New York, December 10, 2013 – Stacey Lynn Schulman, Senior Vice President, Chief Research Officer of the TVB, the not-for-profit trade association of America’s commercial broadcast television industry, today commented on the relative ratings of The Sound of Music and Bonnie & Clyde:
“This week, the television industry has focused on the ratings and social media strength of the live broadcast of The Sound of Music as well as cable’s airing of Bonnie & Clyde. On the surface, both proved to be successful programming, but NBC’s The Sound of Music made it imminently clear that the broadcast television platform remains the dominant medium for consumer engagement and promoting brands and products.
“Here’s why. A&E Networks’ premiere of Bonnie & Clyde was simulcast across Lifetime, A&E and the History Channel and drew an aggregate 9.8 million Live+SD viewers (P2+). In contrast, NBC’s total audience for its special broadcast presentation of The Sound of Music drew 18.6 million viewers and a ‘Twitter audience’ of nearly 69 million impressions.
“Simply put, NBC saw nearly twice as many viewers tune in to one network as cable was able to garner across three networks. This relationship is confirmed each week as programming on broadcast television consistently accounts for 90-95% of all A25-54 impressions among the Top 100 shows. In comparison, last week and including sports, cable only had 8 shows in the top 100. Ad buyers and brand managers know that when they want to reach mass audiences broadcast television remains the favored destination for consumers and the preferred medium for brand building.”
TVB is the not-for-profit trade association of America’s commercial broadcast television industry. Its members include television broadcast groups, advertising sales reps, syndicators, international broadcasters, associate members and over 500 individual television stations. TVB actively promotes local media marketing solutions to the advertising community, and in so doing works to develop advertising dollars for the medium’s multiple platforms, including on-air, website and mobile. TVB provides a diverse variety of tools and resources, including www.tvb.org, to support its members and to help advertisers make the best use of local ad dollars.