/// ABC Is Top Banana in 4A’s Homes

March 18, 2014  |  Media Week

Although it’s destined to finish last again this season among broadcast’s Big Four, ABC boasts a much higher profile in the homes of ad agency types. According to a new study from Collective , 4A’s members and their families watch ABC more than any other major TV network. In fact, the two most-watched shows among the 4A’s set are the long-running newsmagazine 20/20 and the freshman comedy Super Fun Night—both of which call ABC home. If those results are rather surprising—20/20 airs on low HUT-level Friday nights, while Super Fun Night averaged only 5.1 million viewers over its brief run—there’s more where that came from. For instance, while it just cracks the top 20 in terms of overall prime-time deliveries, Bravo is the most-watched cable network in 4A’s circles, beating out the likes of ESPN, AMC and CNN. 4A’s members also preferred the now-defunct NBC comedy Sean Saves the World , and the offspring of these brand marketers and advertisers are more likely to watch the CW’s Arrow than any other program. While Collective and agency partner ZenithOptimedia admittedly are working within the confines of a rather narrow constituency, the study was designed to illustrate some greater truths about optimizing media buys. “Obviously, it’s great to make 4A’s Transformation attendees the center of attention,” said Collective CEO Joe Apprendi. “It’s a way to validate what they’re watching—you look out and see a lot of nodding heads in the audience—while presenting a much more clear picture of exactly how TV analytics works.” In order to gather the data, Collective placed a pixel on the 4A’s homepage , which allowed it to track correlations between online behavior and TV viewing habits, as illuminated by Rentrak set-top box data. In a more generalized execution, engagement and attentiveness metrics would be brought to bear to create a highly detailed index of online activity as it relates to TV usage. ZenithOptimedia president, activation John Nitti will present the findings of the optimization study today at 10:30 a.m. PDT, alongside his colleague, Zenith svp, director of research John Nuding.

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ABC Is Top Banana in 4A’s Homes


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