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BizReport : Research archives : February 11, 2009

Report: Daytime television viewers are loyal

Overall viewership for daytime television may be down, but according to a new report from EPoll Research the viewers sticking with daytime TV are exactly what marketers need. Research with FastTrack Television Weekday found that daytime television viewers, who are predominantly female, are loyal to their programs. Researchers further found that watchers of soap operas are more likely to watch entire programming sets than watchers of other daytime fodder, such as judge shows, games shows or talk shows.

by Kristina Knight

ftt.pngAccording to the report more than half of soap opera viewers watch entire shows (59%). Comparatively only 47% of court shows, 41% of talk shows and 41% of game shows watch entire program slots.

Surprisingly morning new programs, which seems to be multiplying in the US by leaps and bounds, are seen as 'background' noise by 61% of viewers, with most saying the programs are on but they aren't watching.

Word of mouth (WOM) recommendations are also more prevalent amongst soap opera viewers (51%) while WOM for talk shows is 48% and for morning shows in only 40%.

What does this mean for marketers? It is a strong indication that, although many advertisers have written off daytime television, they should not be doing so. Knowing that these viewers are recommending their favorite shows also indicates that viewers will try and then recommend products seen advertised around daytime programming or product placements seen in their favorite shows. It is also interesting to note that many daytime shows, especially soaps, are being offered online.

Tags: daytime television, EPoll, online advertising, online television, online tv, television advertising

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