Millions of American TV fans are ready and willing to watch, but will their favorite shows deliver the goods now that the writers’ strike is over?
According to a new consumer survey from media and marketing services agency Carat, a majority of viewers are poised to flock back to their favorite shows in coming months. Many are also anticipating the range of upcoming special events programming, including the Summer Olympics, presidential election, American Idol finale and sports programming.
To gain a better understanding of consumers’ media habits and attitudes as a result of the strike coming to an end, Carat fielded a survey of 1,000 primetime TV viewers in the United States. The survey was conducted March 3-5, among primetime viewers ages 18 and older.
Overall, 9% of primetime viewers said they are watching more TV now that the strike is over compared to during the strike, while 82% are watching the same amount.
In addition to watching their favorite shows on TV, consumers plan to engage in a variety of other media and information sources, such as reading print and online newspapers, websites, and other media to stay up-to-date on the presidential election, Summer Olympics and other events.
Survey questions about favorite TV shows and viewing habits revealed the following:
— 62% said they’ll return to their favorite show once it is back on air in late March/April
— 55% said they will return to their favorite TV shows even if it is not back on air until the Fall or Winter
— Only 5% do not plan to return to their favorite TV shows at all when they return. Among viewers who do not plan on returning to watch their favorite shows on TV, 11% said that they are planning to watch TV shows online instead, while 2% said they will watch shows specifically on TV network websites. Approximately 10% plan to either watch DVDs, go to the movie theater, play video games, or watch free VOD programming.
— The majority of viewers (75%) said they would most likely either channel surf or watch other primetime television shows they are familiar with if their favorite show does not return until Fall/Winter.
— 3% of viewers said they would go online to TV network/video/websites to watch full repeat episodes and/or any online exclusive content of favorite TV shows (e.g. interviews, previews, etc.)
Survey questions about upcoming special TV events revealed the following:
— 2008 Summer Olympics — 48% cited that they are interested in watching the upcoming 2008 Summer Olympics in Beijing, China. Among those, 19% said they are currently more interested in watching on TV this year compared to the previous 2004 Summer Olympics in Athens, Greece. 92% cited that they are likely to obtain news/info about the Olympics from broadcast networks, while 52% said cable news channels, and 38% said newspapers.
— Presidential Election — 40% cited that they are interested in watching the upcoming 2008 presidential election. Among those, 60% said they are currently more interested in watching on television compared to the previous 2004 presidential election. 84% cited that they are likely to obtain news/info about the presidential election from broadcast networks, while 73% said cable news channels, and 50% said newspapers.
From survey findings, the implication is that while TV remains a strong source for news coverage on the election, newspapers, radio shows, websites (including national and local, political and candidate websites), and even social networking websites are also likely sources for those interested in following election news.
— American Idol and Sports Programming — 32% are also enthused about watching the American Idol finale airing in May, while 27% said they are interested in watching baseball beginning in April, and 25% said they are interested in watching March Madness / NCAA Basketball Tournament.
While few consumers are actively stating they will be watching shows online instead of on terrestrial TV, findings continue to show that online viewership will continue to rise in conjunction with traditional viewing. Additionally, Carat media executives believe that the availability of favorite show repeats and other programs shown online during the writers’ strike has helped to keep viewers interested and tuning into new episodes, as well as bringing them into the storyline of shows they previously would not have watched on-air. This indicates, once again, that the two mediums complement each other.
“Television has shown its resiliency and the growing online component has become a complimentary platform, not only as a convenience for the viewer but also as an advertising opportunity for our clients,” said Sarah Fay, CEO of Carat and Isobar US.
The survey, commissioned by Carat Insight, was designed to gain greater insight on post-strike TV viewing behavior and intentions. Additionally, it helps gauge what type of high-profile, special event TV programming viewers are most interested in watching in upcoming months. The research follows a January survey from Carat that examined if and how consumers were shifting viewing behavior during the strike.
About Carat
Carat is a global independent media communications network, with over 100 offices in over 80 countries. Carat is transforming communications — creating communications that transform clients’ businesses and leading transformation of the communications world. Carat provides a full range of services — including media and market research; communications planning; media planning and buying; multicultural communications; corporate trade; branded entertainment; direct and digital marketing; experiential and sponsorship services; and marketing analytics and consulting. Carat is part of the Aegis Group — a leading marketing services company listed on the London Stock Exchange.
