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Awareness studies from Nielsen go to all the networks to help them determine how many potential viewers are aware of their new shows… And if the broadcasters need to adjust their marketing messages… Some of this is a slippery slope because, say, a network show is premiering late and the marketing has barely begun... Spinoffs and remakes (NCIS, Cleveland Show, Melrose Place, SNL) tend to have higher awareness than new originals… Dramas usually have higher awareness than sitcoms at this stage of the summer because they start production earlier and have more footage to show... So, with those warnings:
Best Awareness Among 18-49 Demo By Network
Cougar Town
Flash Forward (strong intent-to-view sentiment among those aware of this show)
Worst: Hank
NCIS: Los Angeles (also strong intent to view)
The Good Wife
Worst: Three Rivers (doesn't premiere until October)
Glee
The Cleveland Show (very strong intent to view)
Worst: Brothers
Trauma
SNL Weekend Update (good intent-to-view)
Worst: Community
Melrose Place
Vampire Diaries (strong intent to view)
Worst: The Beautiful Life
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Doesn’t this have to do with ad awareness. I see more billboards in LA for NCIS LA than any other show.
I, for one, am very aware of Cougar Town.
this is completely absurd and unrealistic. i cant turn on my computer(whatever, it’s a Mac. I’ve got money) without seeing ads for ‘Community’. i watch tv all the time too, and on nbc, every 20 secons there’s a goddamm ‘Community” promo. I have lots of free time.
There are two shows I absolutely won’t watch! I don’t remember the titles of either.
1. The one with Jenna Elfman.
I didn’t think she was talented even before I knew she was a $cientology loon.
2. The one with Pat Heaton.
I couldn’t stand her on Raymond from Day One & that was long before I found out she was a right-wing crackpot. Her wretched politics didn’t make me sick of her, her acting, [which was really whining] or more accurately her lack thereof did, but her politics only reinforced my extreme dislike of her.
Her politics is why I boycotted Albertson’s for ages though!
Community might have worked had they not cast Chevy Chase. He’s the kiss of death for any show or movie.
This is so stupid. Awareness is a meaningless indicator of anything because the promotion has to give people real reasons to leave the show they normally watch in a time slot to sample the new one. The problem is content promotion doesn’t work, which the networks know, which means failed shows don’t fail; the promotion fails by not generating high enough sampling levels and, if it did, more would be successful. Producers should sue the networks for promotional malpractice.
Ad guy-
Maybe someone should tell the Producers what they need to do in their pilots.
They need to give us horribly incompetent promo people a certain amount of ID shots. Characters, locations and sets. They need to have characters framing themselves, their emotions, and most importantly the show’s concept with words. Out of their mouths.
The more we have to use VO/COPY to explain your show, the lower the chance of sampling. The more we’re simply remixing the elements of your work — because you have delivered something lucid, professional and extendable to us (right?) — the higher the chance of sampling.
Yes, it is frustrating to see all your hard work cut down to reductive chunks on-air. Guess you shouldn’t be helping networks sell sugar water, cell phone service and movie advertising, eh?
Please. Things either pop or they don’t. The rest is creative incompetence and politics.
Network heads… Jeff Zucker, Steve McPherson, Les Moonves… ultimately make every decision on their own personal gut feeling. Tells you alot about network TV right there. As much as this site understands film and its marketing it has a real lack on understanding of TV and how it works. This stuff is all meaningless. Is the network behind the show? That is all that really matters. Even if the numbers are low in the beginning. Awareness doesn’t hurt but ultimately what goes on the air are not even the best pilots. They are simply the pilots the network heads liked the best. Plain and simple.
Yes! I’m so excited FlashForward. I’m glad
it’s doing well! But I think Nielsen is wrong about Community though, because every website had mentioned it and NBC they are advertising it like crazy.
Chevy Chase?!?! Haaahahahahahahaha. whatever, nbc.
I saw the Cougar Town pilot and laughed my ass off. Thought it was edgy and very, very funny. I predict this will be a big hit for ABC and Courtney Cox. I also think Melrose Place will do very well for CW.
Without any real numbers, we have no idea regarding how aware audiences are of the new fall shows. For all we know, only 2 points separate the best from the worst within the same network. Furthermore, the worst show in one network could have a higher awareness than the best show on another network. Let’s see some numbers before we can truly understand the impact of this Nielsen study.
Amy V.
If this were determined by billboards alone, the CW would clearly being winning with brilliant Melrose Place slogans like “Tuesday is the new Hump Day.”
…but the pilot was trashy & spectacular. I’ll watch.
Funny- I have not seen one ad for Cougar Town and have seen only 1 TV teaser for Trauma. Definitely the ones I am most aware of are Community, Flash Forward and the Kelsey Grammar thing. Then, stupid Melrose Place, which is on every bench, bus, sidewalk, billboard, etc…Good Wife and NCIS are ones I am aware of, but not in a huge way.
CW stole the legendary Fox line “Mondays are a bitch” for their “Tuesdays are a bitch” billboards. What exactly is bitchy about Tuesdays? More lame rehashes.
I have no clue what Community is. Actually, I don’t know what a lot of those are. Cleveland & Cougar Town are both on my radar. Apparently vamps & comedies are going to be the thing for Fall.
My wife and I are in the 18-49 demographic, we’re very excited about the season premiere of Three Rivers. We also like the soon to be awarding winning cast on Three Rivers, Alex O’Loughlin, Daniel Henney, Katherine Moennig, Christopher J. Hanke, Alfre Woodard and Justina Machado.
I have such awareness of GLEE i feel as if its been on for a year now…I can’t wait to see it, good job FOX!