PARAMOUNT GLOBAL CBS's Primetime Lineup Delivers More Consumers Across
Nearly Every Product Category Than Any Other Television Network
CBS is #1 with Avid Moviegoers, Electronics Store Shoppers, Luxury
Auto and SUV Prospective Buyers, Casual and Fast Food Diners,
Home Improvement Center Customers and More
Leading into the annual upfront marketplace, recently released third-party, single-source data shows that consumers who go to movies, shop at electronic stores, are in the market for a luxury car or SUV, dine out, visit home improvement centers and purchase products across nearly every major product category are more likely to watch CBS than any other television network. In addition, CBS has more top 20 series than any other network in virtually every major consumer category, highlighting the dominance of CBS's #1 lineup across both total viewers and consumers.
The methodologies used are based on single-source data from Nielsen and Rentrak. These databases connect purchase data with television viewing data across a wide range of consumer categories such as retail, restaurant, travel, entertainment, financial, movies and automobile. These data are based on all primetime programming - excluding sports - for the 2014/2015 season-to-date.
"With this research, we can now show our clients we are #1 with consumers that buy and use their products," said Jo Ann Ross, President, Network Sales, CBS Television Network. "We are confident that this new data, along with our new Campaign Performance Audit offering, will enable our advertisers to buy CBS efficiently and effectively while delivering a solid return on investment."
"Delivering an audience that is heavily loaded with proven consumers is a very compelling proposition for an advertiser," said David F. Poltrack, Chief Research Officer, CBS Corporation and President, CBS VISION. "At a time when 'big data' is the buzz, it's worth pointing out that the best way to enhance a media buy through analytics is to start with a desirable audience. In short, this consumer viewing data shows that the CBS Television Network provides advertisers the most efficient way to reach their current and potential customers."
CBS's primetime lineup delivers more consumers who purchase products in the following categories than any other network. The below chart provides the percentage lead CBS has over its competitors when it comes to delivering consumers:
Please click here to see the chart.
CBS's dominance in all key categories is highlighted by the fact that CBS has more top 20 series that are popular with consumers of all kinds than any other network:
Please click here to see the chart.
Please click here to see the chart.
The findings are based - in part - on Nielsen Buyer Insights (NBI), a single-source connection of persons-level Nielsen viewing data to persons-level debit, credit and automated payment transactions. NBI produces buyer ratings for television programs across retail, restaurant, travel, entertainment and financial verticals. Moviegoers are identified as Principal, Frequent and Avid by Nielsen in its people meter sample via field visits every 6 months. Rentrak Polk Automotive data matches set top box TV viewing data with Polk's Automotive research at the household level, producing TV program ratings against vehicle buyers, prospective buyers and service preferences.
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