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| Global Grows...CTV Falls, But Can't Get Up |
| Posted
on Tuesday, October 02, 2007 - 06:09 PM |
With the first week of the fall TV season now complete, a clear new dynamic has emerged in Canadian television. While CTV is posting large audience numbers among Canada's 50+ population, Global has reclaimed its dominant position among the key demographic that shapes the tastes and trends in the entertainment industry: viewers 18-49.
In the most competitive week of the season, Global had the #1 show of the week for this critical viewer group – the demographic that ad agencies target. Global also had 5 of the top 10 shows nationally, and in all metered markets.
Despite press releases heralding that “CTV continues to dominate Premiere Week”, a closer and more comprehensive look at the ratings reveals that CTV’s success has been largely focused in the 50+ demographic. While its audience in this sector was up 41% compared to the same week last fall, CTV is struggling to remain competitive in the key target group that advertisers demand: viewers 18-49.
Comparatively, Global’s 18-49 viewership was up 39% during premiere week – a trend being widely noted by national advertising agencies, industry observers and key press.
In addition, CTV also appears to be the home of aging hits. The CSI franchise (CSI, CSI Miami and CSI New York) collectively is down 24% among total viewers and down 36% among 18-49 year olds.
To further illustrate the taste differential among the two demographic groups, listed below are the top 10 programs nationally for the week of September 24 for viewers 18-49 and viewers 50+.
Viewers 18-49
1. House (Global)
2. Grey’s Anatomy (CTV)
3. Survivor: China (Global)
4. Heroes (Global)
5. CSI (CTV)
6. CSI Miami (CTV)
7. Desperate Housewives (CTV)
8. CSI New York (CTV)
9. Prison Break (Global)
10. Family Guy (Global)
Viewers 50+
1. CSI New York (CTV)
2. CSI (CTV)
3. House (Global)
4. Dancing…Results (CTV)
5. CSI Miami (CTV)
6. Desperate Housewives (CTV)
7. NCIS (Global)
8. Dancing…Perf. (CTV)
9. Grey’s Anatomy (CTV)
10. Evening News (CTV)
(Source: BBM NMR, Week of September 24, 8-11pm)
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