june 15, 2010 washington, dc african-american media consumption trends presentation to the federal...
TRANSCRIPT
June 15, 2010
Washington, DC
African-American Media Consumption Trends
Presentation to theFederal Communications Commission’sAdvisory Committee on Diversity
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TV and the Internet are the primary sources of media for African-Americans
`
Source: BET African Americans Revealed 2009 n=2400 AAs 14-55
AFRICAN AMERICANS - % OF WEEKLY MEDIA HOURS
Access Internet(Computer)
ReadMagazine
Watch TV
Listen toRadio
Access Internet(Mobile Phone)
ReadNewspaper
17%
8%
8%26%
8%
32%
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African Americans watch more TV than other ethnicities across all demographic groups…
HHs P2+ P18-49 P25-54 P 55+ P2-11 P12-17
Source: Nielsen African American Television Viewing Report Oct-Nov 09
AVERAGE DAILY TV VIEWING (HOURS)
AAs All Others
11:13
8:01
6:34
4:01
6:31
3:52
7:06
4:08
8:56
5:41
4:39
3:36
4:33
2:57
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…and their TV usage exceeds all others every hour of the week
10%
20%
30%
40%
50%
60%
70%
6:30a 9:30a 12:30p 3:30p 6:30p 9:30p 12:30a 3:30a
TELEVISION USAGE AMONG HOUSEHOLDS(Monday – Friday)
10%
20%
30%
40%
50%
60%
70%
6:30a 9:30a 12:30p 3:30p 6:30p 9:30p 12:30a 3:30a
TELEVISION USAGE AMONG HOUSEHOLDS(Saturday – Sunday)
Source: Nielsen African American Television Viewing Report Oct-Nov 09
AAs All Others
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African-American broadcast viewing habits are similar to others, however cable viewing habits are drastically different
Top 10 Shows 1Q10 – WHITES
American Idol Fox
NCIS CBS
Dancing With The Stars ABC
The Mentalist CBS
CSI CBS
NCIS: Los Angeles CBS
Desperate Housewives ABC
Two and a Half Men CBS
Greys Anatomy ABC
Criminal Minds CBS
Top 10 Shows 1Q10 – BLACKS
American Idol Fox
Dancing With The Stars ABC
NCIS: Los Angeles CBS
CSI: Miami CBS
The Cleveland Show Fox
Family Guy Fox
Lie To Me Fox
CSI: NY CBS
NCIS CBS
60 Minutes CBS
Top 10 Shows 1Q10 – WHITES
The Closer TNT
Monk USA
Psych USA
Deadliest Catch Discovery
Top Chef Bravo
Eureka SyFy
Ghost Hunters SyFy
Law & Order SVU USA
Spongebob Nick
South Park Comedy Central
Top 10 Shows 1Q10 – BLACKS
Meet The Browns TBS
House of Payne TBS
Tiny & Toya BET
Real Housewives of Atlanta Bravo
For The Love of Ray J VH1
Sunday Best 2 BET
College Hill: South Beach BET
Hawthorne TNT
Frankie & Neffe BET
I Love Money 2 VH1
BR
OA
DC
AS
TC
AB
LE
4 common shows among top 10
No common shows among top 10
Source: CY09 Nielsen Marketbreaks (Live +7 Data) 12.29.08 - 12.27.09 (Programs <5 telecasts, Movies, and Sports Excluded)
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African American broadband adoption lags the general population, and is particularly low among vulnerable subgroups
US Broadband Adoption Rates
General Population African American
67%59%
Source: Joint Center for Political and Economic Studies Report on National Minority Broadband Adoption, Feb. 2010
African American broadband adoption
lags that of the general population
African American Subpopulation Adoption Rates
Low Income Elderly HS Dropouts
45%
36%
27%
Non-adoption is most severe in groups that would most benefit
from broadband
&Source: OBI Working Paper Series No. 1, FCC, Feb. 2010
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Relevance has proven to be a key barrier to adoption
FCCFCC
TOP REASONS FOR NON-ADOPTION OF BROADBAND
Pew FoundationPew FoundationJoint CenterJoint Center
36%
22%19%
TooExpensive
Lack ofDigital
Literacy
Lack ofRelevance
44%
13% 11%
Lack ofRelevance
Availability TooExpensive
50%
19% 17%
Lack ofRelevance
TooExpensive
Availability
Top Reasons for Non-Adoption of Broadband Among Americans
Top Reasons for Non-Adoption of the Internet Among African
Americans
Top Reasons for Non-Adoption of Broadband Among African Americans
Source: OBI Working Paper Series No. 1, FCC, Feb. 2010
Source: Joint Center Report on National Minority Broadband Adoption, Feb. 2010
Source: Pew Internet Home Broadband Adoption Study, June 2009
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However, African Americans who participate in Web 2.0 activities are more active than the general population
Source: Forrester Research Technographics Q2 2010 Online Benchmark Study (n=26,749) Web 2.0/Power Users are those proficient among the top three rungs of their Social Technographics Ladder: Critics, Conversationalists, & Critics)
AAs Whites
MONTHLY ACTIVITIES OF POWER/WEB 2.0 INDIVIDUALS
77%
74%
69%
57%
47%
41%
38%
73%
64%
51%
36%
42%
36%
33%
Update status on social networking sites
Watch video from other users
Use personal portal/content sites (e.g. My Yahoo)
Listen to or download audio/music from other users
Listen to any audio or radio on the internet
Download music (e.g. iTunes)
Watch TV episodes (full) on the internet
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African Americans consume news differently
2.10
2.50
Weekly TV News Consumption (Hours)
82% 79%77%66%
Local News Cable News
65%
47%47%
33%
Online NewsPropensity
Current Event &Political Blogs
24%
37%
Daily Newspaper Consumption
AAs watch less TV news overall… …but are more likely to watch local news & cable news
AAs are also more likely to get news from the internet… …and less likely to read the newspaper
Source: Nielsen MarketBreaks and NPower – April 2010; Pew Research Center Biennial News Consumption Survey AAs Others
10
BETN's multi-platform programming strategy reflects and drives African American media consumption trends
Original AA sitcoms AA late night talk show AA reality series AA awards shows &
specials Licensed AA movies &
sitcoms
Platform: Television On-line
Integrated social networking features
Online video Webisodes Digital downloads UGC
Mobile website Mobile video Mobile voting Twitter integrations Mobile fan clubs
Key Media Trend:
BET Executions:
High consumption of ethnically-
oriented shows
Mobile
High engagement with Web 2.0
activities
Massive smart phone adoption and utilization
AFRICAN AMERICAN MEDIA CONSUMPTION TRENDS
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Our news strategy reflects the audience’s consumption patterns and leverages each platform’s strengths
TV
Video, articles and blogs
Additional information and resources
On demand content
Interactive features – polls, comments, tools
Social networking features
Links to other related sources of information
In-DepthFeatures
Briefs
WeeklyRoundups
Online Mobile
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Current ExamplesCurrent Examples
Web-only series, like “Buppies” and “Shop Talk”, compliment our online video offerings of network series and music videos
BUPPIES
• Starring Tatyana Ali
• Sponsored by P&G’s Queen Collection
Web Series Strategic RationaleWeb Series Strategic Rationale
Strong consumer demand for on-line video
Leverages our ability to promote on-air
Supports creative community’s ability to produce short-form content
Allows us to tell more stories and establish new programming franchises
Growing audience desire for control of the experience and on-demand access
Able to differentiate from typical UGC
– High quality production
– Star talent
Ad-support and sponsorship model established
SHOP TALK
• Starring Malik Yoba
• Sponsored by Gillette
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We’ve been among the most aggressive in integrating Twitter into our live programming franchises
&&
What we do… Hosts prompt audience to tweet about various
topics- Pose celebrity guests questions - Share POV and start dialogs- Control segments on show (e.g. music played, etc.)
Proactively drive trending topics every weekday Display interesting audience tweets on-air
What we did… Established #BETAwards and encouraged its
usage from the red carpet, on-stage, and on BET.com
A real-time moderated stream of awards-related comments appeared on the “Wall of Tweets” on BET.com
The best audience tweets were shown on-screen in a “Twitterific Encore”
Results…
Audience gets to impact the show they see on-air Driving current ratings increases in the show
Results… Gave audience an outlet for expression and
created a greater sense of community around the show
Unprecedented 9 out of 10 trending topics were related to BET Awards which helped drive new viewership
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For the BET Awards 2010, we are continuing to innovate with a partnership with AOL called “Fandemonium”
Artists with extremely social-networked fan bases
– Following / Friending
– UGC (e.g. mashups, covers, etc.)
– Downloads (e.g. mixtapes, ringtones, etc.)
Series of interactive artist-related challenges
…by measuring and reporting on key metrics in a competitive environment…
Leverage fans’ existing digital relationships with artists…
…and giving the artist with the most digitally engaged fans a BET Award
AOL Fandemonium Award
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Recognizing the broadband adoption challenges for the most vulnerable members of the African American community, we submitted a BTOP-SBA proposal to fund a public-private partnership to drive adoption
Multiplatform Campaign Two-year broadband awareness and adoption
campaign targeting non-adopters
Leveraging all BETN media platforms – TV, online, mobile, VOD, and in-market
Ongoing measurement component around effectiveness and results
African American “Life Portal”
Best-in-class applications, information and communities tailored to AA-specific needs
Focus on areas of critical need: health/wellness; education; and jobs/training.
Local Digital Literacy Efforts
Community outreach with Digital Connector programs in various targeted communities
Trained youth promote the adoption and use of technology within their communities
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African American Segmentation Study Background
Segmentation is a research technique that reduces numerous data points into a research design grouped on similar characteristics. In other words, it uses the concept of “Birds of a feather, flock together” to find groups of similar behavior and ideals.
An in-depth segmentation analysis was conducted among 2,407 African Americans between the ages of 14 – 55. BET Networks and Questus designed a lifestyle and interest questionnaire for panel email recruitment in 1Q 2009 to provide comprehensive details on African Americans-- Revealed.
Respondent data was weighted to demographic distributions of age, gender, income and marital status of African Americans 14-55 mirrored to reflect individual US Census statistics. Among our respondent sample, seven segments emerged based on statistical factor and clustering analysis of the following dimensions:
– • Life goals
– • Family and friends
– • Work and education
– • Entertainment
– • Health and fitness
– • Religion and spirituality
– • Community and political involvement
All data analyzed is statistically significant at the 95% confidence level.
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Strivers Conscious Sisters
Tech-Fluentials Bright Horizons
Description Adventurous, fashionable opinion leaders who have their eye on climbing the
ladder
AA parents who are conscious of culture,
religion and life lessons
Tech-proficient Global ‘culturalists’ keen on
learning, exploring and being world activists
Tech savvy students who are education & civic-
oriented; they are fashionable, trend setters and up & coming leaders
Life Stage Gen X'ers late 20s-early 40s Gen X'ers 30s-40s Gen Y/Gen X 20s-mid30s
Gen Y/Gen X teens-20s
% Segment Sizing US Pop
36% of 14-55 Pop. 22% of AA 14-55 Pop.
14% of 14-55 Pop. 10% of AA 14-55 Pop.
Source: Questus Segmentation: African Americans-- Revealed conducted 1Q09 among 2, 407 respondents age 14-55;
African Americans Revealed Segments (1/2)
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Urban Dreamers Inner Circle Elites Survivors
Description Urban young adults who are social magnets and
trendsetters – The life of the party
AA working adults who are rich in heritage and ancestry and
focused on their legacy
Teen/young adult males who are sociable and focused on
achievement via other paths than education
Life Stage Gen X'ers 20s Baby Boomers late 40s + Millennials/Gen Y late teens-20s
% Segment Sizing US Pop
7% of AA 14-55 Pop. 9% of 14-55 Pop. 2% of AA 14-55 Pop
African Americans Revealed Segments (2/2)
Source: Questus Segmentation: African Americans-- Revealed conducted 1Q09 among 2, 407 respondents age 14-55;