The Evolution of Summer Primetime - Lisa Hollaender / VP, Content Strategy - HubSpot
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
The Evolution of
Summer Primetime
Author or Company YOUR LOGO
Lisa Hollaender / VP, Content Strategy
Contents
Introduction 3
Viewing Sources 4
Original & Repeats 5-6
Genre Trends 7-8
Top 10 Summer Series Trends 9
Key Takeaways 10
2
The Evolution of Summer Primetime
Introduction Let’s face it, while summer has always been a time of “fun in the sun, beaches, boating and family vacations”, broadcast television used to be a “wasteland”. The networks pretty much gave up on programming anything but news, scripted repeats and feature film encores. This choice gave a few of the “bigger” cable networks a chance to air their own first-run creations, launching a new competitive source of original content to TV viewers in June, July and August. This was most likely, in part, the nudge the networks needed to give more “oomph” to their summer line-ups. Granted, this was before VCR’s, DVR’s, ON- DEMAND and NETFLIX options could allow viewers to catch up on the shows they had missed during the regular season in repeats over the summer. USA was the largest contributor of these original summer series with titles such as: PACIFIC BLUE (1996-2000), THE 4400 (2004-2007), PSYCH (2006-2014), BURN NOTICE (2007-2013), IN PLAIN SIGHT (2008-2012), WHITE COLLAR (2009-2014), ROYAL PAINS (2009-2016), COVERT AFFAIRS (2010-2014), NECESSARY ROUGHNESS (2011-2013), GRACELAND (2013-2015), PLAYING HOUSE (2014-2017) and SUITS (2011-2019). There were many more, but these were some of the series that ran the longest. TNT touted programs such as: THE CLOSER (2005-2012), SAVING GRACE (2007-2010), LEVERAGE (2008-2012), RIZZOLI & ISLES (2010-2016), FRANKLIN & BASH (2011-2014), FALLING SKIES (2011-2015), MAJOR CRIMES (2012-2018), THE LIBRARIANS (2014-2018) and THE LAST SHIP (2014-2018). While most of these were all dramas, TBS was known for its comedy lineup (a combo of originals and syndicated repeats). FX boasted such dramas as THE SHIELD (2002-2008), NIP/TUCK (2003-2010), RESCUE ME (2004-2011), DAMAGES (2007-2010), SONS OF ANARCHY (2008-2014), JUSTIFIED (2010-2015), THE AMERICANS (2013-2018), THE STRAIN (2014-2017), AMERICAN HORROR STORY (2011-present), FARGO (2014-present) and more. While the cable nets continue to air original programming in the summer, they also now broadcast their originals all year long, alongside the broadcast networks and streaming services. In the summer seasons between 2010 and 2015, the tide began to turn for the broadcast networks as the number of repeats started trending down and the number of originals began trending up. More specifically in 2014 when the number of originals surpassed the number of repeats. Not only that, but the types of programming airing throughout the summer changed as well. Now, the networks tout slates of original content across a mix of genres throughout the year. The Evolution of Summer Primetime 3
Viewing
Sources
With the increase in viewing sources in the home over the last twenty years, viewing patterns
were bound to change. Early in the millennium, broadcasters controlled more than 50% of the
viewing audience in the summertime, even with the majority of the schedule in repeats. Cable,
still proving its worth to audiences and advertisers, jumped on the opportunity to engage
audiences with original content, significantly drawing viewers away from broadcast by 2005 and
peaking in 2010. As on-demand content became more readily available and cord-cutting
expanded, cable lost more viewers in the next five summers than it gained over the prior five.
Among Persons 2+, average viewing shares for the cable entertainment networks have now fallen
below the broadcast networks for the first time since Summer 2005 while broadcast erosion is
leveling off. As viewers seek out original content –- and grow frustrated with the paralysis of
choice offered by the streaming services -- they are finding comfort in the lean-back relaxation
of summertime broadcast primetime viewing.
The Evolution of Summer Primetime 4
Originals &
Repeats
The heart of the summertime audience shift has always been related to the percentage of
original and repeat episodes of series. For decades, the broadcast network model had been to
run repeat episodes throughout the summer, creating anticipation for favorite series to return in
the fall and allowing networks to level-set the economics of high production costs by selling
advertising in repeat episodes. Viewers also got an opportunity to catch up on series they had
missed or abandoned during the year.
With the advent of expanding cable and on-demand platforms, viewers now had alternatives
and cable networks, in particular, took advantage by introducing premieres of new series when
broadcasters were running mostly repeats.
From the summer of 2000 to the summer of 2013, the percentage of repeat minutes of content
comprised more than half of primetime on broadcast television. By the summer of 2014,
however, the percentages shifted, crossing over to 54% original content and 46% repeat.
Registering midway through the current summer (2019), 57% of primetime is now original and
43 43% is repeat.
The Evolution of Summer Primetime 5
Originals &
Repeats
The varying genres of content – reality,
competition, game shows, news, sports and
original and encore dramas and comedies --
also made an impression with summer schedules
and viewing. Looking only at dramas, which is the
most prevalent genre, the differences are much
more evident.
In the summer of 2000, 92% of drama minutes
were from repeats and only 8% were originals.
Most likely, that 8% came from the fall series
debuting a week or two before the official
premiere week. By 2005, the number of original
drama minutes stood at 16% and grew steadily
over the next ten years (27% in 2010, 35% in 2015).
By this summer (2019), original dramas (55%)
outweighed the repeat percentage (45%).
In 2013, the networks began airing more original
dramas such as UNDER THE DOME, which was a
huge success for CBS in its first year as a one-of-
a-kind, summer entry. On a lighter note, ABC
premiered MISTRESSES as a companion to
BACHELORETTE and aired Canadian dramas
ROOKIE BLUE and MOTIVE. 24: LIVE ANOTHER DAY
(FOX), EXTANT (CBS) and NIGHT SHIFT (NBC)
made their marks in 2014 with ZOO (CBS),
WAYWARD PINES (FOX), AQUARIUS (NBC) and
ASTRONAUTS WIVES CLUB (ABC) in 2015. Currently,
original dramas GRAND HOTEL (ABC), REEF BREAK
(ABC), THE CODE (CBS), INSTINCT (CBS),
ELEMENTARY (CBS), BLOOD & TREASURE (CBS) and
INBETWEEN (NBC) are taking up summer time
slots. These time periods are also being used to
burn off series from the regular season.
The Evolution of Summer Primetime
6Genre
Trends
Primetime dramas have been the staple for summer over the years, whether they are
procedurals, science fiction or soap, originals or encores. From summer 2000 to 2010, dramas
were on the rise, peaking in 2010 when feature films lost ground and dramas registered 42% of
the primetime landscape. The last 10 years, however, has seen the genre decline as reality and
variety formats have supplanted the traditional narrative arc. While dramas have decreased
their presence in the summer schedules, it should be noted that there are more original summer
dramas debuting than in years past.
Participation variety (which is a combination of reality, competition and game), comedy variety
(reality), general documentary (reality), and general variety (competition) together saw
consistent growth from 16% in 2000 to 41% in 2019 so far. (Please note that the Nielsen categories
of content do not necessarily match what the industry uses as genre titles.) Who could forget
the summers when ABC’s Who Wants to Be A Millionaire and CBS’s Survivor first premiered,
drawing unprecedented summer viewers. These shows not only helped the networks stave off
summer audience erosion, but became an important testing ground for series and concepts
that could become key players in the regular season as well.
While these categories, along with news documentaries (11% t0 15%)are a growing presence on
summer schedules, sitcoms (mostly repeats) dropped from 16% (2000) of the primetime
makeup to 7% (2019).
The Evolution of Summer Primetime 7Genre
Trends
EXAMPLES OF SERIES MATCHED to
NIELSEN GENRE CATEGORIES
Comedy Variety
Candid Camera, AFHV, Whose Line Is It Anyway?
General Documentary
AMW: Am Fights Back, Cops, Making The Band, First
Responders Live
General Variety
Survivor, Big Brother, So You Think You Can Dance,
Undercover Boss
News Documentary
Dateline, 48 Hours, 60 Minutes, 20/20, What Would You Do,
Whistleblower
Participation Variety
DWTS, Extreme Makeover, Fear Factor, Bachelorette,
America’s Got Talent, Last Comic Standing, Hell’s Kitchen,
Masterchef, Shark Tank, Am Ninja Warrior, To Tell The Truth,
Holey Moley, Songland, Family Food Fight
Quiz Give-Away
Millionaire, Greed, Smarter Than A 5thGrader, Celebrity
Family Feud, Hollywood Game Night, Ellen’s Game Of
Games, Beat Shazam, Press Your Luck, Card Sharks, Match
Game, $100,00 Pyramid
The Evolution of Summer Primetime 8Top Ten
Summer Series
Persons 2+ (000)
Broadcast
Entertainment Cable
The Evolution of Summer Primetime 9Key
Takeaways
Ø Average Persons 2+ viewing shares for the cable entertainment networks have
fallen below the broadcast networks for the first time since Summer 2005.
Ø Cable entertainment networks are down 20% since summer 2010 and down 8%
from summer 2015 in P2+ shares. Broadcast has remained relatively stable, only
off by 8% since 2010 and 3% since 2015.
Ø Airing mostly repeats in broadcast primetime during the summer months, it was
cable that “nudged” the networks to get into the business of original summer
content.
Ø The tide began to turn for the networks between 2010 and 2015 when the number
of repeats started trending down and the number of originals began trending up.
Ø From the summer of 2000 to the summer of 2013, the number of repeats
comprised more than half of the primetime content. By the summer of 2014, the
percentages shifted, crossing over to 54% of original content and 46% repeat.
Midway through the current summer (2019), 57% of primetime is original and 43%
is repeat.
Ø Dramas specifically garnered a huge leap in originals over the last 20 years, from
8% in 2000 to 55% in 2019.
Ø Aside from dramas, other genres made their mark with first-run episodes:
participation variety (reality, competition and game), comedy variety (reality),
general documentary (reality) and general variety (competition) achieved
approximate increases from 16% in 2000 to 24% in 2005 to 34% in 2010 to 42% in
2015 and 41% in 2019 so far.
Ø While these categories grew, along with news documentaries (11% t0 15%), sitcom
repeats (and some originals) dropped from 16% (2000) of the primetime makeup
to 7% (2019).
Ø Game shows, competition series and most recently, original dramas, made up the
top 10 broadcast program rankings over the last 20 years.
10 The Evolution of Summer Primetime 10ABOUT US
Katz Media Group is the nation's largest media representation company, helping national
advertisers connect with over 242 million local consumers every day. Let us help you
connect authentically with local consumers through the 4000+ local radio, TV and digital
properties we represent across America. We custom create programs for advertisers
that include traditional broadcasting, streaming, OTT, podcasting, automation,
programmatic and unwired networks.
Anyone can make an impression. Influence is earned.
For more information about Katz Television Group contact:
Artie Altman
Executive Vice President
(212) 373-8220
Artie.altman@katzmedia.com
The Evolution of Summer Primetime 11You can also read
