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 Send to email | Where To Find Women Online: Watching ABC.com in General |  By Silicon
el 03-Jul-2008 |
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 Some interesting data out of ABC: Predictably, the network's Web viewers are younger, more affluent and better-educated on average than those watching TV. They're also nearly all women.
With shows like "Grey's Anatomy," "Desperate Housewives," and "Ugly Betty," women have long formed the core of ABC's viewership on TV. But according to ABC research, women are even a bigger part of their audience online.
Women comprise as much as 90% of the online audience of some ABC shows; overall ABC.com's audience is 85% female. Why? ABC's research says online viewing is predominantly to catch up on missed episodes -- and therefore dominated by the networks' most devoted fans, women.
ABC provided SAI with a copy of its research conducted by research firm Magid Associates. Other notable findings? Viewers are more than twice as likely to remember an ad watched online than on TV, a stat which is the basis for demanding higher ad rates for online video than on TV.
Sources tell us the asking price is $45 to $65 CPM, or cost per 1,000 ad impressions, for ABC.com, compared to a $20 CPM for the same shows on TV. (TV audiences are still much, much larger, so the network is still making more money on TV, just at a lower ad rate. ABC.com streamed 80 million videos in May, Nielsen says, but only to 6.1 million unique visitors.)
It also helps that ABC.com has a single-sponsor ad model -- one advertiser per show -- so online viewers are watching fewer ads. They also tend to watch alone and in a "sit-forward" environment -- not curled up on the couch. All of which could contribute to greater recall.
In addition to being predominantly female, viewing patterns were different for the Web than on TV. Namely, while Friday night is typically a low-rated night on TV, it's the most-watched night on ABC.com.
Among ABC's findings:
- 54% of online viewers recall the brand name of a sponsor, vs 22%, on average, for network TV.
- Online audiences peak on Friday night, the day after the network's biggest shows, "Lost" and "Grey's Anatomy" air on Thursday.
- On a nightly basis, online audiences peak at 10 pm, in the middle of primetime.
- The biggest segment of online viewers (29%) are under 24, and nearly 50% are under 29, compared to ABC's TV audience which has an average age of 50.
- ABC's shows skew female, but online overwhelmingly so. Some 85% of ABC's online viewers are women. Selected shows broken out below:
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See Also:
ABC's New Video Deal: Why Veoh And Why Now?
ABC Offers Online Ads To Disappointed Broadcast Advertisers
Following Hulu, ABC To Allow Video Sharing Online
Hulu Ads A Bargain Compared To NBC.com
NBC.com: Still A Tiny Business, But Close To Break-Even
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 | Thoughts From Kansas |  Blogger | Weblog of a University of Kansas ecology and evolutionary biology student, fighting for progressive politics, evolution, and endangered species.
Thoughts from Kansas You will notice that it lacks definiteness; that it lacks purpose; that it lacks coherence; that it lacks a subject to talk about; that it is loose and wabbly; that it wanders around; that |
| Must Read: a reflection on the days before Roe | | Dr. Waldo Fielding revisits memories of the time before Roe v. Wade. There are a number of important reminders in it, the first being that women seeking abortions were, and still are, in dire straits. These are not women making an idle choice (the arrogant assumption underlying state laws requiring women to view an ultrasound before an abortion). The patients he saw were not women seeking ab [..] Read complete article | | Published 02-Jun-2008 by Thoughts in Policy and Politics
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| Kotaku`s The Gamers Guide | Blogger | XBOX 360 Gamers Weblog
Gossip, news and leaks for obsessive gamers Kotaku As if you don't waste enough of your time in a gamer's haze, here's Kotaku: a gamer's guide that goes beyond the press release. Gossip, cheats, criticism, design, nostalgia, pred |
| Women Choose Video Games Over Sleep [Study] | | While I knew that 99.99% of women would rather play video games than sleep with me, the results of a poll conducted by women's website PoshMama.com for E for All discovered that many of them would rather play games than sleep period. The website polled 120 women, and then [..] Read complete article | | Published 23-Sep-2008 by Mike Fahey in Study e for all News Science Women
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| Problogger | Blogger | Blog tips to help you blogging
ProBlogger Blog Tips Make Money Online |
| When Google AdSense Doesn?t Provide Relevant Ads On a Blog | | AdSense is a wonderful way to make money from blogs for many bloggers - however it’s not always suitable.
Check out this post looking at the ads that AdSense put up on a blog for women over the age of 40.
Ads included (to name just a few):
MEET MARRIED WOMEN! Married but looking? Meet LOCAL married women [...] [..] Read complete article | | Published 21-Apr-2008 by Darren Rowse in Adsense
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| Kotaku`s The Gamers Guide | Blogger | XBOX 360 Gamers Weblog
Gossip, news and leaks for obsessive gamers Kotaku As if you don't waste enough of your time in a gamer's haze, here's Kotaku: a gamer's guide that goes beyond the press release. Gossip, cheats, criticism, design, nostalgia, pred |
| Kotaku`s The Gamers Guide | Blogger | XBOX 360 Gamers Weblog
Gossip, news and leaks for obsessive gamers Kotaku As if you don't waste enough of your time in a gamer's haze, here's Kotaku: a gamer's guide that goes beyond the press release. Gossip, cheats, criticism, design, nostalgia, pred |
| Nintendo Celebrates Women's Power, Cooking Skills [They Mean Well] | | Nintendo loves the ladies, and they'll be proving it tomorrow and Wednesday with their strong presnece at the 5th Annual Women's Conference in Southern California. Hosted by California's first lady Maria Shriver, the Women's Conference celebrates the power o [..] Read complete article | | Published 20-Oct-2008 by Mike Fahey in They Mean Well News Nintendo Personal Trainer: Cooking Wii Fit wii music Women
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