http://www.ilounge.com/index.php/news/comments/itunes-boosts-prime-time-ratings-for-nbc-abc/
By Larry
Angell (from ILounge.com)
Both NBC and ABC have seen a rise in viewer ratings since adding
select TV shows to the iTunes Music Store. NBC credits the availability of
its shows on iTunes for the recent increase in viewers during prime time
for one of its popular comedies.NBC’s “The Office,” the most popular show on iTunes, delivered a 5.1
rating last Thursday—its highest ever—among adults 18 to 49. The series
delivered a 4.5 the prior week. An NBC executive said he is confident that
the iTunes exposure contributed to the rise. Frederick Huntsberry,
president of NBCU Television Distribution, said iTunes is bringing new
audiences to the show that would not otherwise have watched.Meanwhile, ABC has also seen a ratings increase for its two most
popular shows available on iTunes. Since they were added to Apple’s store
in October, both “Lost” and “Desperate Housewives” are up versus the same
period last year. “Lost” has seen its total audience rise 14 percent and
ratings for adults 18 to 49 are up 28 percent. The total audience for
“Desperate Housewives” is up 7 percent and 18 to 49 ratings are up 3
percent.
Who would have thought that traditional broadcast TV would actually
benefit from making their prime-time TV programs available for sale and
download on iTunes? I can imagine the person internally trying to pitch this
six months ago. Must have been roasted alive but somehow, he/she prevailed
and now they have the last laugh.
I assert this kind of offering is going to be true in other types of
business besides entertainment. One example is when ITConversations posts
podcasts for free from major (paid) conferences like Etech or
SuperNova. What you see each year is that these conferences are still
well attended – extremely well attended from what I’ve been told. So the
‘long tail’ nature of making the content available afterwards on the
Internet, for free or for pay, has long-term value. It creates greater
opportunity for more people to learn about your content and develop an
appetite for it on their own terms.
Syndicating content through multiple channels also works for websites,
even B2B sites.
It’s all about exposure to people, to get their attention in any of the
various channels they connect to. It’s about ‘getting it’ that people
want to decide what to read or listen to or learn about – on their own
terms. Offer these options and you get people’s attention, which is more
valuable than flashing banners and loud radio advertisements. Get a person’s
deeper attention and they start wanting to know more – especially about
ideas to improve the quality of their life, or more and different types of
entertainment – like shows they didn’t think they had time to watch, but now
that they can watch them on their own time, they do.
ABC and NBC actually make money on downloads in iTunes as an
alternative delivery channel. And they get more people who missed the show
originally deciding to watch the shows in prime time (or TiVo time).
Who would have thought!
A fascinating process is unfolding here. I think we’ll see similar
benefits come our way as B2B websites utilize more RSS channels for
syndicating text, putting audio and video content into RSS-type directories
and search engines.
It just means this: Creating a monster static website as one’s sole means
of making product information available isn’t the answer anymore. Just like
broadcasting only through a TV tower or only through cable is becoming
passé.
It’s about making information available in all kinds of ways. Prospects
who are truly interested will make their way back (self-select) and become a
part of the qualified leads process. When they call or write, they really
ARE interested versus kicking the tires. Funny, isn’t it? When you give
people what they really want versus creating artificial marketing mechanisms
and hurdles for people to get through, they come calling.
Tom
