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iTunes Boosts Prime-time Ratings for NBC, ABC
Isn't this interesting ...
iTunes Boosts Prime-time Ratings for NBC, ABC
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
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