[11/08/05 - 12:00 AM]
Bravo Viewers Are Paying Attention: Bravo Delivers Top Three Most Attentively Viewed Reality Shows on Television, #1 Cable Network for Brand Recall and #1 Network for Improving Brand Opinion, According to Iag Research

[via press release from Bravo]



NEW YORK -- November 8, 2005 -- Folks who are watching reality television are paying more attention to Bravo's original reality series than any other reality shows on television. Bravo, which is the #1 most upscale cable network, is the leading network in providing shows with the highest measurement for program attentiveness.

According to IAG Research, Bravo has the top three most attentively viewed reality shows on television, and the top three most attentively viewed shows on cable, across all genres. As part of its syndicated service, IAG Research tracked over 250 primetime reality shows scheduled on broadcast and cable (including ABC, CBS, NBC, FOX, UPN, WB, MTV, Bravo, Discovery, TLC, Lifetime, TBS, TNT, USA, ESPN and Nick@Nite) between September 20, 2004 and July 29, 2005.

The top three reality series of the 2004-2005 broadcast season that had the highest measurement for program attentiveness (in which viewers are more likely to recall specific program details than any of the 250 primetime reality shows scheduled on broadcast and cable primetime among all measured viewers) are Bravo's "Project Greenlight (#1)," "Showdog Moms & Dads (#2)," and "Blow Out (#3)." These same three shows came in at #1, #2 and #3, respectively, for being the most attentively viewed shows on cable, across all genres -- scripted and non-scripted.

"Bravo has continued to deliver upon its promise to both viewers and advertisers in providing compelling original arts and culturally relevant programming to upscale audiences," said Lauren Zalaznick, President, Bravo. "This data strongly supports what we've always known -- Bravo viewers are loyal, they are paying close attention, and can remember details from specific story lines, including the brands integrated into our programs, and as a result, viewers have an improved opinion of those brands. This is excellent news for our advertiser base, whom we work closely in providing organic product placement integrations with an outstanding success story."

DELIVERS TOP THREE REALITY SHOWS FOR PROGRAM ATTENTIVENESS: In order to measure program attentiveness, panelists are asked questions to determine whether they recall episode-specific plot elements of programs that have aired in the past 24 hours. For the reported time period 2004-2005 season to date, viewers were able to correctly answer 86 percent of the program content questions for "Project Greenlight," 84 percent in "Showdog Moms & Dads," and 82 percent in "Blow Out."

#1 CABLE NETWORK FOR BRAND RECALL: Product placements in Bravo shows are more likely to be remembered than those in any show on any other cable network measured in the study, and in many shows on broadcast as well. Viewers that watch programs attentively are also more likely to recall the brands integrated within them. Bravo was the top cable network for recall of product integrations for 2005 through September. IAG Research reports Brand Recall, a metric that captures how effectively a brand cuts through among viewers of a program: For example, Sprint in Blow Out achieved double the Brand Recall of the average integration in a cable reality ; 30% higher than that of FOX's "American Idol"; and 50% higher than CBS's "Rock Star: INXS".

#1 NETWORK FOR BRAND OPINION IMPROVEMENT: High program attention, viewer affinity for Bravo shows and seamless and organic product placements have a measurable impact on viewer/consumer opinion. Bravo is the #1 measured network -- cable and broadcast -- in achieving overall brand opinion improvement for product placements. Product integrations in Bravo shows were more effective in positively shifting viewers' perceptions of the brands than those on any other network.

REALITY/UNSCRIPTED ACHIEVES GREATER OVERALL BRAND OPINION IMPROVEMENT: Additional findings noted that the Unscripted/Reality genre provided a huge advantage in terms of measuring brand opinion improvement, and was more than 50% better than scripted program formats.

Bravo is the cable network that plugs people into arts, entertainment and pop culture with original programming, acclaimed off-network dramas, comedy and music specials, movies and by showing a whole different side of celebrities. Currently available in more than 79 million homes, Bravo is known for breaking exciting new personalities, shaking up the way we look at style, media, fame and Hollywood, pulling back the curtain on the creative process and making influential and inventive original programming. Its critically acclaimed and award-winning original programming includes "Inside the Actors Studio," "Project Runway," "Celebrity Poker Showdown," and "Blow Out" as well as the 2004 Emmy winner for Outstanding Reality Program, "Queer Eye." The network's latest hits include "Being Bobby Brown" and "Kathy Griffin: My Life on the D-List."

Bravo is a program service of NBC Universal Cable Entertainment, a division of NBC Universal one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. Bravo has been a NBC Cable Network since December 2002 and was the first television service dedicated to film and the performing arts when it launched in December 1980. For more information visit www.bravotv.com.

Source: IAG Research; (1) Overall Broadcast and Cable In Program Placement data: 1/1/05 - 9/30/05; (2) Show Attentiveness data: 9/20/04 - 7/29/05, regularly-airing reality programming; (3) Wireless Category In Program Placement data: 9/20/04-7/29/05. Based on P13+; IAG Coverage: Broadcast Prime (Mon-Sat 8-11p, Sun 7-11p) and Cable Prime (Mon-Sun 6p-12a); sample minimums applied.

Source: Most Upscale: Nielsen Media Research, Nielsen Market Breaks, January - September 2005. Primetime: Monday-Sunday 8-11pm. Highest household concentration (per viewing home) of Adults 18-49 and Adults 25-54 with Household Incomes of at least $100K. Bravo #1 ranked vs. all ad supported cable nets.

  [november 2005]  


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