Upscale, Ad Receptive, Motivated Spender 38

Upscale, Ad Receptive, Motivated Spender 38

Upscale, Ad Receptive, Motivated Spender
17 Million Viewers Per Month
38%
$71,500
HHI $100K+
Median HHI
170 Index
85%
52
Own
Homes
Median Age
135 Index
$16,349
238
Discretionary
Spending
Motivation
Index
155
Ad Receptive
Index
Nielsen, Live+SD, DIY, Total Day: M-Su 6a-6a, 1Q13. P2+ average monthly cume, 6 minute qualifier, Median Age.
A25-54: Home Owner Comp, Median HHI, HHI $100K+. Simmons, Spring 2012, A25-54: Discretionary Spending,
MME Ad Receptivity Average and Motivation Average.
On-Air and Online, DIY Network has
Many Followers
58.9M
17M
Households1
Monthly viewers 1Q
20132
DIYNetwork.com
2.4M monthly unique
visitors 1Q 20133
DIYNetwork.com
11M monthly page views
1Q 20133
134K
285K
Likes5
1Nielsen
Downloads of DIY To Go
app4
+66K
Followers5
Company, April’13 UE. 2Nielsen via NPower; Average monthly cume 1Q13 (12/31/12-03/31/13),
Base P2+, 6 min qualifier.
3comScore MyMetrix, 1Q’13. 4Total Downloads through March’13, 5Facebook/Twitter as of March’13.
DIY Network Broke Records in 2012
2012
Highest ever delivery
Total Day and Prime
2012
Double digit increases vs.
2011
Across multiple key demos
A25-54, W25-54, A18-49 and
W18-49
Full Prime Combo
Highest Ever 2012 Stats back to Jan 2009, via StarTrak, Live +SD (000), Total Day: 7a-4a, Prime: M-Su 8p-12a.
The Nielsen Company via NPower, Live+SD (000). 2012 (12/26/11 - 12/30/12) vs. 2011 (12/27/10 - 12/25/11). Full
Prime Combo: M-Su 8p-12a/12a-4a.
DIY Network Broke Records in 2012
Prime Combo: M-Su 8p-12a-12a/4a
2011
2012
104
89
84
74
53
44
46
52
36
40
38
44
+17%
+20%
+13%
+14%
+11%
+16%
A25-54
W25-54
M25-54
A18-49
W18-49
M18-49
The Nielsen Company via NPower, Live+SD (000). 2012 (12/26/11 - 12/30/12) vs. 2011 (12/27/10 - 12/25/11). Full
Prime Combo: M-Su 8p-12a/12a-4a.
DIY Network is Breaking Records
7
+ % vs. YAGO time period1
1Q
2013
Prime Combo
Highest quarterly
delivery in DIY Network
history2
Prime, Total Day
#3
1Q’13
1Nielsen
Upscale Viewers
A25-54 HHI $100K+ &
$125K+ VPVH3
Prime
NPower, Live+SD A25-54 (000), 1Q13 (12/31/12-03/31/13) vs. 1Q12 (12/31/12-03/31/13). Prime M-Su 8p-12a/
12a-4a. 2A25-54 AA(000), Prime M-Su 8p-12a, Total Day M-Su 7a-4a. 3Prime: M-Su 8p-12a, ranked among all adsupported cable networks.
DIY Network Shows Solid Year Over
Year Growth
1Q13 vs. 1Q12
Prime
Weekend Total Day
A25-54
+3%
+12%
+10%
A25-54 HHI
$100K+
+23%
+11%
+18%
A25-54 HHI
$125K+
+19%
+19%
+20%
Nielsen via Toolbox, Live+SD (000), Prime: M-Su 8p-12a, Total Day: M-Su 7a-4a, Weekend: Sa-Su 6a-8p 1Q13
(12/31/2012 - 03/31/2013) vs. 1Q12 (12/26/2011 - 03/25/2012).
Home Category Delivers Upscale
Viewers
A25-54 HHI $100K+ % COMP
Total Day
Rank
Prime
Network % Comp
Rank
Weekend
Network % Comp
Rank
Network % Comp
3
HGTV
43%
5
HGTV
47%
3
HGTV
44%
7
DIY
38%
6
DIY
42%
5
DIY
37%
14
BRVO
32%
17
BRVO
35%
10
CC
33%
18
CC
30%
21
CC
33%
13
FOOD
31%
21
FOOD
29%
23
FOOD
31%
14
E!
31%
22
E!
29%
26
E!
30%
18
BRVO
31%
36
TRAV
24%
28
TBSC
29%
26
TRAV
27%
38
TLC
24%
37
NGC
27%
37
DISC
25%
39
DISC
23%
38
OWN
26%
37
TLC
25%
40
NGC
23%
24%
23%
26%
TNT
TBSC
Cable
Avg
40
41
39
43
HIST
24%
42
FX
22%
40
DISC
25%
45
OWN
23%
42
Cable
Avg
22%
41
TNT
25%
42
FX
25%
45
Cable
Avg
23%
47
HIST
22%
47
TRAV
24%
49
FX
23%
52
TNT
21%
48
HIST
24%
50
NGC
23%
58
USA
19%
50
TLC
23%
52
TBSC
22%
59
OWN
19%
60
AEN
22%
58
USA
21%
61
AEN
19%
64
USA
21%
58
VH1
21%
65
LIFE
19%
68
LIFE
20%
61
AEN
20%
75
OXYG
17%
76
OXYG
18%
73
WE
18%
83
VH1
16%
81
WE
17%
87
LIFE
15%
86
WE
15%
90
VH1
15%
87
OXYG
15%
Nielsen Npower, Live+SD % Comp, 1Q13 (12/31/2012-03/31/2013). Ranking based on 101-102 ad-supported cable
networks; Competitive set of networks shown.
Home Category Delivers Upscale
Viewers
A25-54 HHI $125K+ % COMP
Total Day
Rank
Prime
Network % Comp
Rank
Weekend
Network % Comp
Rank
Network % Comp
5
HGTV
26%
4
HGTV
29%
3
HGTV
27%
7
DIY
23%
9
DIY
25%
7
DIY
23%
17
BRVO
19%
19
FOOD
21%
14
FOOD
20%
18
FOOD
19%
20
BRVO
20%
20
E!
19%
23
CC
17%
25
CC
19%
21
CC
19%
26
E!
17%
26
TBSC
18%
23
BRVO
18%
32
TRAV
15%
29
E!
18%
30
TRAV
17%
35
TLC
14%
32
NGC
17%
32
DISC
15%
39
DISC
14%
35
OWN
17%
34
TNT
15%
41
NGC
14%
39
TNT
16%
36
HIST
15%
41
TBSC
14%
40
FX
16%
42
NGC
14%
43
TNT
14%
43
Cable
Avg
14%
14%
Cable
Avg
16%
44
Cable
Avg
41
42
DISC
16%
50
FX
13%
46
HIST
14%
47
HIST
15%
50
VH1
13%
48
FX
13%
51
TRAV
14%
54
TLC
13%
52
LIFE
12%
53
TLC
14%
57
TBSC
12%
54
OXYG
12%
58
AEN
13%
60
USA
12%
59
USA
12%
60
USA
13%
61
AEN
12%
62
AEN
11%
61
LIFE
13%
65
OWN
11%
62
OWN
11%
65
OXYG
12%
71
OXYG
10%
74
VH1
10%
82
WE
10%
73
WE
10%
79
WE
9%
92
VH1
8%
84
LIFE
9%
Nielsen Npower, Live+SD % Comp, 1Q13 (12/31/2012-03/31/2013). Ranking based on 101-102 ad-supported cable
networks; Competitive set of networks shown.
Home Category Delivers High
Upscale VPVH
A25-54 HHI $100K+ VPVH Rank
Total Day
Rank
Prime
Network VPVH
Rank
Weekend
Network VPVH
Rank
Network VPVH
2
DIY
237
3
DIY
280
2
HGTV
234
5
HGTV
220
7
BRVO
253
4
DIY
225
6
BRVO
216
8
HGTV
246
9
BRVO
203
15
E!
173
15
TBSC
208
13
E!
189
16
DISC
168
16
FOOD
203
16
TRAV
183
16
FOOD
168
18
DISC
202
19
FOOD
177
18
TRAV
166
19
E!
196
20
CC
176
19
CC
162
22
CC
186
21
DISC
174
23
TBSC
155
27
FX
180
23
FX
159
30
FX
146
28
NGC
178
29
TBSC
149
31
NGC
145
30
TRAV
171
36
NGC
141
39
TLC
130
39
AEN
153
37
TLC
140
42
HIST
124
40
TNT
151
40
TNT
137
43
AEN
121
45
OWN
145
41
VH1
135
44
TNT
119
46
HIST
144
42
AEN
133
55
LIFE
103
49
TLC
134
42
HIST
133
61
OWN
96
59
LIFE
115
54
OWN
113
61
OXYG
96
63
WE
112
54
WE
113
64
USA
94
66
USA
109
65
USA
101
64
WE
94
68
OXYG
103
68
OXYG
95
66
VH1
93
72
VH1
99
72
GAC
86
79
GAC
77
76
GAC
88
77
LIFE
77
Nielsen Npower, Live+SD % Comp, 1Q13 (12/31/2012-03/31/2013). Ranking based on 101-102 ad-supported cable
networks; Competitive set of networks shown.
Home Category 1Q13 Numbers are Up
A25-54 Prime % Variance 1Q13 vs. 1Q12
HGTV had the Fifth Highest A25-54 absolute Prime
impression growth of all cable networks in 1Q13!
HGTV DIY
AEN
E!
HIST LIFE OWN OXYG TBS TLC
TNT USA VH1
WE
+7%
+3%
0%
0%
-3%
-6%
-5%
-6%
-4%
-6%
-8%
-10%
-20%
-19%
The Nielsen Company, Live+SD, A25-54 1Q13 (12/31/12-03/31/13) vs. 1Q12 (12/26/11-03/25/12), Prime (M-Su 8p-12a).
Upscale Viewers with Some of the Highest
Median HHI in Cable
#9
DIY
Median HHI among all ad-supported
cable in Total Day
#2 among competitive set, remains above the
ad-supported cable average for A25-54
$71,500
$53,200
+$18,300
DIY
Ad-Supported Cable
Nielsen via NPower. Live+SD, 1Q13 (12/31/12-03/31/13). Total Day M-Su 6a-6a.
Upscale Viewers with Some of the Highest
Percentage of Home Ownership in Cable
85%
DIY
Home owner % comp among all adsupported cable in Total Day
#1 among competitive set, remains above the
ad-supported cable average for A25-54
85%
63%
135 Index
DIY
Ad-Supported
Cable
Nielsen NPower, Live+SD (000). Total Day M-Su 6a-6a, 1Q13 (12/31/2012 - 03/31/2013). Audience composition base is
based off of demo.
DIY Viewers Have Money to Spend
#14 Discretionary income and #5
among competitive set
among all ad-supported
cable networks
DIY Network viewers have an extra
$16,349 to spend
each year
DIY Network viewers are
17% more likely to have a
discretionary income of $15K+
Experian Simmons Spring 2012 12 Month Study. A25-54, Ranked among 76 national, ad-supported networks
(excluding Hispanic, children and non-Nielsen-rated networks).
DIY Delivers Creditworthy Viewers
A25-54 Low Risk Vantage Score Groups A&B = 800-990
Rank
Network
% Comp
Index
1
2
3
4
5
6
7
8
9
10
HGTV
NBCS
GOLF
ESPN
DIY
CMDY
FOOD
TLC
FOXNC
ESPN2
42.4%
38.8%
37.2%
36.5%
35.7%
35.5%
34.2%
33.8%
33.2%
32.6%
133
121
116
114
112
111
107
106
104
102
Simmons, Summer 2012 Full Year. Base: A25-54. Ranked among 87 ad-supported cable networks.
DIY Viewers are Loyal
DIY Network upscale A25-54
viewers tuned in 3.9 times in
Prime and watched for
50 minutes
The Nielsen Company via NPower. September 2012 (08/27/12-09/30/12). Frequency = Events per unique; Time
spent viewing = Length of Tune x Events per unique. 93 networks included in rank.
Watch Commercials, Buy
Advertised Products
A25-54 HHI $75K+
#1
DIY
“Pay attention to commercials on
this network” and “Buy what’s
advertised on this network”
Among all basic cable and broadcast networks
for viewers A25-54
DIY Network
Rank
Index
I pay more attention
to the commercials on this
network
#3
138
I am more likely to buy
products advertised on this
network
#2T
144
Beta Research, Brand Identity Study 2012 base: A25-54 HHI $75K+. Very much describes. National sample of
cable subscribers. Ranked among 67 broadcast and primary basic cable networks.
Ad Receptive and Motivated
Scripps Home tops TV in Simmons
measures of Engagement and Ad
Receptivity for A25-54
DIY Network
Rank
Index
Ad Receptivity Average
#7
155
Motivation Average
#1
238
Experian Simmons Multi-Media Engagement Study: Spring 2012. Past 7 Days Viewing. Top 2 Box Data. Base: Adults
25-54; Ranked among 77 national, ad-supported networks (excluding Hispanic, children and non-Nielsen-rated
networks).
DIY’s Top Ranked Prime Programs
A25-54
(000)
Vanilla Ice Project
112
Rehab Addict
102
Ice My House Special
101
Rescue My Renovation
97
Bath Crashers
91
Kitchen Cousins
86
I Hate My Bath
84
Holmes Inspection
82
Bryk at a Time
78
Bronson Pinchot Project
77
I Hate My Kitchen
76
Renovation Realities
76
Nielsen via Toolbox, Live+SD A25-54 (000). 1Q13 (12/31/2012 - 03/31/2013). Prime M-Su 8p-12a programs airing 3+ t/c’s.
DIY Network Most Upscale A25-54
Programs
Upscale % Comp
54%
53%
52%
51%
49%
48%
48%
48%
Nielsen Live+SD. A25-54 (000), 1Q13, prime program average: M-Su 8p-12a. Upscale=HHI $100K+, programs listed
aired 3+ telecasts, ranked on % of schedule. ASC Upscale % Comp Prime Average: 26%.
DIY Network’s Top Programs are Upscale,
Along with Many Prime Programs
A25-54 (000), Upscale % Comp
% of
Schedule
Upscale
% Comp
Most Upscale
Programs
Upscale
% Comp
18%
Holmes on Homes
38%
Bryk at a Time
54%
11%
Rehab Addict
45%
Ice My House Special
53%
10%
Holmes Inspection
37%
House Crashers
52%
5%
Bronson Pinchot
Project
38%
I Want That
51%
Prime Average
42%
I Hate My Kitchen
49%
Rescue My Renovation
48%
Made in Milwaukee
48%
House of Bryan
48%
Nielsen Live+SD. A25-54 (000), 1Q13, prime program average: M-Su 8p-12a. Upscale=HHI $100K+, programs listed
aired 3+ telecasts,ranked on % of schedule.
Programs Driving 1Q13 Growth
DIY Network – Prime Combo program airings
showed growth vs. YAGO time period comparisons
A25-54 W25-54 A18-49 W18-49 A35-64 W35-64
A Bryk At A
Time
+90%
+100%
+90%
+83%
+83%
+103%
+78%
+51%
+69%
+26%
+95%
+34%
+70%
+68%
+80%
+84%
+94%
+108%
+66%
+41%
+87%
+91%
+71%
+51%
+65%
+43%
+84%
+70%
+52%
+39%
Season-to-Date
Ice My House
Special
Rehab Addict
Season-to-date
Rescue My
Renovation
Season-to-date
Vanilla Ice
Season 3
Nielsen, MultiTrack, L+SD, Ice My House Special (01/20/13) vs. YAGO (01/22/12) Su 11p-12a/2a-3a, Rehab Addict
(01/10/13-03/28/13) vs. YAGO (01/12/12 - 03/22/12)T 10p-10:30p/1a-1:30a, Vanilla Ice (01/27/13 - 04/28/13) vs. YAGO
(01/29/12 - 04/29/12)S 10p-10:30p/1a-1:30a, A Bryk at a Time (02/24/13-03/31/13) vs. YAGO (02/26/12-03/26/12) Su
9-10p/12-1a, Rescue My Renovation STD (02/27/13-03/27/13) vs. YAGO (02/22/12-03/21/12) W 9-9:30p/12-12:30a,
ranked on A25-54% growth.
Viewers are Drawn to A Bryk at a Time
Sunday 2/24/13 9p-10p/12a-1a
444K
93%
DOUBLE AND
TRIPLE-DIGIT
Viewers
watched
A Bryk At A
Time1
A25-54 Prime
viewers own
their homes2
Gains vs
YAGO time
period average:
3
249
189
157
139
113
112
94
92
75
47
+101%
P 25-54
1Nielsen
47
+140%
W 25-54
Prior 4 Weeks
75
70
69
35
+85%
+97%
+75%
M25-54
P 18-49
W 18-49
M 18-49
YAGO
53
40
+60%
Prior 13 Weeks
59
+122%
P 35-64
1Q13 Prime Combo Estimate
+166%
W 35-64
+74%
M 35-64
A Bryk at a Time Premiere
NPower, Live+SD (02/24/13), A Bryk at a Time, Su 9p-10:00p/12a-1:00a P2+ Cume (000), 6 minute qualifier. 2A
Bryk at a Time (02/24/13), Su 9p-10:00p, A25-54 Homeowner 3A Bryk at a Time Su 9p-10:00p/12a-1:00a vs. 1Q13 prime
combo estimate, prior 4 week (01/27/13-02/17/13),prior 13 week (11/25/12 - 02/17/13), YAGO (02/24/12), Su 9p-10:00p/
12a-1:00a.
I Want That: CES Special was a Hit
Wednesday 3/13/13 10p-11p/1a-2a
532K
44
DOUBLE-DIGIT
Median age Gains vs prior
for the prime 13 week time 3
period average
airing2
Viewers
watched
I Want That:
CES Special1
164
150
120
112
93
85
75
68
64
53
49
84
80
45
35
55
57
40
+61%
+31%
+89%
+60%
+51%
+70%
+46%
+45%
+47%
P 25-54
W 25-54
M25-54
P 18-49
W 18-49
M 18-49
P 35-64
W 35-64
M 35-64
Prior 4 Weeks
1Nielsen
Prior 13 Weeks
YAGO
1Q13 Prime Combo Estimate
I Want That: CES Special
NPower, Live+SD (03/13/13), Special I Want That CES 2013, W 10p-11:00p/1a-2:00a P2+ Cume (000), 6
minute qualifier. 2Multitrak Special I Want That CES 2013 (03/13/13), W 10p-11:00p, Median Age, vs. Prior 4 Week
(02/13/13-03/06/13). 3Special I Want That CES 2013 10p-11:00p/1a-2:00a vs. 1Q13 Prime Combo estimate, Prior 4
Week (02/13/13-03/06/13), Prior 13 week (12/06/12-03/06/13), YAGO (03/14/12), W 10p-11:00p/1a-2:00a.
The Vanilla Ice Project: Success in Season 3 Best Season EVER for A25-­‐54 Sundays (1/27/13-­‐4/28/13), 10p-­‐10:30p/1a-­‐1:30a #2
2.9M
Viewers tuned
into Season 3
of The Vanilla
Ice Project1
DOUBLE &
TRIPLE-DIGIT
Gains vs prior
13 week time
period average3
Prime Program
on DIY2
191 188 160 103 156 104 97 90 87 78 51 73 79 78 86 52 36 42 +83% +76% +87% +105% +103% +107% +22% +32% +10% P 25-­‐54 W 25-­‐54 M25-­‐54 P 18-­‐49 W 18-­‐49 M 18-­‐49 P 35-­‐64 W 35-­‐64 M 35-­‐64 Prior 13 Weeks VIP Season 1 VIP Season 2 VIP Season 3 Source: 1Nielsen NPower, Live+SD (01/27/13-­‐04/28/13), The Vanilla Ice Project, Su 10p-­‐10:30p/1a-­‐1:30a P2+ Cume (000), 6 minute qualifier. 2MulQtrak, ranking of all DIY programming airing in prime (8p-­‐12a) during season Qme period (01/27/13-­‐04/28/13), based off A25-­‐54 (000), , only programs with 3+ telecasts included, #1 show: Rehab Addict. 3The Vanilla Ice Project 10p-­‐10:30p/1a-­‐1:30a vs. 1Q13 Prime Combo esQmate, 2Q13 Prime Combo esQmate, Prior 4 Week (12/30/12-­‐01/20/13), Prior 13 week (10/28/12-­‐01/20/13) Su 10p-­‐10:30p/1a-­‐1:30a, The Vanilla Ice Project Season 1 (10/14/10-­‐12/16/10) Th 9p-­‐9:30p/12a-­‐!2:30a, and The Vanilla Ice Project Season 2 (01/21/12-­‐04/07/12), Sa 10p-­‐10:30p/1a-­‐1:30a.