News Column

Optimedia Releases Content Power Ratings 6.0

May 10, 2013

YellowBrix

Proprietary World Class Research Study is Industry's Only TV Ranking System of its Kind Across Four Screens

AMC's "The Walking Dead" Stumbles into the #1 Position; In Its 24th Season, "The Simpsons" Ranks #2

"Pretty Little Liars" Proves the Power of Real Time Online Audience Engagement

Optimedia Leverages New CPRoi Metric to Identify Efficient Opportunities to Align with Engaging Content

NEW YORK--(BUSINESS WIRE)-- Optimedia announces the release of Content Power Ratings 6.0 today, the agency's proprietary research report measuring cross-platform audience delivery, social engagement, and advocacy of television programs.

First released in 2008, Content Power Ratings is the most comprehensive study of its time, offering advertisers and networks an independent assessment of a TV show's commercial value. Factoring in total cross-platform audience size, involvement, and advocacy, the report is the only of its kind providing the industry's sole TV ranking system across four screens including TV, web, smartphone, and tablet.

In order to provide clear insights into new ways audiences are interacting with and advocating for their favorite programs, Optimedia incorporated several television-related social metrics. Utilizing data from Twitter's Bluefin Labs Signals and GetGlue check-ins, among other sources, Optimedia is better able to capture the impact of Social TV on viewer engagement.

AMC's The Walking Dead climbed to the top of this year's list (up from #19 in 2012) due to its high advocacy and engagement levels. In its 24th season, The Simpsons climbs to the #2 position, up from #11 in 2012.

While singing competitions still dominate, for the first time cable programs have begun to appear in the top 10 positions. Along with AMC's The Walking Dead at #1, ABC Family's Pretty Little Liars ranks in at #9, demonstrating the continued rise of cable's premium and engaging content among television viewers today.

CPRoi

In line with the agency's Live ROI proposition, and to provide monetary relevance for the CPR ranker, Optimedia created a supplemental ranker: CPRoi. CPRoi provides the agency with confidence that they are getting the best bang for their buck on a program-by-program basis. By weighing the traditional CPR score against the program's average CPM, Optimedia can justify the level of investment in television content by ensuring the value of program audiences based on the 3 pillars of CPR - Audience, Involvement, and Advocacy.

"The comprehensive content evaluation generated by CPR allows Optimedia to pinpoint the content that best resonates with consumers across screens and beyond," Kym Frank, Vice President of Strategic Insights at Optimedia says. "The addition of CPRoi takes the value of CPR one step further, identifying opportunities for our clients to partner with the best content relative to the required financial investment."

Methodology

Content Power Ratings incorporates data from the agency's own primary research, as well as from Nielsen Media Research's NTI database, comScore's Media Metrix, Video and Mobile Metrix, Facebook, Klout, Twitalyzer, Google's Wildfire, Dow Jones Factiva, Twitter's Bluefin Labs, and GetGlue check-ins. Optimedia's Content Power Ratings values programs using three key criteria:

-- Audience Delivery - including average audience impressions across TV, web and mobile platforms (smartphones and tablets) -- Involvement - overall awareness of and loyalty to program; including Google search volume, effort made to watch the show, the social media buzz generated within the three-hour window of show airing, and program "check-ins" -- Advocacy - overall level of conversation and PR activity - including press mentions, recommendations and general "buzz," in addition to personal recommendations

Key findings of Content Power Ratings 6.0 include:

-- AMC's The Walking Dead (#1) dominated the rankings across all the CPR pillars (Audience, Involvement, and Advocacy), taking the top spot from FOX's American Idol -- CBS's new drama Elementary (#24) is the only new program to rank in the top 25, driven by its audience size and advocacy levels -- Demonstrating the impact of Social TV, ABC Family's Pretty Little Liars was catapulted to #9 in this year's CPR ranker (up from #28 in 2012), due to its extremely social audience

"Content Power Ratings enables Optimedia to continue our commitment to help our clients navigate the increasingly dynamic and complex media landscape," said Dave Ehlers, President of Optimedia. "CPR assists Optimedia in identifying valuable marketing opportunities for our clients with the most engaging with television content in the multi-screen world we now inhabit"

Content Power Ratings 6.0 Ranking

Top 25 Primetime Shows

------------------------------- -------------- ------------ ------------ PROGRAM NETWORK CPR 6.0 RANK NIELSEN RANK ------------------------------- -------------- ------------ ------------ THE WALKING DEAD AMC 1 89 ------------------------------- -------------- ------------ ------------ THE SIMPSONS FOX 2 100 ------------------------------- -------------- ------------ ------------ THE BIG BANG THEORY CBS 3 4 ------------------------------- -------------- ------------ ------------ THE X-FACTOR FOX 4 31 ------------------------------- -------------- ------------ ------------ AMERICAN IDOL FOX 5 2 ------------------------------- -------------- ------------ ------------ DANCING WITH THE STARS ABC 6 3 ------------------------------- -------------- ------------ ------------ THE VOICE NBC 7 15 ------------------------------- -------------- ------------ ------------ FAMILY GUY FOX 8 79 ------------------------------- -------------- ------------ ------------ PRETTY LITTLE LIARS ABC FAMILY 9 176 ------------------------------- -------------- ------------ ------------ GLEE FOX 10 52 ------------------------------- -------------- ------------ ------------ TWO AND A HALF MEN CBS 11 12 ------------------------------- -------------- ------------ ------------ GREY'S ANATOMY ABC 12 17 ------------------------------- -------------- ------------ ------------ NCIS CBS 13 1 ------------------------------- -------------- ------------ ------------ MODERN FAMILY ABC 14 24 ------------------------------- -------------- ------------ ------------ SOUTH PARK COMEDY CENTRAL 15 275 ------------------------------- -------------- ------------ ------------ HOW I MET YOUR MOTHER CBS 16 40 ------------------------------- -------------- ------------ ------------ REVENGE ABC 17 23 ------------------------------- -------------- ------------ ------------ CRIMINAL MINDS CBS 18 18 ------------------------------- -------------- ------------ ------------ ONCE UPON A TIME ABC 19 27 ------------------------------- -------------- ------------ ------------ VAMPIRE DIARIES CW 20 140 ------------------------------- -------------- ------------ ------------ CASTLE ABC 21 11 ------------------------------- -------------- ------------ ------------ THE BACHELOR ABC 22 25 ------------------------------- -------------- ------------ ------------ CSI CBS 23 20 ------------------------------- -------------- ------------ ------------ ELEMENTARY CBS 24 6 ------------------------------- -------------- ------------ ------------ MAD MEN AMC 25 103 ------------------------------- -------------- ------------ ------------ Top 5 Late Night Shows ------------------------------- -------------- ------------ ------------ PROGRAM NETWORK CPR 6.0 RANK NIELSEN RANK ------------------------------- -------------- ------------ ------------ SATURDAY NIGHT LIVE NBC 1 1 ------------------------------- -------------- ------------ ------------ LATE NIGHT WITH JIMMY FALLON NBC 2 6 ------------------------------- -------------- ------------ ------------ THE TONIGHT SHOW WITH JAY LENO NBC 3 2 ------------------------------- -------------- ------------ ------------ THE DAILY SHOW WITH JON STEWART COMEDY CENTRAL 4 8 ------------------------------- -------------- ------------ ------------ THE COLBERT REPORT COMEDY CENTRAL 5 9 ------------------------------- -------------- ------------ ------------

About Optimedia

Optimedia is a division of ZenithOptimedia Worldwide, "The ROI Agency." As such, the company is committed to delivering clients the best possible return on their advertising investments. This approach is supported by world leading tools and proprietary research. Optimedia is headquartered in New York with offices across the US including Chicago, Dallas, Indianapolis, Los Angeles, San Francisco and Seattle.

Press: ZenithOptimedia Randy Mayer, 212-859-1142 Randy.mayer@zenithoptimedia-na.com

Source: Optimedia

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