Loyalty vs.

Ratings
A Comparison

Jerome Samson - Confidential & Proprietary

Copyright © 2010 The Nielsen Company
 Purpose

The following slides illustrate the fact that Program

Loyalty and Ratings are two very different constructs:
although correlated, one cannot easily predict the other

Slide Women 02-34

3 All Programs*
4 Top 10 Programs by Loyalty**
5 Top 10 Programs by AA%***

Women 35-64
6 All Programs
7 Top 10 Programs by Loyalty
8 Top 10 Programs by AA%

* Analysis based on 119 prime time shows in Spring 07

** Loyalty is here defined as 5/10 telecasts, and the duration threshold for each
telecast is set at half of the telecast’s total length (please refer to Loyalty –
Recommendation for New Service – JS011210.ppt for background)

*** AA% used is Live+7

Jerome Samson - Confidential & Proprietary

Copyright © 2010 The Nielsen Company
Women 02-34

Loyalty
30%

20%

10%

0% AA%
119 prime time shows – Spring 07 2% 4% 6% 8% 10% 12%

Jerome Samson - Confidential & Proprietary

Copyright © 2010 The Nielsen Company
 Women 02-34

Loyalty
1
30%

3 2

45

20% 6 8 7 9
10

TOP 10 PROGRAMS BY LOYALTY

1 GREY'S ANATOMY-THU 9PM (ABC)

2 AMERICAN IDOL-TUESDAY (FOX) 10%
3 PROJECT RUNWAY (BRVO)
4 LOST (ABC)
5 DESPERATE HOUSEWIVES (ABC)
6 THE HILLS (MTV)
7 OFFICE (NBC)
8 GILMORE GIRLS (CW)
9 HEROES (NBC)
10 CSI (CBS)
0% AA%
119 prime time shows – Spring 07 2% 4% 6% 8% 10% 12%

Jerome Samson - Confidential & Proprietary

Copyright © 2010 The Nielsen Company
 Women 02-34

Loyalty
3
30%

8 5

20%
4
9
2

TOP 10 PROGRAMS BY AA%

6
1 AMERICAN IDOL-TUESDAY (FOX) 7
2 HOUSE (FOX) 10
10%
3 GREY'S ANATOMY-THU 9PM (ABC)
4 HEROES (NBC)
5 DESPERATE HOUSEWIVES (ABC)
6 DANCING WITH THE STARS (ABC)
7 SO YOU THINK CN DANCE-THU (FOX)
8 LOST (ABC)
9 AMERICA’S NEXT TOP MODEL (CW)
10 EXTREME MAKEOVER:HOME ED. (ABC)
0% AA%
119 prime time shows – Spring 07 2% 4% 6% 8% 10% 12%

Jerome Samson - Confidential & Proprietary

Copyright © 2010 The Nielsen Company
Women 35-64

Loyalty
30%

20%

10%

0% AA%
119 prime time shows – Spring 07 2% 4% 6% 8% 10% 12%

Jerome Samson - Confidential & Proprietary

Copyright © 2010 The Nielsen Company
 Women 35-64
1

Loyalty
2

3
4

30%
6 5
7
10 98

20%

TOP 10 PROGRAMS BY LOYALTY

1 GREY'S ANATOMY-THU 9PM (ABC)

2 AMERICAN IDOL-TUESDAY (FOX) 10%
3 DESPERATE HOUSEWIVES (ABC)
4 CSI (CBS)
5 CSI: MIAMI (CBS)
6 PROJECT RUNWAY (BRVO)
7 TWO AND A HALF MEN (CBS)
8 CRIMINAL MINDS (CBS)
9 BROTHERS AND SISTERS (ABC)
10 OLD CHRISTINE (CBS)
0% AA%
119 prime time shows – Spring 07 2% 4% 6% 8% 10% 12%

Jerome Samson - Confidential & Proprietary

Copyright © 2010 The Nielsen Company
 Women 35-64
4

Loyalty
1

7
5

30%
6

32
9

10 8
20%

TOP 10 PROGRAMS BY AA%

1 AMERICAN IDOL-TUESDAY (FOX)

2 HOUSE (FOX) 10%
3 DANCING WITH THE STARS (ABC)
4 GREY’S ANATOMY-THU 9PM (ABC)
5 CSI (CBS)
6 CSI: MIAMI (CBS)
7 DESPERATE HOUSEWIVES (ABC)
8 WITHOUT A TRACE (CBS)
9 SURVIVOR: COOK ISLANDS (CBS)
10 COLD CASE (CBS)
0% AA%
119 prime time shows – Spring 07 2% 4% 6% 8% 10% 12%

Jerome Samson - Confidential & Proprietary

Copyright © 2010 The Nielsen Company