NPOWER IN DEPTH

Did the viewers of the Season Premiere return to watch Episode 2, 3, or 4?

Step 1: Create a Unification for a period that encompasses the Season Premiere as well as the following episodes. 

Step 2: Create one schedule for each episode – one for the Season Premiere, a second for Episode 2, a third for Episode 3, etc. 

Step 3: Pull all schedules into a Reach and Frequency Duplication report; the Premiere as the Primary Schedule, the Episode 2 as the Secondary Schedule, Episode 3 as the Secondary Schedule, etc. Focus on the “Duplication” columns, the Primary Duplication shows the percentage of those who tuned in to the Premiere who also came back and tuned in to the following episode, the Secondary Duplication shows the percentage of those who tuned in to following episode who also tuned in to the Season Premiere. 

DEMOGRAPHIC	PRIMARY SCHEDULE NAME	SECONDARY SCHEDULE NAME	PRIMARY DUPLICATION %	Secondary Duplication %
Persons 25-54	Season Premiere	Episode 2	53.05	58.06
Persons 25-54	Season Premiere	Episode 3	48.37	54.41
Persons 25-54	Season Premiere	Episode 4	44.11	53.25

In this case, more than half of the viewers for our new episodes have tuned in to the Premiere, as shown in Secondary Duplication % column (58.06, 54.41, 53.25).

However, we are losing viewers from those who tuned in to the Premiere, as shown in Primary Duplication % column (53.05 declined to 44.11). 

Now, we can run a segmentation to profile those who tuned in to the Premiere and not the new Episode to understand what segment of our audience is losing interest in the program. 

What is the profile of the viewers that tuned in to the Season Premiere (Episode 1) but did not return to watch Episode 2?

Step 1: Create a Unification for a period that encompasses the Season Premiere as well as the following episode.

Step 2: Create a Number of Minutes Program Segmentation to segment the viewers of Episode 2 into those who viewed and those who did not. A one-minute or six-minute qualifier is typically used. Use a broad demographic such as P2-99 and use the Composite Market Break. 

Step 3: Create a second Number of Minutes Program Segmentation for those who tuned in the Premiere Episode. In the Segmentation Demographic screen, select the “Non-Viewers” of the 2nd Episode Segmentation from the “Segmentation Characteristic” tab and use the broad emographic of P2-99 as before. This will be our base. From the Demographic Profile and Market Break Profiles, enter in the audience composition profiles. Remember, the base will be “P2-99 that were Non-Viewers of Episode 2”, which will then be crossed with “Top Viewers of Episode 1” so any profile will be a percentage of that universe. 

Step 4: Once exported, look at the Profile Tab to see the profile of those “Non-Viewers of Episode 2” who are “Top Minute Viewers” of Episode 1. Sort the report to look at only the Top Minute Segment and use the Profile Distribution column to see the Audience Profile. Remember to keep an eye on the Segment Household/Persons column to ensure that the sample size is sufficient. 

SEGMENTATION NAME	MARKET BREAK	DEMOGRAPHIC	SEGMENT	PROFILE DISTRIBUTION %	SEGMENT HOUSEHOLDS/ PERSONS
Episode 2 Non-Viewers	Composite	Persons 2-99	Top Minutes (1) Episode 1	100	1,601
Episode 2 Non-Viewers	Composite	Females 2-99	Top Minutes (1) Episode 1	55.06	903
Episode 2 Non-Viewers	Composite	Males 2-99	Top Minutes (1) Episode 1	44.94	698

In this case, 55.06% of those who tuned in to the Premiere but were Non-Viewers of Episode 2 were Female, 44.94% were Male, etc. 

Did my viewers switch channels to tune in to my Season Premiere? Or were they already viewing my network?

Step 1: Create a Unification for a period that encompasses the Season Premiere.

Step 2: Create a program schedule for the premiere as well as a daypart schedule for the 15 minutes leading into the program. On the daypart schedule, select your networks and any others you would like to track. You may also include HUT/PUT and Video Games to see if viewers turned their set on, or, turned off their gaming device to tune in to the premiere. Report the daypart schedule by Originator. 

Step 3: Pull all schedules into a Reach and Frequency Duplication report; the Premiere as the Primary Schedule and all other schedules as the Secondary. Focus on the “Duplication” columns, the Primary Duplication shows the percentage of those who tuned in to the Premiere who were previously tuned in to one of the other sources before tuning in to the Season Premiere. 

DEMOGRAPHIC	PRIMARY SCHEDULE NAME	SECONDARY SCHEDULE NAME	PRIMARY DUPLICATION %	SECONDARY DUPLICATION %
Persons 25-54	Network A Season Premiere Program 10-1059pm (1, 60)	Network A 9:45PM-9:59PM (1, 14)	23.60	46.99
Persons 25-54	Network A Season Premiere Program 10-1059pm (1, 60)	Network B 9:45PM-9:59PM (1, 14)	3.69	9.35
Persons 25-54	Network A Season Premiere Program 10-1059pm (1, 60)	HUT/PUT Viewing Source 9:45PM-9:59PM (1, 14)	72.64	8.77

In this example, 23.60% of those who tuned in to the Premiere were already on my network leading in to the premiere. 3.69% came from my competitor Network B, and 27.36% had their sets turned off before my premiere started indicating they may have turned on their sets specifically to tune in to the premiere. 

NOTE – To find general insights, build this example across multiple telecasts.

Remember, when working with the Measurement Interval screen on program based reports, there is the option to automatically select the entire season of a program. Look for the Avg Type tab to the right of the calendar.

• Season Premiere to Date includes all telecasts from the Season Premiere to the most recent telecast. 
• Season to End of Interval pulls all telecasts from the Season Premiere to the end date entered in the Measurement Interval Screen.
• Premiere to Date pulls all telecasts from the most recent Premiere episode to the most recent Telecast.