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As Heat Rises, So Do Syndie's Numbers

Compared to broadcast and cable, off-net shows stabilize in summer 7/30/2012 12:01:00 AM Eastern

With syndication earning stable
ratings returns and many programs
ranked among the top of all
television programs, Mitch Burg, president of
the Syndicated Network Television Association
(SNTA), is busy convincing marketers to
move more of their money into syndication
during the summer months.

Ratings for syndicated shows decline only
about 10% in the summer over their May performance
average, while ratings for broadcast
network television fall off nearly 40% once
June hits, according to the SNTA.

“What this says is, there are viewers available,
and you have to invest in the right programs
to reach them,” Burg says. He counts
syndicated shows—especially top-rated offnet
sitcoms—among those programs.

“Summer is the second busiest sales period
of the year: More cars are sold in July than
any other month, and kids are going back
to school and back to college,” Burg says.
“And the big summer blockbusters come
out in June and July. What happens is that
smart marketers say, ‘I have to move product,
so I need to have a different solution for the
summer than I have for the rest of the year.’
Whether that’s consumer packaged goods,
auto or movies, marketers are acknowledging
syndication’s strength in the summer and
moving some money out of primetime and
into syndication.”

Syndicated shows also appear to grow in
strength as the week goes on, making them
even more appealing to advertisers in the
categories that Burg cites. In June, syndicated
shows represented five of the top 10
programs among adults 18-49 on Thursdays,
with shows airing on CBS and ABC comprising
the other five. On Fridays, the number of
syndicated shows in the top 10 increased to
eight, according to an SNTA analysis of how
shows performed in June.

Moreover, average daily consumer spending
also gathers steam as the week progresses,
according to a Gallup poll conducted in October
2009. On Mondays, consumers spend an
average of $59 per day. When Thursday rolls
around, that increases to $63 per day, topping
out at $76 per day on Saturdays, explaining
why advertisers want to reach consumers
before they head out to America’s shopping
malls and movie theaters.

In general, syndicated shows make up five
of the top 10 shows each week within the key
adult 18-49 demographic, as well as 17 of the
top 25, and 30 of the top 50. That picture is
even better among adults 18-34, with syndicated
shows occupying seven of the top 10
shows, 18 of the top 25, and 31 of the top 50,
on average, each week.

Those top performers include syndicated
hits such as Warner Bros.’ The Big Bang Theory
and Two and a Half Men, and Twentieth’s Family

This summer, syndicated shows have led all
of the television rankers among both adults
18-49 and adults 18-34, holding their own
against such popular programs as NBC’s America’s
Got Talent
and History’s Emmy-nominated
miniseries Hatfields & McCoys.

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