Dramas draw the largest share of primetime viewership, timeshifting and ad spend of the five traditional primetime genres, according to the first of a
three-part insight series released by Nielsen.
The study examines viewership and advertising across drama,
news, reality, sitcom and sports. In 2011, $72 billion was spent on TV advertising,
with $14 billion allocated to the five primetime genres. Dramas, which
accounted for 41% of primetime viewing and 58% of timeshifted viewing, drew 35% of ad dollars, the most of any genre.
Sports, which accounted for 22% of viewing -- and one of the lower amounts
of timeshifted viewing at 8% -- drew an ad spend of 29%, or $4.1 billion.
Reality, with 16% of primetime viewing and 14% timeshifted,
drew 17% of the allocated ad dollars, and also accounted for over half of all
product placements. Sitcoms, drawing 11% of primetime and 16% of timeshifted,
drew 15% of ad dollars.
News accounted for the least amount of ad dollars at 4%, with
10% primetime viewing and 4% of timeshifting.