CNN readies “up front” presentation…
Mediaweek’s Anthony Crupi writes about CNN’s new up front presentation…
Greg D’Alba, evp and COO of CNN ad sales, is taking an unprecedented first step, telling buyers he’ll guarantee away-from-home deliveries in this year’s upfront. If CNN gets any takers, it will mark the first time a network will write business based on its viewership in bars, restaurants, hotels and third-party residences.
A glance at CNN’s fourth-quarter deliveries suggests that there’s a good chunk of money to be made in nontraditional venues. According to Arbitron’s ARB-TV service, away-from-home viewing gave CNN a 40 percent lift in the core news demo (adults 25-54), while boosting the network’s delivery of viewers 18-49 by 47 percent. The lift for the younger demo was predictably amplified, as CNN’s overall draw among adults 18-34 grew by 59 percent.
Certainly it’s to CNN’s benefit to steer the conversation away from prime. The network’s struggles in the daypart are well documented, but even in the midst of a particularly robust news cycle, CNN’s linear deliveries have raised a few eyebrows. In a month that witnessed the aftermath of the earthquake in Haiti, the special election in Massachusetts and President Obama’s first State of the Union Address, CNN fell 34 percent in prime, with an average draw of 843,000 viewers. The news demo was down 37 percent to 259,000, just half that of Fox News Channel.
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February 7, 2010 at 8:45 pm
More power to them if they can get it. The article should have pointed out that the revenue was revenue for both CNN & HLN (ad and carriage fees).
FNC could certainly benefit from all the out of home viewing. I see more tvs on FNC in hospitals, bars, airports, health clubs etc than I do CNN. I find this to be extemely interesting because it was only about 7 years ago or so that FNC had the “hotel room finder” on their website.
February 7, 2010 at 9:02 pm
Anecdotally, as I work in several hospitals, I’m increasingly seeing FNC on waiting room and patient room sets. Still, though, I’d have to say that CNN or HLN is on most of them.
I do hope CNN cashes in on this.