Turner Insights: Summer 2015
Tuesday, September 15, 2015
Summer 2015 Performance Highlights
As Turner continues to power all screens with our entertainment, kids, news and sports premium content, we felt it was the right time to evolve the way we communicate our research insights to you. This is the first of our periodic reports on the company's brand performance, this one covering Summer 2015, with a handful of year-to-date insights.
We hope you will find these reports valuable as we strive to drive the industry forward with advanced data and analytics company-wide.
Please feel free to connect with me or Jenn Toner if you have any questions about what we've shared today. I look forward to continuing the conversation as we reveal more advanced studies and performance factors.
Chief Research Officer, Turner
Turner Multi-Screen Performance
NOTE: All data source information is available upon request.
The Turner portfolio, spanning television, digital and mobile platforms, is reaching an average of 76% of adults 18+ domestically per month for the year-to-date.
Turner brands account for 64% of all high-rated entertainment gross ratings points (GRP).
Turner continued to dominate this summer on the linear front, according to final Live + 7 data. TNT came in at #1 for total viewers and households in primetime, while Adult Swim secured #1 in primetime for adults 18-34 and #1 in total day for adults 18-34 and adults 18-49.
Cartoon Network continued to grow while once again securing its place as the #2 network on all of television for kids 6-11 and #1 with key boy demos.
Overall, Turner claimed three of basic cable's Top 5 networks in primetime delivery of adults 18-49: TNT, Adult Swim, TBS. Meanwhile among adults 18-34 in primetime, TBS joined first-place Adult Swim in the Top 3.
The Turner portfolio accounted for 56% of all daily Top 20 telecasts on cable with adults 18-49 this summer. In addition, Turner landed 10 or more shows in the daily Top 20 a total of 43 times this summer, including 20 nights in which a Turner network claimed the #1 spot.
Turner's vast portfolio has accounted for nearly 12% of all set-top VOD transactions for the year-to-date, a share increase of 11% over the same time period last year.
Turner Digital ranked as the #3 broadcast media property for both unique visitors (114.4 million) and time spent (621.4 million hours) for the year through July.
Turner Digital also accounted for two of comScore's Top 5 broadcast media channels in combined online and mobile delivery of unique visitors and total time spent, with CNN and Bleacher Report –Turner Sports Network making the list.
CNN has grown its delivery of unique visitors by +7% (71.8 million unique visitors) over last year and total time spent by +10% (264.1 million hours). Other digital properties showing growth in unique visitors were CNN Money (+26% with 21.1 million unique visitors), NBA (+12% with 17.1 million unique visitors) and Cartoon Network Online (+11% with 6.8 million unique visitors). Additionally, CNN Money grew +104% in total time spent (38.3 million hours).
With more than 533 million followers across Facebook, Instagram, Twitter and Vine, the Turner portfolio accumulated over 262 million engagements across its properties over the summer.
TNT won the summer as basic cable's #1 network in primetime delivery of total viewers for the second consecutive summer. This win also moved TNT into position as the #1 network in primetime for the year-to-date.
TNT dominated the original programming charts, claiming seven of basic cable's Top 10 original scripted series for the summer, more than any other network. TNT also claimed four of basic cable's Top 20 scripted originals among adults 18-49 and six among adults 25-54.
The percentage of viewers watching via DVR has increased for every returning scripted drama on TNT, including The Last Ship (+8% in DVR viewer composition vs. summer 2014) and Murder in the First (+10%).
This summer, Adult Swim continued to easily dominate the basic cable competition, ranking as basic cable's #1 network in total delivery of adults and men 18-24, 18-34 & 18-49, with a +98% lead over the nearest late night competitor among adults 18-34. This success spans across platforms, with digital video plays increasing by +66% over last summer and 12.2 million VOD orders in June and July.
The second season premiere of Rick and Morty (Sun 7/26/15, 11:30p), ranked as the top delivered original telecast for the network in 2015 among all key adults and men 18-24. The season premiere was also the #1 watched telecast of the day among adults 18-24 and all key men. On average, season two premieres consistently rank #1 in their timeslot and perform between +32 and +50% higher than season one premiere averages among all key demos.
Original series Aqua Teen Hunger Force Forever (Sundays, 12a), Your Pretty Face Is Going to Hell (Sundays, 12:15a) and Childrens Hospital (Fridays, 12a) regularly ranked as basic cable's #1 programs in their timeslots among all key adults and men.
Continuing to be a multiplatform powerhouse in total consumption, this summer Cartoon Network was the #1 ad-supported cable network in Total Day among kids 6-11, having its highest-rated summer in the last three years among kids 2-11 and 6-11. Cartoon Network was also the #1 network on VOD in June and July with more than 80 million total orders across those months, and in the two months following its July 9 re-launch, the Cartoon Network video app showed +155% growth in traffic versus the prior four weeks pre-launch.
Cartoon Network Studios' newest original series We Bare Bears ranked as television's #1 animated series launch of 2015 among kids 2-11, kids 6-11, kids 9-14, and boys 9-14, while also ranking as television's #1 series launch overall among boys 2-11 and 6-11. We Bare Bears joins a full roster of excellent animated entertainment including Teen Titans Go!, which ranked as the #1 animated series for kids 6-11 among all premiere plays this summer.
Cartoon Network Games launched five mobile games this summer, all of which ranked on the iTunes Top 25 overall app charts on iPad during their launch weeks. Among the new titles was Free Fur All – We Bare Bears, the strongest Cartoon Network ad-supported mobile game launch to-date based on first week total active unique users.
TBS was one of basic cable's Top 3 networks in primetime delivery of adults 18-49 and adults 18-34 for the summer. The network's solid performance helped keep it on top as basic cable's #1 network in primetime delivery of adults 18-49 for the year-to-date.
TBS's animated hit American Dad! ranked as one of basic cable's Top 20 scripted originals among adults 18-49 for the summer.
In late night this summer, TBS's CONAN scored big numbers with a week of shows in San Diego during Comic-Con® International, reaching 6.1 million viewers and generating more than 10 million online video views. TBS also made waves in social media this summer with the first of several teaser promos for the upcoming late-night series Full Frontal with Samantha Bee.
truTV is continuing to get younger in primetime, having just completed the youngest summer in the history of the network. With a median age of 37, the truTV audience is a full five years younger than the same time a year ago.
Impractical Jokers remains a big hit for the network, delivering 1.8 million viewers this summer and ranking as one of the Top 3 basic cable programs in its timeslot with adults 18-34 and men 18-49, the Top 5 with adults 18-49 and the Top 10 with total viewers. The show is consistently a dual-gender hit, with Top 5 rankings among women 18-34, women 18-49 and men 18-34. Impractical Jokers also delivers a young audience, with a median age of 32 and receives a +91% lift in Adults 18-49 via time shifting (Live + Same Day vs. Live +7). Impractical Jokers hit new highs as the show celebrated its 100th episode with the Impractical Jokers LIVE Punishment Special, which has so far delivered 3.7 million viewers in Live +3 delivery, making it the network's most watched program in 19 months.
truTV Digital had a very successful summer, with August 2015 being the best month for video starts, rising +29% since the same time last year. Impractical Jokers and The Carbonaro Effect were the big hits for truTV Digital, with Impractical Jokers doubling in video starts year-to-year and The Carbonaro Effect tripling. truTV's YouTube channel grew +4% since the same time last year, while “likes” were up +21% and the “shares” were up an outstanding +396%.
Turner Sports' comprehensive multimedia coverage of the 2015 PGA Championship grossed 11.4 million exposures – an increase of +35% over 2014 – across its daily TNT average audiences and PGA.com mobile, online and TV Everywhere platforms. TNT's four-day coverage, Aug. 13-16, recorded a +28% increase in total viewership over last year, while PGA.com's suite of digital products, managed by Turner Sports, registered significant year-over-year gains, including live video views (+56%) and live hours consumed (+91%).
Bleacher Report averaged more than 34 million cross-platform uniques in June and July to rank #2 among all standalone sports sites in the U.S., according to comScore. Additionally, Bleacher Report ranked second among all publishers (extending beyond the sports category) in total interactions across Facebook, Instagram and Twitter in July, according to CrowdTangle.
NBA Digital delivered record-setting numbers across both its 2015 NBA Finals and NBA Summer League coverage. NBA TV's signature studio show, NBA GameTime, generated double-digit audience growth for its NBA Finals coverage, June 1-16, including an +11% increase for its pre-game episodes and a +15% increase for post-game coverage. Original programs, including The Starters (+19%) and NBA Inside Stuff (+8%) also delivered gains over 2014. Additionally, a record 336 million videos were consumed across NBA.com and NBA Mobile, eclipsing the record set during last year's NBA Finals.
NBA TV's comprehensive coverage of NBA Summer League – 68 game telecasts from July 4-20 – delivered the network's most-viewed live Summer League coverage ever, including its most-viewed NBA Summer League game telecast of all time and its most-viewed Samsung NBA Summer League championship game ever.
Sunday MLB on TBS
Through its first 10 weeks this season, Sunday MLB on TBS live game telecasts have grown +40% in total viewership over last year's comparable coverage. Additionally, the network's 10 regular-season games from July 15 through Sept. 13 have delivered double-digit gains across all key demos: +21% among adults 18-49, +25% for adults 25-54, +12% with men 18-49 and +23% for men 25-54.