Over-the-Air Strategies
2007-2009
PBS Showcase 2007
Dennis Haarsager
KWSU/KTNW
Over-the-Air Strategies
• Competition for viewer attention increases
with cable and DBS growth
• Consumers are buying HD-capable
monitors and receivers
• OTA is still important in many markets and
PTV memberships are disproportionately
impacted
• Dual OTA strategies
# Ch’s Avail In Avg US HH
Year
2006
# of
Chan’ls
Available
104.2
# of
Chan’ls
Viewed
15.7
% of Avail
Channels
Viewed
15.1%
2005
96.4
15.4
16.0%
2004
92.6
15.0
16.2%
2000
61.4
13.6
22.1%
1995
41.1
10.1
24.6%
1990
33.2
n/a
n/a
1985
18.8
n/a
n/a
Source: Nielsen Media Research, National People Meter Sample
Source: Nielsen Media Res.
HH mins/channel
viewed down 26%
from 95 to 05
Over-the-Air Strategies
• Competition for viewer attention increases
with cable and DBS growth
• Consumers are buying HD-capable
monitors and receivers
• OTA is still important in many markets and
PTV memberships are disproportionately
impacted
• Dual OTA strategies
Think Higher Definition
• With a proper antenna, even SD provides a
noticeably better viewing experience than
analog (perfect picture)
• On the cheap new DTV SD receivers, HD
programming stands out
• Most broadcasters will provide more bits and
better encoding for SD and HD than will cable
and satellite
CEA HD Estimates
•
•
•
•
•
28% of HH have HD sets
35 million sets
More than half are 40”+
Paid an average $1,347 per set
Receive using:
–
–
–
–
Cable, 40% STB, 18% no STB
Satellite, 30%
Antenna, 10%
Internet, fiber optic, 4% each
Source: CEA survey
of 2,090 adults in
December 2006
Over-the-Air Strategies
• Competition for viewer attention increases
with cable and DBS growth
• Consumers are buying HD-capable
monitors and receivers
• OTA is still important in many markets and
PTV memberships are disproportionately
impacted
• Dual OTA strategies
OTA Produces Members
• CPB-commissioned data show that OTA is
disproportionately used by PTV members
• Averaging three OTA estimates (Nielsen, Home
Tech, Centris), an educated guess is the OTA
member % is about 50% higher than your
market’s OTA %
• Among known members:
– 88% are in the prime “Measured & Engaged”
segment, vs. 20% of all members
– 70% “turn to PBS first” vs. 54% of all members
Top PTV OTA DMA (%)
DMA
% OTA
OTA HH
Mbr %
Harlingen, et al.
El Paso
Boise
Fairbanks
Duluth-Superior
37.3
31.9
30.3
26.1
24.9
122,000
94,000
72,000
9,000
43,000
57
49
46
40
38
Salt Lake City
Fresno-Visalia
Minneapolis-St Paul
South Bend-Elkhart
24.0
23.9
23.3
23.3
201,000
133,000
391,000
78,000
37
36
36
36
Source: Nielsen Media Research
Top PTV OTA DMA (HH)
DMA
OTA % OTA HH
Mbr %
Los Angeles
Chicago
19.7
17.9
1,105,000
618,000
30
27
Dallas-Ft Worth
New York
20.3
6.1
483,000
449,000
31
9
Houston
Minneapolis-St Paul
San Fran-Oakland-SJ
Phoenix
22.6
23.3
11.2
15.4
448,000
391,000
267,000
266,000
35
36
17
24
Portland, OR
21.2
237,000
32
St Louis
19.1
235,000
29
Source: Nielsen Media Research
Over-the-Air Strategies
• Competition for viewer attention increases
with cable and DBS growth
• Consumers are buying HD-capable
monitors and receivers
• OTA is still important in many markets and
PTV memberships are disproportionately
impacted
• Dual OTA strategies
Dual OTA Strategies
• Starting now, push free Higher Definition and
“enhanced resolution analog” reception to your
viewers
• Conform your digital channel to commercial
practice in your market. Align your dot-one DTV
channel with your analog channel.
• For members, consider active conversion help
• Beginning with wide availability of coupons and
coupon-eligible STBs, push analog converters
DMA OTA Estimates (Nielsen)
• http://technology360.typepad.com/OTA_HH_by_
DMA.pdf
or
• www.technology360.com and click OTA TVHH
by DMA under Files