Carat Survey Reveals TV Viewers Poised to Flock Back to Favorite Shows Post-Writers' Strike

Carat Survey Reveals TV Viewers Poised to Flock Back to Favorite Shows Post-Writers' Strike

Viewers More Interested in Watching Olympics and Election Coverage Than in Past; Plus Survey Indicates Online TV Viewing Complements Regular TV Viewing

NEW YORK, March 17 /PRNewswire/ -- Millions of American TV fans are ready and willing to watch, but will their favorite shows deliver the goods now that the writers' strike is over?

According to a new consumer survey from media and marketing services agency Carat, a majority of viewers are poised to flock back to their favorite shows in coming months. Many are also anticipating the range of upcoming special events programming, including the Summer Olympics, presidential election, American Idol finale and sports programming.

To gain a better understanding of consumers' media habits and attitudes as a result of the strike coming to an end, Carat fielded a survey of 1,000 primetime TV viewers in the United States. The survey was conducted March 3-5, among primetime viewers ages 18 and older.

Overall, 9% of primetime viewers said they are watching more TV now that the strike is over compared to during the strike, while 82% are watching the same amount.

In addition to watching their favorite shows on TV, consumers plan to engage in a variety of other media and information sources, such as reading print and online newspapers, websites, and other media to stay up-to-date on the presidential election, Summer Olympics and other events.

Survey questions about favorite TV shows and viewing habits revealed the following:

-- 62% said they'll return to their favorite show once it is back on air
in late March/April
-- 55% said they will return to their favorite TV shows even if it is not
back on air until the Fall or Winter
-- Only 5% do not plan to return to their favorite TV shows at all when
they return. Among viewers who do not plan on returning to watch their
favorite shows on TV, 11% said that they are planning to watch TV shows
online instead, while 2% said they will watch shows specifically on TV
network websites. Approximately 10% plan to either watch DVDs, go to
the movie theater, play video games, or watch free VOD programming.
-- The majority of viewers (75%) said they would most likely either
channel surf or watch other primetime television shows they are
familiar with if their favorite show does not return until Fall/Winter.
3% of viewers said they would go online to TV network/video/websites to
watch full repeat episodes and/or any online exclusive content of
favorite TV shows (e.g. interviews, previews, etc.)

Survey questions about upcoming special TV events revealed the following:

-- 2008 Summer Olympics -- 48% cited that they are interested in watching
the upcoming 2008 Summer Olympics in Beijing, China. Among those, 19%
said they are currently more interested in watching on TV this year
compared to the previous 2004 Summer Olympics in Athens, Greece. 92%
cited that they are likely to obtain news/info about the Olympics from
broadcast networks, while 52% said cable news channels, and 38% said
newspapers.
-- Presidential Election -- 40% cited that they are interested in watching
the upcoming 2008 presidential election. Among those, 60% said they are
currently more interested in watching on television compared to the
previous 2004 presidential election. 84% cited that they are likely to
obtain news/info about the presidential election from broadcast
networks, while 73% said cable news channels, and 50% said newspapers.
From survey findings, the implication is that while TV remains a strong
source for news coverage on the election, newspapers, radio shows,
websites (including national and local, political and candidate
websites), and even social networking websites are also likely sources
for those interested in following election news.
-- American Idol and Sports Programming -- 32% are also enthused about
watching the American Idol finale airing in May, while 27% said they
are interested in watching baseball beginning in April, and 25% said
they are interested in watching March Madness / NCAA Basketball
Tournament.

While few consumers are actively stating they will be watching shows online instead of on terrestrial TV, findings continue to show that online viewership will continue to rise in conjunction with traditional viewing. Additionally, Carat media executives believe that the availability of favorite show repeats and other programs shown online during the writers' strike has helped to keep viewers interested and tuning into new episodes, as well as bringing them into the storyline of shows they previously would not have watched on-air. This indicates, once again, that the two mediums complement each other.

"Television has shown its resiliency and the growing online component has become a complimentary platform, not only as a convenience for the viewer but also as an advertising opportunity for our clients," said Sarah Fay, CEO of Carat and Isobar US.

The survey, commissioned by Carat Insight, was designed to gain greater insight on post-strike TV viewing behavior and intentions. Additionally, it helps gauge what type of high-profile, special event TV programming viewers are most interested in watching in upcoming months. The research follows a January survey from Carat that examined if and how consumers were shifting viewing behavior during the strike.

About Carat

Carat is a global independent media communications network, with over 100 offices in over 80 countries. Carat is transforming communications -- creating communications that transform clients' businesses and leading transformation of the communications world. Carat provides a full range of services -- including media and market research; communications planning; media planning and buying; multicultural communications; corporate trade; branded entertainment; direct and digital marketing; experiential and sponsorship services; and marketing analytics and consulting. Carat is part of the Aegis Group -- a leading marketing services company listed on the London Stock Exchange. For more information, visit the company's website at http://www.carat.com/.

Contact:
Adrienne Scordato
Adrienne.scordato@aemedia.com
917-326-7117

First Call Analyst:
FCMN Contact:

Source: Carat

CONTACT: Adrienne Scordato of Carat, +1-917-326-7117,
Adrienne.scordato@aemedia.com

Web site:

http://www.carat.com/

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