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High-Definition Genealogy High-Definition Genealogy by Thomas MacEntee provides various services to the genealogy and family history community including market research, consulting, education, and more.

04 May 2010 ~ 6 Comments

Ratings Analysis of Who Do You Think You Are?

Who Do You Think You Are?

The American version of the Who Do You Think You Are? television series just completed its first season on Friday, 30 April 2010.  Beginning on 5 March 2010 and running for seven episodes during a nine-week period, below is my interpretation of the ratings as measured by major television rating services.

Ratings Comparison – Table

(Click to embiggen all tables and images)

WDYTYA ratings table

Ratings Comparison – Charts

WDYTYA viewers

WDYTYA ratings

WDYTYA share

Comparison of Overall Ratings and 18-49 year old Ratings

WDYTYA rating comp

Comparison of Overall Share and 18-49 year old Share

WDYTYA share comp

WDYTYA timeslot rank

WDYTYA evening rank

Analysis

  • Episode 3 with Lisa Kudrow was the first episode up against NCAA March Madness games on CBS.  Note the slight drop in ratings for the 18-49 age group (from 1.8% to 1.7%) as compared to an increase for the overall (4.5% to 4.7%).
  • Episode 4 with Matthew Broderick – major impact of NCAA Sweet Sixteen on CBS.  The episode focused on military history which would have pulled a large male viewership but they were off watching the games.
  • Episode 5 with Brooke Shields didn’t see a major rebound in numbers from the Broderick lows what with CBS back to its regular programming.
  • While the overall ratings resumed climbing with Episode 6 (Sarandon), for the 18-49 age group the ratings never really recovered and continued to decrease through to Episode 7.
  • Episode 6 with Susan Sarandon had the highest evening ranking (2) of any of the WDYTYA episodes.  April 2nd was also Good Friday with more older viewers at home.
  • Evidence that Episode 7 with Spike Lee may have fared worse with older viewers who might see him as a polarizing figure:  full percentage decline (8.0% to 7.0%) overall but remained the same (5.0%) for 18-49 age group.  This was also one of the lowest evening ranked episodes of the WDYTYA series at 7.

Conclusion

I think for its first season – and an abbreviated season at that – Who Do You Think You Are? did very well and did a good job at bringing the fields of genealogy and family history front-and-center for American viewers.

Will Season 2 be able to build upon the ratings seen above?  That remains to be seen especially since Season 1 relied heavily upon marketing during NBC’s Winter Olympics coverage.  That marketing venue won’t be available but I expect that Ancestry.com – the major sponsor of WDYTYA – will continue its connection with the show.  In fact, my next analysis will be reviewing the impact that WDYTYA has had on website visits, revenues, etc.

Oh, and how did WDYTYA stack up against Roots, the mini-series which debuted in 1977 on ABC?  Well to be fair, this was back before cable television, the Internets, and DVRs had an impact on television.  But the figures are here.  An average rating of 45% with a 66% share? Not even close.

Stay tuned.

Sources

(Arranged in episode/date order)

©2010, copyright Thomas MacEntee

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04 May 2010 ~ 2 Comments

Family Tree Magazine 2010 Media Kit

Family Tree Magazine

For an eye-opening look at the genealogy and family history industry, check out the 2010 Media Kit for Family Tree Magazine (warning – the download is a 4MB pdf!)

While the kit is meant to help sell advertising at Family Tree Magazine, I find it is good for analyzing recent information on the genealogy industry, the target market, etc.  In addition, you can see the proposed topics for upcoming 2010 editions.

©2010, copyright Thomas MacEntee

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04 May 2010 ~ 1 Comment

Bio and Speaking Schedule for #SCGS10

SCGS Jamboree 2010

My bio and list of presentations and mini-courses for the Southern California Genealogical Society’s 2010 Jamboree has been posted at the Jamboree website.  Take a look!

http://scgsgenealogy.com/JamBio/ThomasMacEntee.htm

©2010, copyright Thomas MacEntee

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