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07 February 2011 ~ Comments Off

Impact of WDYTYA on Ancestry.com Stock

Cannacord|Genuity is one of several financial firms which have begun tracking Ancestry.com‘s stock performance (the ticker symbol is ACOM) with recommendations for its clients based on their analysts’ research.

This morning Cannacord issued one of its research reports for ACOM entitled WDYTYA Season 2 – Solid Start. It is an interesting read, especially this information:

  • Cannacord places Ancestry.com in the Technology – Internet Solutions – eCommerce market.
  • A valuation target of $40 per share has been set for ACOM stock.
  • WDYTYA also aired simultaneously in Canada on Friday evening. I am still researching Canadian television ratings and will post any information I can find.
  • Cannacord uses an interesting “celebrity scale” based on search results from Google Trends. While Vanessa Williams was rated at 28%, and Tim McGraw at 100% I find it interesting that Season 1’s episode for Emmitt Smith was one of the highest rated despite his 8% celebrity rank.
  • There does seem to be a “subscriber lift” at Ancestry.com due to not only the original airings of WDYTYA but the brief re-airing season in August and September 2010.

Also note that Cannacord used several of my Season 1 WDYTYA ratings charts and tables in their report.

[Disclosure Statement: Cannacord|Genuity contacted me and requested permission to use my ratings analysis and tracking information for Season 1 of Who Do You Think You Are? for which there was no compensation .  See the Disclosure Statements page for a list of all material connections I have with genealogy-related vendors.]

©2011, copyright Thomas MacEntee

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05 February 2011 ~ Comments Off

Who Do You Think You Are? Ratings – Season 2 Episode 1 Vanessa Williams

These are the overnight ratings for last evening’s episode of Who Do You Think You Are? with Vanessa Williams 1:

  • Total viewers: 7.32 million
  • 18-49 age group rating: 1.3
  • 18-49 age share: 4.5 (average of both 30 minute time slots)
  • Time slot rank: 2
  • Evening rank: 6

Analysis

  • The 7.32 million viewers was a record for the entire WDYTYA series including all episodes from the first season. 2 3
  • WDYTYA did come in second in its timeslot for the evening.
  • Results may be skewed by the fact that the over 50 age group is not accounted for in the overnight ratings and they make up the majority of the genealogy and family history demographic.
  • Also not yet available, is any breakout among the African-American demographic. This is important since Williams is the lead off episode during Black History Month. In Season 1 of WDYTYA, the most popular episode in number of viewers was Emmitt Smith, another African-American celebrity. 4

Notes

1 The “overnight ratings” are from the major metropolitan areas. Normally, a follow-up adjustment appears with the final ratings.  In most cases any changes between the overnight and final ratings are minor.

2 Source: The Futon Staff Critic, “Friday’s Broadcast Ratings: NBC’s “Who Do You Think You Are?” Returns With a Series High” The Futon Critic,(http://www.thefutoncritic.com/ratings/2011/02/05/fridays-broadcast-ratings-nbcs-who-do-you-think-you-are-returns-with-a-series-high-499305/broadcast_20110204/), accessed 5 February 2011.

3 Source: Marc Berman, “Last Night’s Results for February 4, 2011,” The Programming Insider, MediaWeek (http://pifeedback.com/eve/forums/a/tpc/f/63310451/m/140108053) accessed 5 February 2011. Note: Berman does point out that DVR usage has impacted ratings with a change from 33% market penetration in 2010 to 38% so far in 2011.

4 Source: Porter, Rick, “TV Ratings: “‘Numb3rs’ finale leads CBS Friday” ZAP2it.com, Tribune Media Services, (http://blog.zap2it.com/frominsidethebox/2010/03/tv-ratings-numb3rs-finale-leads-cbs-friday.html), accessed 13 March 2010.

©2011, copyright Thomas MacEntee

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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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