Syndicated TV accounted for 35 shows out of the 50 highest-rated programs in June among adults 18-49, compared to 12 network TV shows and only three cable TV shows, according to a report by the Syndicated Network Television Association.
The group’s latest survey shows that syndicated programming carries fewer commercials, but has higher recall, than network and cable shows. SNTA President Mitch Burg: “Syndication’s short pods are the island in national television that delivers marketer messages to valuable consumers. The significance is that their commercials are not only seen but remembered.”
With the holiday shopping season now in full swing, and spending over the four-day Thanksgiving weekend totaling $59.1 billion (up 12.8% from 2011, the Syndicated Network Television Association says syndication viewers offer marketers an important target.
Syndicated TV outperformed broadcast and cable TV in June with 30 of the 50 highest rated shows among 18-49s and 31 of the top 50 among 18-34s, the trade association says. “People still watch TV in the summer,” says Mitch Burg, SNTA president. “They just watch differently. As network TV ratings decline, compared to other times of the year, our ratings are consistent.”
According to the business ad trade group Syndication Network Television Association, national syndication TV shows have 30% shorter commercial pods than either network TV or cable TV shows. Syndication commercial pods average 2 minutes and 24 seconds, versus broadcast networks’ average of 3 minutes and 22 seconds (3:22) and cable TV networks’ 3 minute and 3 second average (3:03).
The Syndicated Network Television Association offers new research to show that syndication delivers more back-to-school moms who shop at popular retail outlets during this important retail period. In a second report, SNTA shows that syndication reaches college-bound young adults (and their parents) with top-rated programs each weekday and high ratings across the summer.