New Index Tracks Hispanic TV Stickiness

A new weekly report from Rentrak and Trendrr.TV lists the top-30 primetime programs based on level of viewer engagement as determined by how much the average percentage viewed of the program varies from an average of all programs of the same duration during Monday-Saturday primetime (8-11 p.m.) and Sunday primetime (7-11).

Rentrak Corp. and Trendrr.TV have created a Hispanic Programming Stickiness Index to monitor viewer engagement. The first one has been released, covering the week ending Sept. 16. Rentrak also released its Social Media Index for the same period.

“Rentrak and Trendrr.TV partnered on this project to better serve the Hispanic television media landscape,” said Bruce Goerlich, Rentrak’s chief research officer. “As the Hispanic population continues its double-digit growth, the television industry has responded by launching more and more networks and programming targeted to this key demographic. Advertisers and agencies want to better understand TV viewing engagement and Rentrak and Trendrr.TV are serving that need.”

“The Hispanic marketplace has embraced simultaneous and complementary experiences as their attention across different devices and services increases exponentially. Understanding how programing is resonating and identifying ways that new user behaviors inform and grow their business is why we are excited to partner with Rentrak on the Stickiness Index,” said Trendrr CEO-Founder Mark Ghuneim.

The Stickiness Index lists the top-30 primetime programs based on level of viewer engagement as determined by how much the average percentage viewed of the program varies from an average of all programs of the same duration during Monday-Saturday primetime (8-11p.m.) and Sunday primetime (7-11p.m.).

The Social Media Index combines Rentrak’s TV Essentials system with Trendrr.TV’s social response analytics to show how Hispanic television programming triggers reactions through social media, which can affect audience visibility and engagement.

Programs with the most engaged viewers will have a higher Stickiness Index rating number, indicating that more of the audience is tuned-in for the duration of the program. Similarly, programs that generate the most social media comments will have a higher Social Media Index rating.

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The Social Media Index covers a range from 0 to many thousands; its value indicates the amount of social media “chatter” that a given TV show is generating among all the shows that were discussed via social media. An index of 100 means that the show is generating an average amount of discussion, and because the amount of social media discussion varies widely, the Social Media Index ranking numbers can go up to many thousands.

Week of 9/10/12 to 9/16/12 — Combined Hispanic Broadcast and Cable

Index Rank

Rating Rank

Series

Network

Stickiness Index*

Trendrr.TV

Index**

1

1

Abismo de pasion

UNIV

148

24,198

2

7

Futbol Mexicano: Leon vs. Guadalajara

TELMUN

148

744

3

5

Amor bravio

UNIV

143

7,508

4

2

Copa Mundial – Eliminatorias – Multiple

UNIV

136

37,239

5

4

Por ella soy Eva

UNIV

136

18,965

6

3

Mira quien baila!

UNIV

132

94,880

7

11

Corazon Valiente

TELMUN

123

18,876

8

8

Aqui y ahora

UNIV

118

2,152

9

6

Sal y pimienta

UNIV

118

3,733

10

254

Bananas in Pajamas

DFAM

116

N/A

11

239

Mecanimales

DFAM

116

N/A

12

248

Justin Time

DFAM

115

N/A

13

251

Fishtronaut

DFAM

115

N/A

14

241

Hi-5

DFAM

114

N/A

15

10

Sabado gigante

UNIV

112

13,683

16

329

Vida Nueva para el Mundo

ENLACE

111

N/A

17

42

El justiciero

TELF

110

N/A

18

238

Mister Maker

DFAM

110

N/A

19

9

Pablo Escobar: El patron del mal

TELMUN

104

27,818

20

20

Crimenes de pelicula

DSC

101

N/A

21

64

La Isla

AZA

101

N/A

22

13

El rostro de la venganza

TELMUN

100

2,493

23

19

Con quien me case?

DSC-ES

100

N/A

24

322

Senora del destino

PSNES

99

N/A

25

180

Ninera S.O.S.

DFAM

99

N/A

26

23

Scorned: Love Kills

DSC-ES

99

N/A

27

210

Isabel

TVE

98

N/A

28

18

Pecados mortales

DSC-ES

98

N/A

29

22

El tesoro de Osama bin Laden

DSC-ES

97

N/A

30

54

Extranormal de impacto

AZA

97

N/A

[Azteca America is owned by TV Azteca; Discovery Channel en Espanol and Discovery Familia are owned by Discovery Communications, LLC; Enlace is owned and operated by TBN; Pasiones is owned by Imagina U.S.A.; TeleFutura and Univision are owned by Univision Communications, Inc.; Telemundo is owned by NBC Universal; TVE Internacional is a unit owned by Corporacion de Radio y Television Espanola, S.A.]

*Stickiness Index powered by Rentrak TV Essentials (www.rentrak.com)

**Hispanic Social Media powered by Trendrr.TV (http://trendrr.tv)


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