SNTA: Syndies Stay Strong In Summer

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.”

Despite the broadcast networks’ beefing up their summer TV lineups in recent years, syndicated programs do a better job this time of year reaching key demographic groups like adults 18-49, according the Syndicated Network Television Association.

In fact, syndicated TV outperformed broadcast TV 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, based SNTA’s analysis of Nielsen ratings.

“People still watch TV in the summer,” says Mitch Burg, president of the SNTA. “They just watch differently. As network TV ratings decline, compared to other times of the year, our ratings are consistent.”

Network TV’s average 18-49 primetime rating in June dipped 39% from May, to a 1.1 rating from a 1.8, according to SNTA’s analysis.

Last summer, syndication’s average rating dipped 3% from May to June.

That’s important for advertisers, notably those advertisers gearing up for the back-to-school shopping season.

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“Advertising is more important in the summer than other times of the year,” says Burg. “The second-biggest retail event of the year is back to school and back to college. It’s Christmas, then back to school, then everything else.”


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Ida Anderson says:

July 12, 2012 at 3:33 pm

Syndication can outrate network programs because syndicators is allowed to cume viewing from a number of runs on different venues. Nielsen does not allow the networks to do that. The comparison is unfair and should be noted.


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