SNTA RESEARCH

Syndication In Dec. Is A Gift To Marketers

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.

The Syndicated Network Television Association (SNTA) has just released its annual holiday shopping research, showing that syndication’s viewers are active holiday shoppers at top retailers and online, purchasing electronics, toys, jewelry and gift cards.

The study’s highlights include:

  • On average, syndicated television shows deliver higher ratings in the period between Thanksgiving and Christmas than the repeats that the networks air in primetime.
  • In the adults18-49 demo, syndication offers more top-rated shows on Fridays between Thanksgiving and Christmas, delivering the weekend shoppers.
  • Viewers of syndication’s game shows, entertainment news programs, court shows and talk shows are shopping at club stores, Macys, Sears, Old Navy, Abercrombie & Fitch, Lowes and more.
  • With the National Research Federation reporting that 72% of young adults are planning on purchasing gifts for themselves this year, syndicated television attracts more adult 18-34 viewers in December than cable and network primetime.
  • With more consumers relying on their smartphones to shop this year, SNTA’s research shows that this demo is also watching syndicated television programs including Always Sunny in Philadelphia, Friends, Family Guy, How I Met Your Mother and Access Hollywood Live.

The full presentation is available here.


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