`It's a Guy Thing' a Double-Digit Win Thing for TBS Superstation.Entertainment Editors & Television Writers ATLANTA--(ENTERTAINMENT WIRE)--March 27, 2001 Superstation's Double-Digit dou·ble-dig·it adj. Being between 10 and 99 percent: double-digit inflation. Growth in Key Adult and Male Demos Driven By Strong Contemporary Theatrical Product, Original Series and Movie Franchises Through an extensive branding campaign and wide-ranging wide-rang·ing adj. Covering a wide area; including much: a pianist's wide-ranging repertoire; a wide-ranging interview. programming initiatives launched in April 2000, TBS TBS Tablespoon TBS Tokyo Broadcasting System, Inc. TBS Treasury Board Secretariat (Canada) TBS Tris-Buffered Saline TBS Tris Buffered Saline TBS Turn Based Strategy (games) Superstation su·per·sta·tion n. A television or radio station that broadcasts to a nationwide audience by satellite, cable, or both. has proven its claim as the TV Haven for the Regular Guy, establishing itself as the first brand-driven general entertainment network. Since launching its new brand a year ago, the network has outperformed in the delivery of key adult and targeted male demos for original movies, theatricals, original series and franchises. Versus this same time last year, the network has accomplished the following:
-- Increased prime time delivery of Adults 18-49 by 24 percent
and Adults 25-54 by 24 percent.
-- Increased total-day delivery of Adults 18-49 by 13 percent and
Adults 25-54 by 11 percent.
-- Increased prime time delivery of Men 18-49 by 26 percent and
Men 25-54 by 26 percent.
-- Increased total-day delivery of Men 18-49 by 17 percent and
Men 25-54 by 13 percent.
-- Increased prime time delivery of Adults 18-49 and 25-54 by 71
percent on Sunday nights.
-- Increased prime time delivery of Men 18-49 by 75 percent and
Men 25-54 by 79 percent on Sunday nights.
-- Achieved a 3.1 prime time average on Sunday nights, 29 percent
ahead of the next closest competitor.
"In defining our position and our Regular Guy target, we are able to focus our program acquisition and development strategy," said Dennis Dennis is a male first name derived from the Greco-Roman name Dionysius meaning "servant of Dionysus", the Thracian god of wine, which is ultimately derived from the Greek Dios (Διος, "of Zeus") combined with Nysos or Nysa (Νυσα), where the Quinn Quinn or O'Quinn is a surname of Irish origin. It comes from the original Irish name Ó Cuinn, ie descendants of Conn. It means wisdom or chief. , executive vice president and general manager of the Superstation. "We have moved our sports programming to more consistent nights and focused our theatrical movie strategy in order to have stronger male titles throughout the week and more balanced movies on weekends. We've we've Contraction of we have. we've have also been very strategic about the type of original movies and series that we have in development. These programming strategies have paid off in a more concentrated audience delivery for our advertisers." "Establishing TBS Superstation as the TV Haven For The Regular Guy has enabled us to communicate more effectively with our target," said Constance Barkley-Lewis, senior vice president of marketing for the Superstation. "The print and on-air execution of our tagline, It's a Guy Thing, says to our `guy' that we understand him and, more importantly, that we understand what he's looking for Looking for In the context of general equities, this describing a buy interest in which a dealer is asked to offer stock, often involving a capital commitment. Antithesis of in touch with. in his entertainment choices. Even women recognize and acknowledge these guy things and embrace the Superstation for creating a relationship not only with the Regular Guy, but also with the woman in his life. The fact that our male and female demos have increased shows that when we target the Regular Guy, we get his family as well." In identifying its target, TBS Research utilized a technique coined "mindmapping." Nancy Lucas, senior vice president of TBS Research, explains that the Superstation's Regular Guy transcends general demographic descriptions, such as age and income, to reflect a mindset mind·set or mind-set n. 1. A fixed mental attitude or disposition that predetermines a person's responses to and interpretations of situations. 2. An inclination or a habit. with particular attitudes, tastes, values and beliefs. "Our research indicates that Regular Guys don't watch television alone; two-thirds watch with their spouse spouse A legal marriage partner as defined by state law , children or as a family," said Lucas. "The Superstation premise that targeting the Regular Guy drives overall adult growth bears out in ratings. Not only does TBS rank number one in the delivery of adults, but we reach more men than ESPN ESPN Entertainment and Sports Programming Network and more women than Lifetime." TBS Superstation's Sunday night Sunday Night, later named Michelob Presents Night Music, was an NBC late-night television show which aired for two seasons between 1988 and 1990 as a showcase for jazz and eclectic musical artists. premiere strategy continues to pay off for the network. Year to date, the Superstation is 29 percent ahead of its next closest competitor with an impressive 3.1 rating in prime time. Currently, TBS Superstation is up 45 percent versus Q1 '00, when the Superstation was also number one. The Superstation is number one with delivery of Adults 18-49 and 25-54 and number one with delivery of Men 18-49 and 25-54. For the second year in a row, TBS Superstation had basic cable's highest-rated original movie premiere average. In 2000, TBS Superstation delivered seven of basic cable's 10 highest-rated and most watched theatricals, with the premiere of As Good As It Gets garnering an impressive 6.8 household rating. Ripley's Believe It Or Not!(R) is basic cable's top original series among coveted cov·et v. cov·et·ed, cov·et·ing, cov·ets v.tr. 1. To feel blameworthy desire for (that which is another's). See Synonyms at envy. 2. To wish for longingly. See Synonyms at desire. adult and targeted male demos (excluding sports). TBS Superstation continues to rank as the number one basic cable network in total day among Adults 18-49 and 25-54, posting across-the-board increases with key adult demos versus last year. Led by original series and franchises, the Superstation is winning prime time for 2001 to date, ranking first in household delivery (000), adults 18-49/25-54 and Men 18-49/25-54. TBS has also recorded increases in prime time versus year ago household rating (+9 percent) and is outpacing the household gain for the delivery of adults 18-49 and 25-54. Dinner & a Movie, cable's most recognized franchise among movie fans, continues to build awareness and audience. Year to date, key adult delivery has increased as much as 15 percent versus last year for this popular franchise. Movies for Guys Who Like Movies is number one in its time period for M18-49 and M25-54. TBS Superstation's newest franchise, The Man Made Movie, continues to perform well on Thursday nights. Year to date, The Man Made Movie is basic cable's number one program for M18-34 and M18-49 in its time period. TBS Superstation is the TV Haven for the Regular Guy. Turner Broadcasting System Turner Broadcasting System, Inc. (often abbreviated TBS Networks or TBS, inc.) is the company managing the collection of cable networks and properties started by Robert Edward "Ted" Turner from the mid-1970s to the late-1990s. , Inc.'s flagship entertainment network, the Superstation reaches 82.6 million households and is cable's most-watched network, a position it has held for 24 consecutive years. TBS Superstation offers high-profile original movies and series, blockbuster block·bust·er n. 1. Something, such as a film or book, that sustains widespread popularity and achieves enormous sales. 2. A high-explosive bomb used for demolition purposes. 3. movies, popular series and sports, all reflecting the attitudes, tastes, values and beliefs of the Regular Guy and the people in his life. The Superstation's Web site is located at TBSsuperstation.com. This information can also be accessed on TBS, Inc.'s press site at http://pressroom.turner.com. |
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