[opendtv] Re: Hypothesis-testing
- From: "John Willkie" <johnwillkie@xxxxxxxxxxxxx>
- To: <opendtv@xxxxxxxxxxxxx>
- Date: Sat, 6 Jan 2007 08:57:41 -0800
Gee, and somehow a 2 million drop that you concede in a 16 million universe
isn't underperforming. Me, I'd call that a 12 percent drop, where NBC's
gain was about 50%. Definitely asymmetrical.
Either you are so biased as to not concede something evident to one and all,
or you are math-impaired, or, Maybe you just don't understand the terms
"under-performing" and "over-performing" as used in TV/Cable advertising?
Here's the simple metric. If you have 50% of the audience, but you get 55%
of the revenue in a market, you overperform by 10%. In this case, the other
station would have 50% of the audience yet 45% of the revenue, so they
underperform by 10%.
All I did was extend that term to the NFL's share of the TV audience. NBC
effectively drew in new viewers, and ESPN effectively turned away former
viewers.
John Willkie
> -----Original Message-----
> From: opendtv-bounce@xxxxxxxxxxxxx [mailto:opendtv-bounce@xxxxxxxxxxxxx]
> On Behalf Of Craig Birkmaier
> Sent: Saturday, January 06, 2007 6:38 AM
> To: opendtv@xxxxxxxxxxxxx
> Subject: [opendtv] Re: Hypothesis-testing
>
> At 8:31 AM -0800 1/5/07, John Willkie wrote:
> >
> >ESPN still underperforms with MNF compared to ABC. Having two revenue
> >sources and no affiliates to keep pleased, they can live with lower
> numbers.
>
> Not true. They have the same core cable/DBS audience. What they are
> missing is the OTA only audience. Looks like about 2 million viewers
> to me.
>
> Regards
> Craig
>
>
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