THE NEXT NEW REALITY show for The Fight Network? How about placing the communications departments of CTV and Global Television in the same room to see what happens?
We see a lot of press releases from our perch here at Cartt.ca, but the two ratings releases that popped into the ol’ in-box yesterday show that when it comes to ratings crusades here in Canada, the gloves are off.
For example, did you know CTV viewers were primarily old geezers?
Once upon a time, networks simply put out their ratings “wins” claiming top spot in this or that time slot. Good PR for the ad agencies and clients. There was a protocol where you never really mentioned the number two or three or whatever network. (Kinda like guests on Letterman who say their show is “on another network.”)
That protocol has been smashed to shards by Global. Injured by a string of TV seasons where CTV has led in the ratings in just about every way countable, the Asper-owned network has bought better, more highly-rated programming, but they’ve also released the hounds from the publicity department to bark it up, as it were.
Yesterday morning’s release was just the latest salvo, whose headline read, in part: “Global Grows…CTV Falls, But Can’t Get Up.”
Hee hee! They’re skewing old, get it?
The release went on to admit that CTV is clearly the pure numbers winner – especially among the 50+ crowd, y’know, the blue-hairs dozing through Grey’s Anatomy…
While CTV is selling Life Insurance and Sansabelt trousers to its CSI viewers, “Global has reclaimed its dominant position among the key demographic that shapes the tastes and trends in the entertainment industry: viewers 18-49,” shouts the Global release.
Global says it had the top show of the week (House) for this demo “the demographic that ad agencies target,” says the release, in case anyone forgot. “Global also had 5 of the top 10 shows nationally, and in all metered markets.
“While its audience in this sector was up 41% compared to the same week last fall, CTV is struggling to remain competitive in the key target group that advertisers demand: viewers 18-49,” continues the Global release.
At this point, I’m starting to think the folks up in Don Mills in Toronto are going a little overboard, and the release goes on:
“Comparatively, Global’s 18-49 viewership was up 39% during premiere week – a trend being widely noted by national advertising agencies, industry observers and key press… In addition, CTV also appears to be the home of aging hits. The CSI franchise (CSI, CSI Miami and CSI New York) collectively is down 24% among total viewers and down 36% among 18-49 year olds,” says the Global release.
CTV on the other hand, took a swing back later in the day with a far more terse release, reminding everyone who’s paying attention that it’s the big bopper in Canadian TV.
It’s headline: “The Real Story – Global Remains Also-Ran Among Key Demos.”
Not as funny as having fallen and can’t get up, but the newser added: “Global was once again the Number 2 network among key demos during the first week of the Fall TV Season. The numbers speak for themselves: CTV delivered more viewers on average in prime time during Premiere Week not only among total viewers, but both the
A18-49 and A25-54 demos as well,” is all CTV had to say.
I don’t doubt Global is growing – and gaining on CTV, which is a good thing because we need at least two strong networks in Canada. But the CanWest missive came on way too strong. If you’ll permit me to use a quote that’s now a cliché from Hamlet: “The lady doth protest too much, methinks.”
But, I did like the way the releases spice up my inbox a little. I look forward to even more, actually. It’s good fun.
Now if we could just get those publicists into the octagon…
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