Syndie shows lead to loyalty, advertisers told


LAS VEGAS -- Viewers have a deeper level of engagement with syndicated programming, thereby increasing the value to advertisers.

That's one of the messages that the Syndicated Network Television Assn. is presenting to advertisers this week during NATPE's Conference & Exhibition at the Mandalay Bay Resort in Las Vegas.

SNTA president Mitch Burg cites research from E-score showing that viewers greatly identify with hosts of syndicated programming. The data, he said, also shows that syndication hosts are trusted, influential trend-setters.

"Our hosts are known by their first name -- Oprah, Ellen, Dr. Phil, Judge Judy -- everybody knows who they are," Burg says. "They are a daily part of our lives. There's great loyalty."

He points out that most of the syndicated audience watches two or more times a week. For example, 86% of the talk show audience watching at least twice a week, while that figure rises to 88% for court shows and 91% for game shows, according to MRI research.

Another benefit to advertisers, he says, is that viewers tend to watch syndicated shows live, thereby eliminating the ability to fast-forward through commercials. He points to Nielsen Media Research data showing that among household with a digital video recorder, 86% of adults 18-49 watch syndication shows live.