Sony Digital Rapids Pixel Power calrec Sony

Advertiser and Viewership Insights for the Fifth Democratic Debate

23/11/2019

For this week's fifth Democratic primary debate, hosted by MSNBC and The Washington Post, the top 10 candidates took the stage in Atlanta a list that included: Joe Biden, Cory Booker, Pete Buttigieg, Tulsi Gabbard, Kamala Harris, Amy Klobuchar, Bernie Sanders, Tom Steyer, Elizabeth Warren and Andrew Yang.

Notably, they took questions from an all-woman panel of moderators including MSNBC anchor Rachel Maddow, Andrea Mitchell (NBC News chief foreign affairs correspondent), Kristen Welker (NBC News White House correspondent) and Ashley Parker (Washington Post White House reporter).

First, a look at advertising insights from iSpot.tv, the always-on TV ad measurement and attribution company. There were nearly 43 million TV ad impressions over the course of the debate, and aside from MSNBC and The Washington Post, the three most-seen brands that aired ads were all movie studios: Warner Bros., Universal Pictures and TriStar Pictures.

Given the limited commercial time, there were only 12 ad airings during the debate, and only four brands had more than one airing (Warner Bros., Universal Pictures, MSNBC and The Washington Post). Overall, spots from The Washington Post and MSNBC had the most impressions, but the third most-seen ad which aired just once came from TriStar Pictures, a trailer for A Beautiful Day in the Neighborhood that generated 3.43 million impressions.

We also examined viewership trends from Inscape, the TV data company with glass-level insights from a panel of more than 12 million smart TVs. Here's a look at where viewers were tuning in from across U.S. DMAs:

Via Inscape

In general, the West Coast and parts of the Northeast had higher tune-in, along with notable hot spots of viewership like the Cedar Rapids-Waterloo-Iowa City-Dubuque, IA area; Marquette, MI; and Burlington, VT-Plattsburgh, NY DMAs.

Inscape also tracks minute-by-minute viewership for everything that airs on TV. Here's what it looked like over the course of the two-hour debate:

Via Inscape

Viewership steadily increased during the first hour, with the highest level occurring between 9:40-9:55 p.m. ET. During this time, the candidates discussed:

Dealing with President Trump and bringing the country together (9:40-9:44 p.m.)

Child care and paid family leave (9:44-9:50 p.m.)

Affordable housing (9:50-9:55 p.m.)

The peak of viewership for the entire debate occurred around 9:48-9:49 p.m., as Amy Klobuchar and Kamala Harris discussed the need for paid family leave.
LINK: https://www.broadcastingcable.com/news/advertiser-viewership-insights-...
See more stories from bandc

More from Broadcasting and Cable

20/05/2020

CBS Makes Quick Work of Virtual Upfront Pitch

If there were an open bar somewhere, CBS's virtual upfront would have gotten media buyers and advertisers there pretty quickly. New CBS sitcom B Positive ...

20/05/2020

Fox Renews Last Man Standing' and The Resident'

Fox has renewed comedy Last Man Standing and drama The Resident for 2020-2021. Last Man Standing, starring Tim Allen, will enter its third season on Fox, and ni...

20/05/2020

Primetime Ratings: NBC Wins With Growing The Voice'

NBC had the top score in Monday ratings, with The Voice leading the network to a 0.9 in viewers 18-49, per the Nielsen overnights, and a 5 share. In second were...

20/05/2020

Syndication Ratings: Shows Level Off as Pandemic-Driven Viewership Fades

The viewership highs that accompanied the start of stay-at-home orders are fading now that some cities are reopening and the weather is improving. The result is...

20/05/2020

CBS Shares 2020-2021 Schedule

CBS has unveiled its 2020-2021 schedule, which features one new comedy and two rookie dramas. The new shows are Chuck Lorre comedy B Positive and Queen Latifah ...

20/05/2020

Freeform Brings Back Everything's Gonna Be Okay' and Motherland: Fort Salem'

Freeform is bringing back Everything's Gonna Be Okay and Motherland: Fort Sa...

20/05/2020

CBSN Fills in for CBS Evening News

CBS had to switch to a feed from its 24/7 over-the-top news site, CBSN, when it had technical issues with CBS Evening News with Norah ODonnell Tuesday (May 19)....

20/05/2020

Binge Report: NCIS: Los Angeles' Is the Weekend's Most Binged Time-Shifted Show

According to Inscape.tv, the TV data company with glass-level insights from a pa...

20/05/2020

Rob Silverstein Named EP of Merediths New Strip Based on People

Rob Silverstein, former executive producer of NBCUniversal's Access Hollywood, has been named executive producer and showrunner for Meredith's new half-...

20/05/2020

Sherri Shepherd Joining Foxs Dish Nation as Co-Host

Sherri Shepherd is joining Fox's Dish Nation as co-host starting in August, said Stephen Brown, executive VP of programming and development, Fox Television ...

19/05/2020

Holey Moley II: The Sequel' Premieres on ABC May 21

Season two of mini-golf spectacle Holey Moley begins on ABC May 21. Holey Moley II: The Sequel has 13 episodes. Contestants put their miniature golf and physi...

19/05/2020

ViacomCBS Upfront Touts Power of Combination

ViacomCBS couldn't put its stars on stage, so it put them in a video. In the first part of its virtual upfront presentation, the media company employed its...

19/05/2020

Cape Cod Crime Drama Hightown' Debuts on Starz May 17

Drama Hightown premieres on Starz May 17. The series, set in Cape Cod, follows one woman's journey to sobriety, and an unfolding murder investigation. Rebec...

19/05/2020

Primetime Ratings: ABC Wins With Idol' Finale

ABC got top score in Sunday prime, with the American Idol finale leading the Alphabets. ABC got a 0.8 in viewers 18-49, per the Nielsen overnights, and a 4 shar...

19/05/2020

Wendy Williams to Take Hiatus From Daytime Talker

Wendy Williams, host of Debmar-Mercury's daytime talker The Wendy Williams Show, is once again taking some time off due to her Graves' disease. During t...

19/05/2020

Bilte Sets Retirement as GM of KIRO-TV, Seattle

Greg Bilte plans to retire as VP and general manager of KIRO-TV, Seattle, effective June 30, capping a 41 year career, Cox Media Group said Monday. Greg Bilte ...

19/05/2020

CBSN Dallas-Fort Worth Has Launched

CBS Television Stations and CBS Interactive have launched CBSN Dallas-Fort Worth, the 10th of ViacomCBS' 13 local direct-to-consumer streaming news services...

19/05/2020

Michael Carr Named KFSN Fresno President/GM

Michael Carr has been named president and general manager of KFSN Fresno, which is part of ABC Owned Television Stations. He's been the station's news d...

17/05/2020

KOIN Portland Anchor Jeff Gianola Hosts CBS Weekend News'

KOIN Portland anchor Jeff Gianola is hosting CBS Weekend News May 16-17 from KOIN studios in downtown Portland. With the CBS Broadcast Center in New York closed...

16/05/2020

Primetime Ratings: ABC Wins With Strong Station 19' Closer

ABC had the top score in Thursday primetime, with the Station 19 finale leading the Alphabets to the victory. ABC had a 0.8 in viewers 18-49, per the Nielsen ov...

16/05/2020

ABC Orders Season Four of American Idol'

ABC has renewed American Idol for season four on the network. The current season crowns its winner May 17. Seven contestants remain. Related: Lowes Helps Amer...

16/05/2020

Networks Feature Graduation Special May 16

Graduate Together: America Honors the High School Class of 2020 airs May 16 at 8 p.m. ET/PT on ABC, CBS, Fox, NBC, The CW, Univision and a range of cable networ...

16/05/2020

NBC Orders More Good Girls'

NBC has renewed crime drama Good Girls for a fourth season. The show has averaged a 0.9 rating in adults 18-49 and 3.4 million viewers overall in live plus seve...

15/05/2020

CBS All Access Orders New Star Trek' Series

CBS has ordered Star Trek: Strange New Worlds, based on the time Captain Christopher Pike manned the U.S.S. Enterprise. The series will feature fan favorites fr...

15/05/2020

Meredith Promotes Holub to GM, WHNS-TV

Meredith Corp. promoted Jeff Holub to VP and general manager of WHNS-TV, the Fox affiliate in Greenville, S.C., effective May 18. Jeff Holub Holub, currently ...

15/05/2020

Nexstar Names Baldwin GM for Quad Cities Stations

Nexstar Broadcasting named J. Patrick Baldwin as VP and general manager for its broadcast and digital operations in the Quad Cities, effective immediately. Pat...

15/05/2020

B+C, Next TV Name Recipients of Best of Show Special Edition Awards

Broadcasting Cable and Next TV have selected the winners of the 2020 Best of Show Special Edition Awards. The special edition of the program was created this y...

15/05/2020

Primetime Ratings: CBS Wins With Strong Survivor' Finale

Photo: Screen Grab/CBS Entertainment The Survivor season finale paced CBS to the Wednesday win. CBS posted a 1.6 in viewers 18-49, per the Nielsen overnights, ...

15/05/2020

The CW to Start New Season in January

The CW will launch its new season in January 2021, while fall 2020 will have a mix of original and acquired programming. The CW made the announcement on its usu...

14/05/2020

KVVU-TV Named Broadcast Home for Las Vegas Raiders

KVVU-TV, Meredith's Fox affiliate in Las Vegas, has been named the official broadcast home of the NFL Raiders, which are moving to Sin City this season. Un...

14/05/2020

Primetime Ratings: Voice' Down But NBC Still on Top

(Photo by: NBC) NBC had the top score in Tuesday prime, with The Voice leading the network to a 0.8 in viewers 18-49, per the Nielsen overnights, and a 4 share...

14/05/2020

AMC Networks Acquires Anne Rice Novel Rights

AMC Networks has worked out a deal to acquire the rights to Anne Rice's literary works, The Vampire Chronicles Series and The Lives of the Mayfair Witches S...

14/05/2020

Hearst Names Roblin GM of Sacramento Stations

Hearst Television said it named Ariel Roblin as president and general manager of its stations in Sacramento, KCRA-TV and KQCA-TV. Ariel Roblin Roblin, who has...

13/05/2020

Advertisers Plan to Spend 33% Less in Upfront, Survey Finds

Advertisers say they expect to spend 33% less on upfront television buys in 2020 compared to last year, according to a new study by Advertiser Perceptions. Adv...

13/05/2020

NBC Orders Season Two of A Little Late with Lilly Singh'

NBC has ordered a second season of A Little Late with Lilly Singh. The late-night show premiered in September 2019. Singh got her start on YouTube. She hosts a...

13/05/2020

Syndication Ratings: Jeopardy! Jumps to Overall Lead

Answer: Game that led all of syndication in the week ended May 3. Question: What is Jeopardy!? CBS Television Distribution's genre leader rebounded 11% to...

13/05/2020

TruTV Debuts Impractical Jokers' Spinoff May 21

TruTV debuts Impractical Jokers: Dinner Party May 21. A spinoff of Impractical Jokers, the six-episode series stars the comedy troupe made up of Joe Gatto, Jame...

13/05/2020

Primetime Ratings: Fox Wins With 9-1-1' Closer

Fox had the top score in Monday's primetime battle, with the 9-1-1 season finale leading the network to a 0.9 in viewers 18-49, per the Nielsen overnights, ...

13/05/2020

Final Season of The 100' on The CW May 20

Dystopian drama The 100 has its season premiere on The CW May 20. It will be season seven, and the final one. The 100 is about 100 teens sent to Earth to see i...

13/05/2020

Final Season of Room 104' on HBO July 24

The fourth and final season of anthology series Room 104 starts on HBO July 24. Mark and Jay Duplass created the show. There are 12 more episodes, each telling...

12/05/2020

Telemundo Shares New Season Plans

Telemundo shared its lineup for the upcoming TV season. New series include Caf , con Aroma de Mujer, which it calls a modern adaptation of a telenovela. Writt...

12/05/2020

Camp' Series Aims to Keep Parents from Going Bonkers

Parents worrying if their kids will have summer camp this year can send their kids to Camp Bonkers, which begins streaming on YouTube Kids Wednesday. Produced ...

12/05/2020

Primetime Ratings: ABC Wins With Disney Family Singalong'

ABC had the top score in Sunday prime, with The Disney Family Singalong Volume 2 pacing the Alphabets. ABC got a 1.0 in viewers 18-49, per the Nielsen overnight...

12/05/2020

Season Two of The Twilight Zone' on CBS All Access June 25

Season two of The Twilight Zone starts on CBS All Access June 25. All 10 episodes will drop that day. The original Twilight Zone debuted on CBS in 1959. Jordan...

12/05/2020

At-Home Variety Show' Begins on Peacock

Weekday series The At-Home Variety Show debuts on Peacock May 11. Seth MacFarlane will introduce each installment of the program. Most shows will be under 10 mi...

12/05/2020

Binge Report: ESPN's The Last Dance' Is the Weekend's Most Binged Time-Shifted Show

According to Inscape.tv, the TV data company with glass-level insights from a pa...

12/05/2020

Johnson Named Hearst TV's Director of Veteran Recruiting

Kevin Johnson, a 20-year Army veteran, was named director of veteran recruiting at Hearst Television, which is expanding its efforts to hire people who have ser...

12/05/2020

Longtime Station Exec Jack B. Allen Dies at 89

Jack B. Allen, 89, of Bloomfield Hills, Michigan, a longtime sales and management executive at broadcast TV stations, died on Sunday, May 3, according to his fa...

11/05/2020

Sellers Lay Out Flexible Approaches to Upfronts

The upfront picture has gotten a bit clearer as programmers lay out plans to present their programming and ad products for media buyers and clients. When those...

11/05/2020

For TiVo, Better Late Than Never?

TiVo said on May 6 that its new HDMI-connected streaming dongle, the TiVo Stream 4K, is finally available for purchase at an early-bird price of $49.99. The de...