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‘American Idol’ Tops Optimedia List Going Into Upfront

May 14, 2009  •  Post A Comment

TV’s top-rated show, “American Idol,” also topped the Content Power Ratings list put together by media buyer Optimedia US. The list, released Thursday, also held some surprise shows.
To create the Content Power Ratings rankings, Optimedia factors in TV audience, Web and mobile viewing, viewer involvement and viewer advocacy for the content they consume.
While “Idol” ranked No. 1 for 2008, some of the other shows in the top 5 aren’t huge ratings generators.
ABC’s “Lost” took the No. 2 spot, NBC’s “The Office” ranked No. 3 and the No. 4 show was ABC’s “Dancing with the Stars.” ABC’s “Grey’s Anatomy” took fifth place.
There were no cable shows in the Top 25. The top cable show in Optimedia’s ranking was AMC’s “Mad Men,” a show that has won numerous awards and is a darling of critics, but has not drawn huge ratings. “Mad Men” ranked No. 30 overall.
Showtime’s “Dexter” was another strong cable show on the Content Power Ratings list at the No. 33 spot. The program is the kind of water cooler show that also did well online and with the press.
Comedies did better than last year, as did shows with science fiction themes,” said Optimedia U.S. CEO Antony Young.
Shows on the CW showed renewed life in the Content Power Ranking listing, Mr. Young said.
Optimedia also looked at late-night programming and found that “Saturday Night Live,” “The Daily Show,” and the “Colbert Report” were the top ranking shows.
The rankings will be a factor as the agency goes into the upfront ad-buying process.
“TV isn’t TV anymore. Agencies buy shows, not ratings,” Mr. Young said.
“Involvement is a staple for advertisers,” he said, especially as product placement and brand integration become bigger part of ad-buying strategies.
Mr. Young said that cross platform extensions such as the Internet will be an important factor in deciding which TV shows the agency chooses to buy for its clients.
“Online is not going away. It’s a complimentary medium to the TV experience.”
(Editor: Baumann)

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