Dallas, TX (February 22, 2006)–A Nielsen-based study on the value of television music on ratings has revealed that stations which incorporate original ‘sonic branding’ musical themes provided by Stephen Arnold Music (SAM) during their late night newscasts have been experiencing a 14 percent average increase in their household audience.
The study was conducted completely outside ratings periods to better isolate the effect of music from activities connected to “sweeps overload” (i.e. special news series, ramped up promotional schedules and other factors that may skew results) that occur during an actual sweeps month.
The Nielsen study was based upon all stations that launched a SAM music package two months before a sweep and covered by monthly Nielsen ratings. The stations were in markets totaling nearly 25 million households and were launched from 1996 through 2005. The study was a Nielsen Special Analysis, and was conducted through Solve It Group, LLC, based in the Washington D.C. area.
According to Daniel Fischer, president of Solve It Group, LLC, “This 14 percent increase in audience equates to an aggregate increase of 148,000 households for the stations included in the study. These stations were generally in mid-sized markets averaging 1.2 million television households. Assuming each late night newscast contains eight minutes of commercial time, with a household CPM of $15, this overall audience increase has a potential annual value of $13 million for these stations. This translates into a per station potential average value of $650,000.”
“We have always known that the incorporation of customized ‘sonic branding,’ or musical theme signatures, contribute to the popularity of news programs,” said Stephen Arnold. “This new study supports our long-held assertion that packaging elements, particularly strategically conceived musical themes, are tangible pillars in successful branding efforts and can be measured in terms of contributing to bottom line success.”
Stephen Arnold Music
Solve It Group LLC