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Presidential Debate 9/26/2016

The first of the highly anticipated debates between Donald Trump and Hillary was “Must See” viewing for most of America on Monday Night. Using our deterministic device-based measurement, Alphonso has compiled audience insights around this historic event.

As expected, the debate was seen by a “huge” audience:  Across the 10 TV networks airing the verbal slugfest, the debate garnered a 55% Share of Voice during the 9P to 10:30P Time period and a massive 70% total audience reach.

Tough luck for ESPN: With most of America tuned to Trump vs. Hillary, Monday Night Football pulled in just 13% SOV.

Viewers seemed to prefer NBC’s coverage: 27% of viewers chose to watch the debates on NBC. The other broadcast nets were far behind (CBS and ABC 15% and Fox 9%) as were CNN (12%), Fox News (13%) and MSNBC (5%).

• Each of the top broadcast networks was able to retain ~60% of audience before and after the debate
• Fox News displayed the highest stickiness via The O’Reilly Factor and The Kelly File
• NBC debate audience showcased the highest affinity for sports, i.e., NFL Football and SportsCenter

 

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Audience Flow:  Data on viewer behavior before, during and after the debate illustrate the mass appeal Americans have to hear both candidates face-off:  nearly a third (30%) of viewers began their TV viewing with the debates on Monday, and a half ended their TV viewing once the debates ended.

 

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CNN Analysis: Isolating CNN, die-hard newsies and politicos were more likely to stay with CNN following the debate. Here only 20% of viewers began their viewing at 9 PM with CNN coverage and 32% ended their TV viewing as the debate ended at 10:30.
• 37% people who watched the Presidential debate on CNN were watching ‘Debate Night in America’
• Corollary 76% of folks who tuned in to ‘Debate Night in America’ continued to view CNN to watch the Presidential debate

 

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For more audience insights visit us at http://insights.alphonso.tv. Alphonso is the leader in deterministic TV to mobile re-targeting and gathers TV viewing data using device–based measurement across 40MM unique devices.

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