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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




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.




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




For more audience insights visit us at 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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