By DAVID BAUDER, AP Media Editor
NEW YORK (AP) – Shark Week just wrapped up its 33rd edition on Discovery, a televised event so old that an advertiser joked that he could have his own children.
But some recent research has illustrated its ability to attract new viewers to the network, something increasingly important at a time when TV networks and streaming services are furiously competing for their eyes.
An LG Ads study found that during Shark Week last year, 37% of people who logged in hadn’t watched Discovery at any time in the past month. This phenomenon was most pronounced for National Geographic Explorer’s Shark Fest, where 51% of viewers had not seen the network in the previous month.
For both networks, more than a third of these new viewers returned for other shows in the following month.
“In a world where the cable doesn’t automatically turn on when you turn on your TV, this is just incredibly important,” said Justin Fromm, executive at LG Ads.
It’s the definition of event programming, which networks use to advertise their products – as NBC Universal networks will do starting Friday with the Olympics.
National Geographic Explorer has actually extended Shark Fest over six weeks, starting earlier this month. The programming was also made available on the Disney + streaming service.
Discovery shows averaged 687,000 prime-time viewers last week, oddly lower than the week before, although there was competition from the NBA Finals and the All-Star Game. baseball. The first night of Shark Week, July 11, is the most popular and was counted in Nielsen Company figures for the past week. Viewing increased among viewers aged 18 to 49, an indication that the network’s audience makeup was different from typical weeks.
Boasting their sporting events, ABC attracted an average of 4.1 million prime-time viewers last week and Fox 2.9 million. NBC had 2.6 million, CBS 2.4 million, Univision 1.6 million, Ion Television 1.1 million, and Telemundo 1 million.
Fox News Channel dominated cable networks, averaging 2.13 million prime-time viewers. ESPN had 1.35 million, MSNBC 1.28 million, HGTV 1.23 million, and Hallmark 1.01 million.
ABC’s “World News Tonight” led the race for evening news ratings, averaging 7.6 million viewers. NBC’s “Nightly News” had 6.1 million viewers and “CBS Evening News” had 4.7 million.
For the week of July 12 to 18, the 20 most watched programs, their networks and their audiences:
1. NBA Finals: Phoenix in Milwaukee, Game 4, ABC, 10.26 million.
2. NBA Finals: Milwaukee to Phoenix, Game 5, ABC, 9.62 million.
3. Baseball: All-Star Game, Fox, 9.62 million.
4. “America’s Got Talent,” NBC, 7.1 million.
5. “Home Run Derby,” ESPN, $ 6.29 million.
6. “60 minutes”, CBS, 5.96 million.
7. “Celebrity Family Feud,” ABC, 4.84 million.
8. “America’s Funniest Home Videos,” ABC, 3.95 million.
9. “NCIS”, CBS, 3.925 million.
10. “Home Run Derby Prelude”, ESPN, 3.925.
11. “The Chase”, ABC, 3.83 million.
12. “Big Brother” (Thursday), CBS, 3.81 million.
13. “The Bachelorette”, ABC, 3.71 million.
14. Football: Mexico against El Salvador, Univision, 3.64 million.
15. “Big Brother” (Wednesday), CBS, 3.63 million.
16. “NBA Countdown” (Wednesday), ABC, 3.5 million.
17. “Big Brother” (Sunday), CBS, 3.49 million.
18. “The Neighborhood,” CBS, 3.36 million.
19. “American Ninja Warrior”, NBC, 3.32 million.
20. “To Tell the Truth,” ABC, 3.26 million.
Copyright 2021 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.