The term program loyalty refers to the number of members of an audience who:
- Watch an episode of a program, and then
- Chose to watch a subsequent episode of the same program when given an opportunity to do so.
Program loyalty analysis, and closely related
analysis, are powerful tools for gauging the strength of programs, particularly new programs. Program loyalty shows the number of people who watched a program, and decided to watch it the next time it was aired.
For programs that will eventually fail, program loyalty numbers will often indicate failure long before rating and share values begin dropping.
Note: A person is not considered to be disloyal if he or she watches an episode, and then does not watch television when a subsequent episode is being aired. Mowing the lawn while a program is airing is not an indicator of disloyalty. Disloyalty occurs only when the person has an opportunity to watch an episode, but chooses not to watch by selecting a competing program.
News - Program Loyalty
Reading program loyalty charts requires a little practice. In the chart above, we see that:
- Blue line first point Of the people who watched News #13 on week 1 and were watching television at 9:08 PM on week 2, 21.9% were watching News #13 - they were loyal to the program.
- Blue line second point Of the people who watched News #13 on week 1 and were watching television at 9:08 PM on week 3, 32.4% were watching News #13.
- Red line first point Of the people who did not watch News #13 on week 1 but did watch News #13 on week 2, and were watching television at 9:08 PM on week 3, 21.6% watched News #13.
Using Audience Watch, the analysis required about 3 seconds of computing time to generate on a Pentium Windows PC.