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Fuel TV GM on Nielsen ratings, expanded moto coverage

By Shelby Stanger
March 08, 2011 6:00 AM

Fuel TV made two announcements yesterday. Nielsen Media Research will rate the cable and satellite television network starting on March 28.

 

Fuel TV will also be expanding its motocross programing.

 

I spoke with Fuel TV General Manager CJ Olivares about what the new metric means for endemic and nonendemic advertisers, viewers and action sports brands, and why motocross is such an important initiative.

 

I first asked CJ why Fuel TV, which is owned by Fox Sports, was not rated before. CJ explained that it has been a challenge to get stable data from Nielsen in networks that reach less than 40 million households. Fuel TV currently reaches a little north of 30 million households.

 

In the last two years, though, CJ said the network has been able to get better reports and insight into consumers’ viewing habits. He said they’re also increasing their viewership, and have gained a lot of support from Fox Sports to take the network to another level.

 

“We’re taking a big step forward and Fuel TV and Fox are committed to creating long-term growth and investment in building this property,” said CJ. “Ratings are something every network has to go through to ensure their long-term livelihood.”

 

For advertisers and agencies, CJ expects the ratings to tell a compelling story about the world of young adult males, who make up the bulk of the viewership of Fuel TV.

 

Currently, Mountain Dew, Nike 6.0, Scion, Verizon and Geico are some of the advertisers that support the network.

 

“The ratio of guys 12 to 24 that comprise our audience is extremely high, so when we can show people numbers in April, we believe that ratio is going to be impressive, especially when viewed against other networks that would be considered in our competitive set like Cartoon Network/Adult Swim, Spike, and MTV,” he added.

 

As far as programming, CJ said the ratings will make it very obvious which shows are popular and which shows are not. For viewers who like shows that get high ratings, they’ll be able to keep watching their favorite shows. For shows with low ratings, they’ll most likely get cancelled.

 

CJ said currently Built To Shred, The Daily Habit, Thrillbillies, The Adventures of Danny and The Dingo, and Firsthand are shows that have all done well and he expects them to get good ratings.

 

See page 2 for how ratings apply to ASP coverage, and an update on moto coverage

 

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