SCI FI CHANNEL VIEWERS ARE MAJOR INFLUENCERS ACCORDING TO EXPERIAN SIMMONS RESEARCH
New Key Sales Metric Derived from
Malcolm Gladwell's "The Tipping Point"
New York, NY � March 5, 2007 - According to Experian Simmons Research, SCI FI Channel viewers rank number one among all cable networks in adults 18 � 49, in two of the four "tipping point" categories. This new Experian Simmons metric comes from Malcolm Gladwell's acclaimed book The Tipping Point, How Little Things Can Make a Big Difference, which profiles four tipping point groups that wield the most influence in the marketplace. Gladwell illustrates these tipping points with psychological criteria that identify the rare people who have the ability to bring a thought or idea to its critical mass.
SCI FI Channel viewers are MAVENS or "information specialists" who like to share their information through personal and on-line exchange, making them uniquely influential and key players in word of mouth marketing. SCI FI viewers are also top ranked INNOVATORS, creating trends and taking risks, and are big picture thinkers.
Dave Howe, General Manager and Executive Vice President of the SCI FI Channel said, "This new research is a terrific endorsement of the unique and differentiated nature of SCI FI's audience. Our viewers are highly engaged early-adopters and trend-setters and SCI FI's ownership of this new metric research overwhelmingly recognizes the vital importance of our viewers to advertisers."
Mark Miller, Senior Vice President, Sales, Cable Entertainment Group added, "This new measurement is the cornerstone of our upfront message that we will be taking to our customers. The benefit to advertisers is in reaching the right consumers who amplify their messages and translate to the mainstream."
Experian Simmons, the most respected authority on the behavior of the American consumer, has clearly identified SCI FI Channel viewers through this metric as a priority group for marketers to reach. In a highly competitive cable landscape, SCI FI Channel viewers have been named above all others as key influencers, with other extremely valuable marketplace attributes that include trend setting, information seeking and spreading, risk taking, and trying and buying new products first.
SCI FI Channel is a television network where "what if" is what's on. SCI FI fuels the imagination of viewers with original series and events, blockbuster movies and classic science fiction and fantasy programming, as well as a dynamic Web site (www.scifi.com ) and magazine. Launched in 1992, and currently in 86 million homes, SCI FI Channel is a network of NBC Universal, one of the world's leading media and entertainment companies.
Experian Simmons Research, part of Experian Research Services, has been a leading chronicler of the American consumer for over 50 years. From the products that all Americans buy and the brands they prefer, to their Internet shopping behaviors, attitudes, lifestyles and media that they use, Simmons measures over 30,000 American consumers each year using statistically projectable samples. Simmons' samples include the largest representation of all Americans, including, Hispanic, African-American, Asian and other consumers and are used by over 500 clients worldwide to provide the most complete picture available on America's consumers. In 2006, Experian Research Services was ranked the fastest growing market research company by Jack Honomichl, the leading market research industry authority.