According to the latest CIA MediaLab survey, Good Housekeeping is the brand that adults would most like to see being turned into a TV show. This comes as the ITC is considering relaxing its rules on “masthead programming”: at the moment a TV show can be turned into a magazine but a magazine cannot be turned into a TV programme.
CIA MediaLab examined attitudes towards potential TV shows made by Good Housekeeping, Cosmopolitan, Loaded, Hello! and the Economist. Of the five magazines put forward, adults are particularly keen to see Good Housekeeping on the small screen (53% in favour overall). This is followed by the Economist (26%), Cosmopolitan and Hello! (both 25%) and Loaded (15%).
Not surprisingly, Good Housekeeping‘s popularity among women is high – almost two thirds (65%) of those questioned by CIA MediaLab say that a programme based on the magazine would be a good idea. The concept is also popular among older people with 59% of adults aged over 35 keen to see the title transferred to TV.
The results for other magazines are shown below:
% Who Think Magazine Would Make Good TV
All People
Men
Women
15-24 yrs old
25-34 yrs old
35-44 yrs old
45-54 yrs old
55-64 yrs old
65+ yrs old
B’sheet Readers
Mid-Market Readers
Tabloid Readers
Cosmopolitan
25
16
33
35
30
28
18
17
20
24
23
29
Loaded
15
18
10
31
18
17
9
4
5
12
14
14
Good Housekeeping
53
39
65
41
41
51
56
69
62
41
52
62
The Economist
26
30
21
11
24
28
26
31
35
42
23
25
Hello!
25
15
35
36
26
30
15
21
20
11
29
26
Anthony Jones, head of CIA MediaLab, said: “The loyalty that regular magazine readers feel towards their favourite title is tremendous. If done correctly, with brand values kept intact, turning top magazines into television programmes could provide successful programming material to the ever-increasing numbers of cable and satellite stations and the soon-to-arrive digital television channels.”
CIA MediaLab: 0171 633 9999
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