In a suburban Connecticut kitchen, 44-year-old Susan-home from work to care for her usually latchkey, today bed-ridden children-relaxes with "Good Morning America" and then "Live With Regis & Kathie Lee" on ABC.
Down the hall, Jill, 7, sick with the flu, is glued to a "Pocahontas" video, while upstairs, brother Rob, 14, who caught Jill's bug, stares at ESPN's review of last night's Mighty Ducks hockey game against the New York Rangers.
If there's a dad in the picture, he's Bill, 45, channel-hopping between WABC-AM's traffic report and WPLJ-FM's morning show in the family's pre-owned Volvo as he heads for work. Once there, he remembers to call for tickets to "Beauty & the Beast" on Broadway.
Welcome to a morning in the life of an American family in the post-megamerger world of Walt Disney Co. and Capital Cities/ABC. Coupled with its already far-flung empire of films, theme parks, cable properties and publications, Disney's increased media command courtesy of Capital Cities stacks things considerably in its favor. At least when it comes to that very desirable demographic of adults (age 25 to 54) with kids.
In a special analysis of the uber-media company for Advertising Age, DDB Needham Worldwide, New York and Chicago-using its media planning software program Personal Media Mapping process, data from A.C. Nielsen Co., Media Research Inc. and proprietary agency studies-came up with some riveting numbers indicating the new Disney's sway in these homes.
A total reach cume through MRI reveals all properties of the combined entity have the potential to reach 86% of this demographic in a six-month period.
"That is remarkable," said DDB Needham Exec VP-Director of U.S. Media Page Thompson. "It says to advertisers if you want the family with kids, buy Disney."
This is good news for companies that market everything from children's cold remedies to imported cars and VCRs, which-along with baby food, shampoos, toys, minivans, electronic games, theme parks and computers-are among the top categories for this demo, according to MRI's Golddigger run.
The new Disney also wields plenty of clout in share of daily viewing. Combining Nielsen numbers and DDB Needham estimates of time spent with all media properties, the new Disney is again on top with 2 hours, 9 minutes.
"While that may seem small, that gives them far more than any of the competition," said Mr. Thompson, whose agency calculates all of NBC at 1 hour, 37 minutes; the combined Westinghouse/CBS media properties at 1 hour, 36 minutes; and Fox parent News Corp. at just 22 minutes.
"On a daily basis, this means all of the new Disney will reach 29.4% of adults ages 25 to 54 with kids."
Looking at network TV properties alone, Mr. Thompson said ABC, including Buena Vista, scores a 38% share in daily gross rating points in this demo, compared with 23% for CBS, 27% for NBC and 12% for Fox.
And, according to DDB Needham, ABC owns half the prime-time shows these consumers are most loyal to. Among adults 25 to 54, the top 10 in loyalty (in descending order) are ABC's "Home Improvement" (Disney produced); NBC's "Seinfeld"; Fox's "Beverly Hills 90210"; ABC's "Coach"; CBS' "Dave's World"; ABC's "Grace Under Fire"; ABC's "Roseanne"; ABC's "NYPD Blue"; NBC's "SeaQuest DSV"; and NBC's "Frasier."
And with the new prime-time access ruling, the new Disney will have another hour to slot sitcoms.
Meanwhile, back at Susan and Bill's, it's late evening. Sue has now been felled by the flu, leaving Bill to play with ABC Online on his computer, as he watches an analysis by ABC's "Nightline" of the next multimedia deal. Sleep tight, Mickey.