Cable Conversion - Alex Petrilli-TiVo

During the past few months there have been a host of new series debuting on cable From the TNT remake of Dallas to the much ballyhooed returnOf course that total does not include every new cable series Let me apologize upfront to some niche cable networks you debut series more often than American Idol announces judges For the purposes of this analysis I39ve limited my scope to the top rated new cable seriesWhen a series premieres on television the main promotional tool networks39 employ is promo spots on their own air on a sister network or as part of a paid schedule TiVo39s StopWatch ratings service enables us to determine the percentage of viewers that actually tuned in to a series premiere after watching its promo We call it Promo Conversion I know clever rightThe Promo Conversion analysis breaks out the number of promos that a viewer has been exposed to For the purpose of this analysis I selected three promos based on the old tenet that it takes at least three exposures for an advertising campaign to be effectiveIn evaluating the Promo Conversion The History Channel39s Hatfields ampamp McCoys was the clear leader with a 982 Promo Conversion based on three exposures Simply defined out of all the viewers who saw at least three promos 982 viewed part one of HampampM TNT39s Dallas remake scored second place with a Promo Conversion rating of 803Above are the top five new series and the programs ranked 1620 based on their Promo conversion score utilizing three exposuresI then compared the Promo Conversion to the campaign39s Live 7 Day Reach for the six weeks prior to the series premiere The combination of reach and Promo Conversion begins to illustrate a more complete picture of the effectiveness of the promotional campaign The Hatfields ampamp McCoys achieved a 4992 reach while the Dallas campaign reached slightly more than two thirds 6741 of TiVo39s DVR homes over the six weeks leading up to the series premiereDividing Promo Conversion by Live 7 Day Reach yields one measure of the accuracy of a targeted promotional campaign In other words was the effort based on a broad reach strategy or was it a targeted effort that was designed to influence only potential viewers The Dallas strategy achieved an 1191 Promo ConversionReach figure while Hatfields ampamp McCoy scored a 1967 Interestingly the number one new series based on Promo ConversionReach was the History Channel39s new reality series Mountain Men This is clearly one network that understands its audience because the entire campaign aired only on the History Channel amp8212 focusing on American Pickers Swamp People Hatfields ampampMcCoys and Pawn Stars amp8212 and achieved a 3372 Promo ConversionReach result Achieving similar results was BBCA39s White Heat which ranked 16th in Promo Conversion but second overall in terms of the Promo ConversionReach ratio As with History Channel39s Mountain Men BBCA focused the entire promotional effort for White Heat on its own air concentrating on Top Gear and Kitchen NightmaresTiVo data delves into promotional efficiency through the PowerWatch ratings service that includes demographic and household characteristic data from a national optin panel of nearly 50000 TiVo households Beyond overall Promo Conversion the system includes the ability to classify the data by broad daypart network and creative spot We also offer a second metric ProgramPromo Conversion which segments the viewers of the program being promoted and reports what percent of the viewers saw a given number of promosDetermining the success or failure of a network promo has been a difficult prospect Yet its importance is without question and with the constant torrent of new series debuts a network needs the latest and most effective tools that will allow its series to stand out from the crowdThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Cable Conversion - Alex Petrilli-TiVo

Author

Publish date

Channel

Alex Petrilli

"About That with Carl Mayer:" Alaina Donnellon (Episode 6) - By Carl Mayer

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Cable Conversion - Alex Petrilli-TiVo

Enjoying This Commentary? There's More to Love

Alex Petrilli

"About That with Carl Mayer:" Alaina Donnellon (Episode 6) - By Carl Mayer

The payment was successful

Cookies