Gaining Back Some of That Lost Audience Size

Despite this we have seen very little evidence of efforts for video channels to test new ways of growing audienceUsually when brands realize they are trending down they do something about it Sometimes what they do works and they recover and itamp8217s often by finding new users they never had beforeLetamp8217s say you have a video channel that in the past has averaged a 10 rating and now you are down to ratings to the right of the decimal point The good news is that 99 of the population is your oyster This is an onpurpose overstatement since with an average 10 rating you might have reached more than 10 of the population in a year but you had a core which made up most of that average 10 rating and occasional or accidental others who cycled through to see specific instances of content or were on rare occasions captive because of coviewing someone elseamp8217s choice of your networkWithout overstatement and leaving aside special tentpole sports events and the like every network tends to serve a small slice of the population Viewers have too much to do and too little disposable time to spend much of it exploring all their video viewing optionsAnd networks do not invest enough in tunein and subscriber acquisition advertising This is a hangover from the early days of television when programmers were accustomed to certain ways of doing things At the time each of the three networks averaged about 30 of the total audience and reached about 90 of viewers each week Using their own air to promote shows more than sufficed This method resulted in an average 75 awareness level for new shows Today the average awareness level for new shows is in the 2030 range according to Screen Engine a figure that seems highNetworks must now pay money to advertise outside of their own airtime and they do so grudgingly with short arms and deep pockets This is a huge mistakeThe potential to get new viewers is enormous Most of the population has no idea how good some of your shows are You have never reached them to demonstrate thatIt gets better There are technologies that can identify the audiences who have the highest chance of becoming loyal viewers to your specific program An example is the technology I developed which was proven to work averaging 18 adoption rates for new shows Today RMT with partner SambaSemasio is tracking 300 million US IDs and detecting the motivational signals that would drive a person to watch your contentIf you have a themed network where there is a pattern among the types of programs you schedule using motivational signals to attract viewers who would be the most receptive to one of your shows and ensuring with addressable ads that they see promos for other shows on your network you can obtain new replacement audience for those viewers you may have recently lostJust like testing a stain remover on a corner of your carpet before you use it across the whole carpet you can pretest in small geographies whether these new tunein technologies really get you new loyal viewers they do The cost of these pretests is peanuts and the benefit of potentially regaining lost audience is invaluablePosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Gaining Back Some of That Lost Audience Size

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