How To Turn Tune-In Into a Performance Medium

Tunein is entering a new era A new category of advertising science is emerging and it has as much relevance for content marketing as for brand marketing NeuroMotivational Targeting It identifies and activates on the deep psychologicalemotional values that influence what we watch buy and choose Here is why the industry needs itamp8212and whatamp8217s at stakeIn the last few years roughly oneamp8209third of programming investmentamp8212about 58B in 2025amp8212was lost due to newamp8209show failure Even when networks use their own airtime for promotion tuneamp8209in placements often fail to recover the ad sales revenue they displace Paid tuneamp8209in performs worse still And in streaming long availability windows do little to offset weak launches The industry faces two seminal problems how shows are developed and how they are marketed Weamp8217ll address the first problem in a later post today weamp8217ll focus on the breakthrough in tuneinThe prevailing strategy for tunein relies on audience duplication placing promos in programs with a high degree of actual or projected overlapping viewershipamp160 This approach worked decades ago when it was first introduced but it is ineffective today when the average rating hovers at 002 and the chance for growth lies in the other ampgt99 of the population Broad demographic targeting cannot solve a problem driven by narrow psychological drivers of choiceAdvanced methods have already proven whatamp8217s possible In my early tests these approaches doubled a CBS showamp8217s initial rating and sustained a 51 lift postcampaign In the work that won me a technology Emmy we showed hundreds of cases of an 18 new show adoption rate at a time when the industry norm was 12 We showed this again at TRA which became TiVo Research and with Simmons which found the uplift our methods produced for TV shows was 251What is this longproven method NeuroMotivational Targeting It infers the psychological motivations of a viewing audience based on the cumulative pattern of programs they view as analyzed through a lens developed using AI and Machine Learning ML The system identifies semantic markers of neurological Value Signals that drive all choice behavior according to Michael Platt Director of Wharton NeuroscienceAI which has become an RMT partner because of this discovery amp8220RMT AdContent Resonance is the only statistically significant predictor of EEG Synchronyamp8221 he says in this academic paper EEG Synchrony was proven by Wharton to correlate 91 with incremental sales in market across a number of countriesHow does it apply to tunein In any given footprint where TV usage data are available RMT analyzes the RMT Value Signals of the viewers using settop box smart TV or server data and scores each ID household TV set individual viewer by each of 265 neuromotivational dimensions Programs are scored the same way with signals refreshed on a rolling 30day basis This empowers RMT and its partners to 1 determine the IDs that comprise the most responsive audience for any new TV show 2 measure the degree to which each TV episode environment increases the efficacy of a specific tunein ad and 3 help program ownersdistributors create tunein ads for the distinct segments of predicted adoptersFor programmers seeking to maximize newamp8209show success Neuroamp8209Motivational Targeting offers a proven path to higher adoption more efficient spend and materially better ROI It transforms tuneamp8209in from a cost center into a measurable performance mediumIn the coming weeks we will introduce RMTLabs the worldamp8217s first purposebuilt platform for NeuroMotivational Targeting across all forms of media including Linear TV Social and Streaming Early partners are already in motion1 576 billion is calculated from the 32 program removal rate for 2025 applied to the 180B invested in program development per Ampere Analytics and LuminateBuilding HighPerforming TeamsNEW Our newest podcast Preparation The Phase That Transforms Us explores the powerful role preparation plays in our personal evolution So often we rush toward execution and visible results overlooking the quiet phase where confidence clarity and capability are built We unpack why preparation isnamp8217t a delay in our progress but instead the very process that transforms us into the person who39s ready to sustain what we39re working toward amp8226 Why preparation is the actual process of transformation not just a delay amp8226 The tendency to use quotbusynessquot and execution as a form of escapism amp8226 Applying the athleteamp8217s mindset to find a quotflow statequot in everyday lifeThis monthamp8217s podcast length is amp877656 minutes Watch the VideoPosted 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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How To Turn Tune-In Into a Performance Medium

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Bill Harvey

TV in a Different Environment Plays by Different Rules - By E.B. Moss

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How To Turn Tune-In Into a Performance Medium

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TV in a Different Environment Plays by Different Rules - By E.B. Moss

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