Looking For Viewers in All the Right Places - TRA (TiVo Research and Analytics)

In May of this year Jefferson Graham wrote an article for USA Today regarding how vitally important social TV platforms are to the success of a television program For TV networks social is hugely important There is no disputing the value of a viewer posting comments about TV shows on Twitter Facebook and other social media But there would be no posts without the mechanism that drives the audience to the program in the first place the promotional spot and paid quottuneinquot advertisingIs there anything more central to the lifeblood of a network than its promotional campaigns They invest millions in writers director and cast then spend untold hours screening it at their Las VegasAustinLos Angeles facilities Then when it comes time to promote the series premiere there is another significant investment of resources that includes producing the advertising spots and utilizing their own valuable airtime as well as purchasing a schedule If only there was a technique to assist with the promotional campaign and pinpoint the ideal target for the new seriesEnter TRA39s TiVo Research and Analytics Viewer Segmentation report With this report a target can be created for a single program a network a genre or a daypart Then a network39s promotional team can determine what else heavy viewers of that segment are watching Promoting your new series that is CSI meets The Young and the Restless Want to reach a rabid NHL viewer now that the season is on life support and perhaps they would enjoy another sporting event TRA tells you where to find themLet39s review some of last season39s broadcast hits and see what else those viewers are watching I took a look at one series premiere from each of the broadcast network39s fall 2011 season to see what else is popular with their audience Besides other Fox sitcoms New Girl fans enjoy CW39s Gossip Girl and 90210 as well as ABC39s Revenge As for ABC39s Once Upon A Time those fans are enjoying SYFY39s Merlin makes sense and Fringe on Fox Grimm viewers on NBC prefer more stark fare like Fox39s Bones and AMC39s The Walking Dead And the fans of CBS39s 2 Broke Girls enjoy a little reality on the side with ABC39s Shark Tank and Fox39s Kitchen Nightmares appearing in their DVR queueFurther analysis of these four programs reveals that the most loyal viewers account for approximately 50 of the viewing The middle tier of viewers delivers a viewing high of 41 for Once Upon A Time and a low of 37 for New Girl This type of viewing segmentation allows networks to target light and medium viewers of a program and try to convert them into loyal followers This segmentation is based on TRA39s Viewer Segmentation Centiles that distributes viewing from 22 million homes into 100 different segments from heavy to light as illustrated in the chartBut let39s say you39re not a major network trying to promote a new series I mean how many of you are there anyway No really how many of you are there What if you are an advertiser hoping to target viewers of New Girl The cadence of that program perfectly matches your product39s ideal target but you don39t want to allocate a large percentage of your budget to just one highpriced network ticket Where else can you place TV ads without blindly guessing where your potential fans are We39re here to help New Girl viewers also love FX39 Justified TNT39s Southland I know I never would have guessed that either and that hot British import Downton Abbey So one could try advertising on these shows instead of New Girl Trying to reach the Grimm crowd Looking for a little grittier audience Might we suggest USA39s Psych but you probably would have guessed that and The Daily Show with Jon Stewart I got you on that one Viewers of Once Upon A Time can be found watching TVLand39s Happily Divorced and ABC39s Celebrity Wife Swap The fans of 2 Broke Girls also enjoy awards shows Jimmy Kimmel and wait for it NASCAR RacingFrom the expected to the unexpected TRA39s Viewer Segmentation offers a high powered lens into the viewing patterns of consumers Similar to exposing moviegoers attending the 8pm showing of The Dark Knight Rises to a trailer for Skyfall Viewer Segmentation provides your brand or new series with the opportunity of reaching its optimal target in ideal environments

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Looking For Viewers in All the Right Places - TRA (TiVo Research and Analytics)

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Looking For Viewers in All the Right Places - TRA (TiVo Research and Analytics)

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