Plum TV and Gospel Music Channel Deliver Highest Emotional Connections Among Emerging Networks

Among 103 emerging television networks measured in the recent Myers Emotional Connectionsamp8482 Study of 8000 Americans surveyed on their perceptions and attitudes towards media regional network Plum TV and Gospel Music Channel along with Spanishaudience targeted Voy Network are leaders in capturing the hearts of their viewers and delivering greater value to their advertisers Details from the new Myers research conducted online earlier this year are being released during the next several weeksPlum TV and Gospel Music are in a virtual dead heat with Plum ranking first overall by a nose in the aggregated average of the five measures of Emotional Connection developed by Myers over the seven years it has been developing the methodologyEach of the 103 emerging networks included in the report which is available at JackMyerscom are rated on a one to seven scale by their viewers for each of the following attributes I frequently watch this network This network is relevant to me and reflects my TV viewing interest Once I tune into this network I stay tuned without skipping commercials When I see advertising on this network I consider it a recommendation and am more likely to consider purchasing the product or service being offered I value this network enough to pay a special fee to watch it whenever I want In the category quotconsider advertising a recommendationquot Plum TV ranks first Voy Network second TVG Interactive Horseracing third The Africa Channel fourth Gospel fifth and ondemand offering Ripe TV sixth Plum Gospel Voy and TVG IH rank first through fourth for quotstaying tuned without skipping commercials Gospel Music ranks first for quotrelevancequot and quotfrequently viewquot While many of the 103 emerging channels are generally unfamiliar to the mass of Americans it is clear that among their smaller audience base there is tremendous loyalty that translates into increased advertising attentiveness and effectiveness Networks targeting Latino viewers achieve impressive emotional connections with their audiences There are also surprises in the study results that when reviewed in the context of the networks39 programming are logical For example ExpoTV which provides indepth product content and consumer reviews ranks seventh among all emerging networks for quotconsider advertising a recommendation and am more likely to purchasequot ExpoTV also ranks fifth for quotvalue the network enough to pay a special feequot Voy ranks first Plum TV second TVG Interactive Horseracing third and Hispanic sports channel Gol TV fourth in the ondemand value categoryPlum TV founder Tom Scott who also founded Nantucket Nectars told Jack Myers Media Business Report the network has quota lot of parallel evidence that validates the network39s success in the Myers studyquot Plum TV delivers locally produced and focused content in upscale resort communities including Nantucket the Hamptons Aspen Martha39s Vineyard Sun Valley Telluride Vail and has recently expanded to Miami reaching 14 million people total although a deal was recently struck with Cablevision to deliver Plum to 25 million households throughout the New York City area and the network is available ondemand via Comcast in New England and DenverAt Nantucket Nectars Scott recalls quotI stood behind tables and gave away juice samples I had hands on experience with emotional connections and observed first hand how to connect and we all work to connect in the same personal way with our audiences So it39s no surprise we perform well in the Myers study we constantly receive positive responses from our viewers and we see local information but this is the first time I39ve seen hard national data behind itquotScott advises quotwe broadcast in the traditional sense in a few small geographic areas that serve lots of people who love these places It39s one degree marketing viewers know the people we39re covering and they love the place We obviously get a bunch of benefits and among them is reaching people when they are on vacation People who don39t relax are relaxed The super busy are relaxing Our content is tied to places they are passionate about and we develop customized local advertising for our sponsorsquot which include Porsche American Express Land Shark Beer and Volkswagen quotWe deliver viewers who are in a mind frame to embrace the advertisers who are supporting something they love in a place they lovequot Scott says He points to a targeted Amex commercial that localizes the quotMy Card My Lifequot campaign to Aspen quotIf you39re NBC you need broad reach For us these are our markets and we cover local events feature local personalities and there is a face to face component we offerquotScott reports quotPlum will continue to look for geographic expansion but we don39t need it to grow our business We can grow digitally in an exponential fashionquot Plum TV recently received an infusion of 20 million from investors including former Viacom CEO Tom Freston Richard Branson and Jimmy Buffet Methodology and details from the Myers Emotional Connections Study are available at JackMyerscom Emotional Connections is a trademark of Jack Myers

CLICK TO DOWNLOAD THE MYERS REPORT RESEARCH & WHITEPAPERS

Plum TV and Gospel Music Channel Deliver Highest Emotional Connections Among Emerging Networks

Author

Publish date

Channel

Maryann Teller

Hispanic Leadership Roundtable: Inclusion, Mentorship, and Building the Next Generation (Video) - By Juan Ayala

More Videos:

CLICK TO DOWNLOAD THE MYERS REPORT RESEARCH & WHITEPAPERS

Plum TV and Gospel Music Channel Deliver Highest Emotional Connections Among Emerging Networks

Enjoying This Commentary? There's More to Love

Maryann Teller

Hispanic Leadership Roundtable: Inclusion, Mentorship, and Building the Next Generation (Video) - By Juan Ayala

The payment was successful

Cookies