Simulmedia: High Attentiveness Low Loyalty (H.A.L.L.) Revisited: Exposure to promotion makes highly attentive rovers tune in to a program at higher rates - Yuliya Torosjan - MediaBizBloggers

Targeting low loyalty high attentiveness viewers is an ideal way to drive ratings for established programs We define low loyalty viewers as ones who watch only one episode of a program in a season As we previously determined most shows have large numbers of such low loyalty viewers and their attention is for sale Imposing the additional requirement of quothigh attentivenessquot we ensure that our target is more receptive to a particular programOur recent study examined whether exposure to promotion makes the highly attentive low loyalty segments more likely to tune in to subsequent episodes of a programWe isolated high attentiveness low loyalty February 2009 audiences for ABC39s Lost and FOX39s 24 Any viewer who saw at least thirty nonconsecutive minutes of Lost on exactly one out of four possible occasions in February was included in the high attentiveness low loyalty audience for Lost The same criteria were used to create a high attentiveness low loyalty audience for FOX39s 24Subsequently we split the February high attentiveness low loyalty audience into two segments based on their exposure to promotion in the first week of March prior to the first March episode We then examined first March episode tune in of the promoexposed and promounexposed highly attentive lowloyalty viewers and compared their rates The results for both programs have confirmed our hypothesis that promotional exposure moves highly attentivelow loyalty viewers to tune in at higher ratesAdditionally the graphs below illustrate that the high attentiveness low loyalty audience is a more effective target of promotion than the general settop box audience In fact the high attentiveness low loyalty audience exposed to promotion is more than three times as likely to tune in to the program as the exposed general audienceIn our future analysis we plan to investigate whether exposure to promotion made the low loyalty viewers more loyal and determine the persistence of the effectYuliya can be reached at YuliyasimulmediacomRead all Yuliya39s MediaBizBloggers commentaries at Simulmedia MediaBizBloggers

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Simulmedia: High Attentiveness Low Loyalty (H.A.L.L.) Revisited: Exposure to promotion makes highly attentive rovers tune in to a program at higher rates - Yuliya Torosjan - MediaBizBloggers

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Yuliya Torosjan

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Simulmedia: High Attentiveness Low Loyalty (H.A.L.L.) Revisited: Exposure to promotion makes highly attentive rovers tune in to a program at higher rates - Yuliya Torosjan - MediaBizBloggers

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