Simulmedia: How Much Reach Could Each Network Reach If Each Network Could Reach Good? - Conor Finnegan - MediaBizBloggers

Viewers who do not see an onair promotion for a show will almost definitely not watch the show and yet broadcast networks tend to reach far less than 100 of potential viewers As the Fall 2009 season approaches network marketers should always be in the market for more reachIn less than a month the broadcast networks will roll out their new shows for the Fall 2009 season Among them are NBC39s Mercy ABC39s Flash Forward CBS39s The Good Wife FOX39s Glee and the CW39s Melrose Place With new shows comes the barrage of promotion via television radio online ads outdoor billboards and within magazinesnewspapers Resistance is futile Thou shall not escape the networks39 attempts to help you quotlearnquot about these new shows Or maybe just maybe thou haveEarlier this year Accenture released its Global Broadcast Consumer Survey titled quotTelevision Entering the Era of Mass Fragmentationquot The report highlights the ways in which consumers learn about new television content Of those polled adspromos garnered the highest response representing 40 of the group followed by channel surfing 33 and friendsfamily 30 More recent methods such as blogs Web content stores mobile ads and DVRPVR recommendations were towards the back of the pack with 8 6 5 and 2 respectivelyIn view of Accenture39s survey results it would seem that networks can39t afford to not reach all potential television viewers when it comes to onair promotion That is however exactly what is happeningFall 2009 Promotional Reach Viewers That Have Seen Program Promotion YTDNote Data from TNS Media Research39s Charter LA Time period 20082009 episodes of the show39s most recently completed seasonThe table shows that less than half of potential viewers have been reached with an onair promotion for any network39s new program These numbers will improve as the season approaches and finally begins but as the following chart shows even last season there was still a large population of viewers that had not seen a single promotionFall 2008 Promotional Reach Viewers That Have Seen Program Promotion Note Data from TNS Media Research39s Charter LA Time period 20082009 episodes of the show39s most recently completed seasonMarketers are not reaching a large portion of the television viewing audience That a sizeable percentage of the potential audience does not see a promotion creates a downward spiral If you don39t see a promotion chances are you won39t know about the program If you don39t know about the program then you can39t watch it And if you don39t watch it then ratings might decreaseThe solution to this problem is simple Networks must increase their promotional reach prior to program launch and maintain it during the program seasonA conversation from The Sandlot 1993 humorously illustrates the point of this issue showing that people can39t consume something they know nothing aboutHam Porter Hey Smalls you wanna s39moreSmalls Some more of whatHam Porter No do you wanna s39moreSmalls I haven39t had anything yet so how can I have some more of nothing

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Simulmedia: How Much Reach Could Each Network Reach If Each Network Could Reach Good? - Conor Finnegan - MediaBizBloggers

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Conor Finnegan

"About That with Carl Mayer:" Alaina Donnellon (Episode 6) - By Carl Mayer

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Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

Simulmedia: How Much Reach Could Each Network Reach If Each Network Could Reach Good? - Conor Finnegan - MediaBizBloggers

Conor Finnegan

"About That with Carl Mayer:" Alaina Donnellon (Episode 6) - By Carl Mayer

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