The networks used to get 75% awareness for each new program launch. Today despite going outside to pay for tune-in on top of 20% of one's own saleable airtime, awareness has gone down. Our own estimate of the current average awareness gained for new network (and comparable) product was 45% at launch across the 451 new shows that premiered last year for example. That's based on conversations with numerous network executives whose charge includes tune-in.
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