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.
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.