Cable networks are finding success with original programming. VH1 successfully launched Singles Ladies, a multi-culturalSex in the City with a dash of Housewives. The May 30th premiere scored well, ranking fifth among cable for the night. Off to a good start, the program has already been renewed by VH1.
Other than plain old ordinary ratings, what do we know about the Single Ladies audience? Enter TRA. Want to know the answer to the question, “What do my viewers buy”? TRA quickly profiles the Purchaser Rating Points™ of a new show.
The TRA StoryFinder™ ranker of the top CPG categories reveals Single Ladies viewers are strong purchasers of: Spirits/Liquor, Energy Drinks, Tea/Coffee, Bottled Water and Soft Drinks.
TRA’s Purchaser Ratings Points™ represents actual viewing among a purchase target. Beverage brands have a treasure trove of Purchaser Rating Points™ with Single Ladies.
The demographics characteristics of theSingles Ladies tuning audience mirror the program: Very strong for African-Americans, Hispanics, young female demos, movie goers and eating out.
For automotive brands the Single Ladies audience skews heavily to Asian Brands, small, midsized cars and more expensive vehicles.
TRA marketer clients find much higher ROI TV by shifting media plans towards purchasers rather than just demographics. At the recent June ARF conference, MARS revealed as a result of a focus on purchasers, “Mars has achieved a portfolio increase in ROI versus year ago of 25% in one category and 35% in a second category.”
Connecting categories and brands with the right shows that resonate with an audience is powerful. As Single Girls demonstrates, quickly finding the purchase profile of a program is significant for both advertiser and media seller.