Not Your Father’s Tune-In -- Part 1

Itamp8217s one of the biggest categories of all advertising especially when you consider that tunein advertising starts from a core of 20 of each networkamp8217s own commercial inventory and then you add to that paid media buys on other TV networks stations and cable systems magazines intheater outdoor radio on owned sister channels and through earned social mediaAt the June ARF Dave Kaplan NBC Universalamp8217s Senior Vice President Research ampamp Insights Bravo and Oxygen Media and Brian Katz TiVo Researchamp8217s Senior Vice President Audience and Purchaser Insights presented results of a study that measured the effects of tunein advertising across1amp160National TV AdsHome Network OnAir and Network Family CrossChannel 12 networksPaid National TV 4 networks2amp160National TV Sampling Episode 101 promo plays on network familyamp8217s sister nets3amp160Local TV Ads 3 top broadcast and cable scripted series in NYLAamp1604amp160Digital Properties 10 entertainmentlifestylenews sites5amp160Outdoor Billboards and kiosks NY LA Chicago6amp160National CinemaThe study showed that when a home was reached by more than one of these marketing components there was a synergy effect causing higher ratings lifts For example in this study of those reached by promos on own air and on sister channels plus viewing the first episode being played on the sister networks considered as a promo a whopping 32 converted ie watched the promoted series after these promo exposuresAlso where any TV promo exposure caused conversion of 1115 TVdigital brought that up to 1501Exposure via single marketing component was found to be less effective in causing rating lifts For example those reached only by paid national ads showed no lift Single media also when it did work brought in viewers who did not stay with the series for as many episodes For those reached only by digital the number of episodes viewed was 148 vs 229 for any TV any digitalThe further reach by another medium increases the rating lift effect This is true for adding intheater adding outdoor adding digital adding the sister network program samplingSeeing the results Charlie Fiordalis Chief Digital Officer at Mediastorm was struck by the success of releasing the 101 episode as a sampling method via two sister networks USA and E While many other media combinations indexed 1000 in terms of conversion rate over the unexposed group these 101 samplings indexed in the 20004000 range He commented amp8220Consumer marketing teams at networks agonize over episode 101 distribution and while we typically argue that 101 is entirely promotional and should be free and widely distributed there is pressure to hold back They fear that if people watch 101 somewhere else they wonamp8217t know where to see 102 and that the amp8216unveilingamp8217 impact of the premiere will lose its punchamp8221 He called for more study of 101In the next post we learn the optimal allocation for tunein advertising talking further with tunein expert Charlie FiordalisThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Not Your Father’s Tune-In -- Part 1

Author

Publish date

Channel

Bill Harvey

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Not Your Father’s Tune-In -- Part 1

Enjoying This Commentary? There's More to Love

Bill Harvey

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

Cookies