Tune-In Is More Important Now Than It Ever Was Before

But first let us understand the scope of the problem According to the National Association of Broadcasters NAB and Ampere Analytics in 2022 the total investments globally in new TVcinema content totaled 230 billion nearly twice the level it was at ten years earlier We can see this reflected in the number of new shows In the mid1970s in the US there were an average of 22 new primetime scripted series introduced each year By 2009 this number had climbed to 210 In 2022 the number was 591 almost triple 2009 and 27 times as many as in the mid70sOne favorable change is that today 70 of new series launches result in a show staying on the air for some number of seasons This is not necessarily because the shows are better than they used to be in the mid70s when only 10 of new shows made it to a second season Itamp8217s mostly because of the change in perspective Back then a new show was canceled if it failed to get an 18 average minute rating Nowadays a show gets to stay on the air even if it has only a 1 rating which is considered pretty good now whereas it was considered horrible back whenBut even a 30 failure rate has important monetary consequences Variety reports that the average cost of these shows is 3 million to 7 million per hour and when most new series launch they have 10 episodes in the can That puts the average cost of a failure is about 50 millionOne question to ask is whether more or more effective tunein can lower those losses This is something which can be determined by inmarket experimentation But hold on a second There is another concernThe same fragmentation of television causing lower ratings also has another effect which we only discovered recently The loyalty of a viewer appears to have dropped precipitously as a result of the overabundance of choice As a result episode to episode a series sees its ratings going up and down much more than in the Golden AgeThis is highly relevant to tunein which can be used to tantalize viewers with a few scenes from the next episode and if used effectively and continuously this could stabilize the audienceamp160Up to now tunein has been used mostly for new season premieres and there are many shows that are given almost no tunein on a continuous basis That would have to change if one wanted to see steadier ratings for all series on a networkWe have now scoped the problem and its causes and hinted that the solution lies in the direction of more and more effective tunein How would we achieve that is it just throwing more money at it Are there any systemic problems with current tunein that can be identified and improved upon YesIn the search for best practices in the industry with people changing jobs from one studio or network to another everyone winds up doing things the same way For example in tunein today the common practice is to advertise Program A on Program B if there is a lot of audience duplication between the two shows This is perfectly reasonable Nielsen and now others as well are providing audience duplication data Nielsen has been doing it since the 60s and gradually all the networks found the duplication hammer for the tunein nailWhatamp8217s wrong with that method Two thingsOne before the new show premieres it does not have an audience let alone an audience duplication pattern So people guess at probable duplication based on similarities they see between showsThe second problem is the real killer Itamp8217s the low awareness problem The duplication between Program A and Program B is between people who were aware of both series By definition that approach is leaving out the other 70 of people who might love your new series but donamp8217t know that it exists How do you find people who will love your new seriesYou can find people who love certain values that are highly present in your new series Thatamp8217s the link The way you can find people unaware of your new series but very likely to find it their cup of teaA company I cofounded RMT has trained the Semasio AI to reproduce the 15 RMT Motivations and measure their presence within 300 million Americans who browse the open Web If you have a new show that has characters who are heroic and creative we can find a targetable advanced audience of tens of millions of people who would love a show like that because the content they consume on the internet has high doses of Creativity and HeroismLeadershipModest programmatic digital tests matched with available set top box data from any supplier can determine how well the method increases ratings and when you see that it works you can do the math to weigh scaling up use of the methodTactically you might test a mix of premium digital video nonpremium digital video and display Example of a display ad picture of the main character with the words Creative Hero and the name of the series The user interested by this would click to see the trailer All three tactics would be tested against the same advanced audience targets known to consume content related to Creativity and to HeroismLeadershipBy increasing the effectiveness of tunein more new series launches can remain on the air longer with more lucrative audience sizes With the vast investments being made and the overturning of the quotnatural orderquot in television every reasonable idea deserves to be tested with careSelfpublished at MediaVillage through the wwwAvrioB2Bcom platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Tune-In Is More Important Now Than It Ever Was Before

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Bill Harvey

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