TiVo Research and Analytics Reveals 4th Annual Ranking of Fall Season TV Promo Effectiveness
2013年11月20日 - 9:00PM
Marketwired
TiVo Research and Analytics Reveals 4th Annual Ranking of Fall
Season TV Promo Effectiveness
Second-by-Second Audience Measurement Shows the Promotion of
Established Stars and High-Concept Ideas Drove Most Viewers to New
Shows
SAN JOSE, CA--(Marketwired - Nov 20, 2013) - TiVo Research and
Analytics, Inc. (TRA), a wholly-owned subsidiary of TiVo Inc.
(NASDAQ: TIVO), today announced audience measurement results for
the 2013 fall season series premieres. The study identified how
effectively on-air broadcast television promos, running the six
weeks prior to premieres, drove viewers to watch. According to TRA,
the top four programs with a Promo Conversion score greater than 20
percent earned full-season orders, and one new entry, Sleepy
Hollow, was already renewed for season two.
TRA evaluated the 23 new fall broadcast series that premiered
from September 16 - October 10 and utilized Power||Watch™ ratings
service data, gathered from an opt-in panel of 48,000 TiVo
subscribers, to analyze the results. For the third year in a row,
the findings revealed that a broad promotional reach campaign does
not guarantee a program's success with viewers. Promo Conversion --
defined by TRA as a viewer who was exposed to at least three on-air
promo spots for a given program and then tuned in for the series
premiere -- was quite accurate in predicting which new programs
would attract viewers.
For example, Sleepy Hollow ranked only 17th overall
with a 53 percent reach, but its Promo Conversion score of 20.4
percent boosted the show to third place in the overall rankings.
The ABC superhero program Marvel Agents of S.H.I.E.L.D.
ranked seventh in reach, but first in Promo Conversion with an
impressive 27 percent score. Robin William's second foray into
series TV, The Crazy Ones, enjoyed the best of both
worlds, delivering the second highest Promo Conversion rating of
25.3 percent and the fifth highest reach, 70 percent.
Contrary to popular belief, reach is less predictive of success.
The top reach campaign for the fall season was ABC's Once Upon
A Time in Wonderland. Besides touting the longest name of the
season, Wonderland also claimed a 76 percent live + 7 day
reach, but only a 4.9 percent Promo Conversion, the lowest score in
the past four seasons.
On the other end of the scale, live + 7 day reach for the Andy
Samberg comedy Brooklyn Nine-Nine was 48 percent, the
lowest non-CW new series this season. However, the show scored a
Promo Conversion rating of 20.3 percent and already received a
full-season order.
Starting in December, Promo Conversion measurement and reporting
will be available as part of Media TRAnalytics® v3.11.2. This
updated tool will include not only measurement of tune-in
conversion and overlap, but also the ability to analyze conversions
with reference to any of the wide variety of demographic and
purchase data available in Media TRAnalytics®.
"TRA's Promo Conversion data is a powerful tool that can help
networks cut through to the core of what's really resonating with
viewers and help to course correct midseason or plan for next
season all with an eye toward effective targeting and improving
ROI," said Tara Maitra, Senior Vice President and GM of Content and
Media Sales at TiVo. "No other data exists that offers such
granular insights into the efficacy of television promos to help
networks and marketers determine what's really resonating with
viewers."
Promo Reach Rankings
Rank |
Network |
|
Program |
|
Reach: Live + 7 Days |
Frequency: Live + 7 Days |
GRP: Live + 7 Days |
1 |
ABC |
|
ONCE UPON A TIME IN WONDERLAND |
|
76% |
11.3 |
863.2 |
2 |
CBS |
|
HOSTAGES |
|
74% |
7.3 |
542.6 |
3 |
NBC |
|
BLACKLIST |
|
74% |
9.7 |
714.8 |
4 |
ABC |
|
SUPER FUN NIGHT |
|
72% |
7.3 |
520.1 |
5 |
CBS |
|
THE CRAZY ONES |
|
70% |
5.4 |
375.8 |
6 |
ABC |
|
THE GOLDBERGS |
|
69% |
6.8 |
471.7 |
7 |
ABC |
|
MARVEL AGENTS OF SHIELD |
|
69% |
8.0 |
549.7 |
8 |
NBC |
|
IRONSIDE |
|
66% |
4.5 |
296.2 |
9 |
CBS |
|
THE MILLERS |
|
65% |
3.9 |
250.5 |
10 |
NBC |
|
THE MICHAEL J FOX SHOW |
|
63% |
5.6 |
354.7 |
11 |
NBC |
|
SEAN SAVES THE WORLD |
|
63% |
3.9 |
244.0 |
12 |
ABC |
|
TROPHY WIFE |
|
63% |
6.1 |
383.5 |
13 |
CBS |
|
WE ARE MEN |
|
62% |
3.5 |
216.8 |
14 |
CBS |
|
MOM |
|
61% |
4.6 |
285.7 |
15 |
ABC |
|
BACK IN THE GAME |
|
61% |
6.1 |
371.4 |
16 |
NBC |
|
WELCOME TO THE FAMILY |
|
59% |
3.0 |
173.0 |
17 |
Fox |
|
SLEEPY HOLLOW |
|
53% |
4.0 |
210.8 |
18 |
ABC |
|
BETRAYAL |
|
51% |
4.7 |
237.6 |
19 |
ABC |
|
LUCKY 7 |
|
50% |
5.6 |
282.5 |
20 |
Fox |
|
DADS |
|
50% |
3.4 |
169.9 |
21 |
Fox |
|
BROOKLYN NINE-NINE |
|
48% |
3.7 |
176.7 |
22 |
CW |
|
THE TOMORROW PEOPLE |
|
21% |
2.7 |
56.5 |
23 |
CW |
|
THE ORIGINALS |
|
20% |
2.7 |
53.5 |
|
|
|
|
|
|
|
|
Promo Conversion Rate Rankings
Rank |
|
Network |
|
Program |
|
Promo Conversion* |
1 |
|
ABC |
|
MARVEL AGENTS OF SHIELD |
|
27.0% |
2 |
|
CBS |
|
THE CRAZY ONES |
|
25.3% |
3 |
|
Fox |
|
SLEEPY HOLLOW |
|
20.4% |
4 |
|
Fox |
|
BROOKLYN NINE-NINE |
|
20.3% |
5 |
|
CBS |
|
THE MILLERS |
|
18.2% |
6 |
|
CBS |
|
MOM |
|
17.7% |
7 |
|
NBC |
|
THE MICHAEL J FOX SHOW |
|
16.1% |
8 |
|
CBS |
|
WE ARE MEN |
|
15.2% |
9 |
|
NBC |
|
BLACKLIST |
|
14.8% |
10 |
|
ABC |
|
TROPHY WIFE |
|
14.1% |
11 |
|
CBS |
|
HOSTAGES |
|
14.0% |
12 |
|
Fox |
|
DADS |
|
13.5% |
13 |
|
ABC |
|
THE GOLDBERGS |
|
13.4% |
14 |
|
CW |
|
THE TOMORROW PEOPLE |
|
11.9% |
15 |
|
ABC |
|
LUCKY 7 |
|
10.9% |
16 |
|
NBC |
|
IRONSIDE |
|
10.4% |
17 |
|
ABC |
|
BACK IN THE GAME |
|
10.3% |
18 |
|
NBC |
|
WELCOME TO THE FAMILY |
|
10.2% |
19 |
|
NBC |
|
SEAN SAVES THE WORLD |
|
9.7% |
20 |
|
ABC |
|
SUPER FUN NIGHT |
|
9.4% |
21 |
|
ABC |
|
BETRAYAL |
|
9.3% |
22 |
|
CW |
|
THE ORIGINALS |
|
5.8% |
23 |
|
ABC |
|
ONCE UPON A TIME IN WONDERLAND |
|
4.9% |
|
|
|
|
|
|
|
*Promo Conversation is the percentage of households who were
exposed to three on-air promo spots who tuned into the series
premiere of the program, includes Live + 7 days of
viewing.
About TiVo Research and Analytics, Inc. (TRA) TiVo Research and
Analytics, Inc. (TRA), a wholly-owned subsidiary of TiVo Inc.
(NASDAQ: TIVO), is a leading media marketing and analytics software
company whose products help advertisers, agencies and television
networks improve advertising targeting, accountability and return
on media investment within the Automotive, Consumer Packaged Goods,
and Pharmaceutical industries, as well as a growing number of
client CRM engagements. TRA's web-based Media TRAnalytics® and TV
Health Ratings platforms matched the TV advertising households
actually receive with the products the same households actually
buy, enabling TRA clients to find "The Right Audience®" while
providing an unmatched level of transparency, measurement, media
planning/selling and improved ROI. TRA clients include Procter and
Gamble, CBS, A&E Television Networks, ION Media, Oscar Mayer,
Sunovian and Starcom MediaVest Group. More information at:
www.traglobal.com.
About TiVo Inc. Founded in 1997, TiVo Inc. (NASDAQ: TIVO)
developed the first commercially available digital video recorder
(DVR). TiVo offers the TiVo service and TiVo DVRs directly to
consumers online at www.TiVo.com and through third-party retailers.
TiVo also distributes its technology and services through solutions
tailored for cable, satellite and broadcasting companies. Since its
founding, TiVo has evolved into the ultimate single solution media
center by combining its patented DVR technologies and universal
cable box capabilities with the ability to aggregate, search, and
deliver millions of pieces of broadband, cable, and broadcast
content directly to the television. An economical, one-stop-shop
for in-home entertainment, TiVo's intuitive functionality and ease
of use puts viewers in control by enabling them to effortlessly
navigate the best digital entertainment content available through
one box, with one remote, and one user interface, delivering the
most dynamic user experience on the market today. TiVo also
continues to weave itself into the fabric of the media industry by
providing interactive advertising solutions and audience research
and measurement ratings services to the television industry. More
information at: www.TiVo.com. Find us Facebook:
http://www.Facebook.com/TiVo. Follow us on Twitter:
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