• by Wayne Friedman , November 4, 2010

Running a bunch of TV promos doesn't always get you the most viewers for your TV shows. TiVo points to how NBC's new shows performed so far this fall, versus where CBS put its efforts.

Citing its second-by-second TiVo Power Watch ratings from August through October, the DVR and TV measurement company says that while NBC devoted more media weight to its TV promos than other networks, it did poorly in converting them into viewers for those shows.

For example, NBC Universal, in general, had the top three campaigns in terms of reach and gross rating points for its promos -- for "The Event," "Chase" and "Undercovers." However, those campaigns were not very effective at converting viewers -- especially "Chase," which came in among the bottom five in terms of effectiveness, with only a 7.17% promo-to-show conversion rate.

TiVo calls its promo conversion rate the percent of homes that were exposed to promos three or more times and then tuned into the program, either live or up to seven days later through time-shifting. TiVo uses a 35,000 subscriber opt-in panel for its results.

But leading network CBS did have the right formula -- with some of the best efficiency in converting promo watchers to show viewers. CBS shows had three of the top five conversion rates: "$#*! My Dad Says" (25.75%), "Hawaii 5-0" (23.7%), and "Mike & Molly" (18.4%).

Other shows that made the top five were: NBC's "Outsourced" (22.69%) and Fox's "Running Wilde" (18.69%).

For its launch of "The Event," NBC used 1078.2 gross ratings points (GRPs) looking at live-plus-seven-day numbers, earning an 86.3% reach over seven days with a large frequency of the promo: 12.5 appearances. This show was easily the highest in all categories.

NBC also worked hard for "Chase," grabbing the second-largest amount of GRPs, with 773.0 for a 82.6%. NBC's "Undercovers" was next at 680.0 GRPs, with an 8.4 frequency of promos, and an 81% reach.

As is typical for other networks, CBS spent more time promoting new shows over returning shows: "Hawaii 5-0" used the fifth-most GRPs, with 514.4. "The Defenders" was right behind -- in sixth, with 400.6.

ABC spent its greatest effort on "Detroit 1-8-7," according to TiVo -- in fourth place with 562.8 gross rating points, right after the three NBC shows. The network had two other shows in the top 10: "The Whole Truth" (475.5 GRPs) and "No Ordinary Family" (333.3 GRPs.)

Not surprisingly, Fox used most of its on-air media time for "Lone Star" (405.3 GRPs). Given its dramatically weak ratings (and quick cancellation), it was also one of the least effective in converting promo watchers to show viewers, only reaching a 7.95% conversion rate -- the third-worst among all network shows.

The figures do not mean that networks have given up hope on poor promo-to-show performers. The CW's "Hellcats" earned a 8.52% rate; ABC's "Detroit 1-8-7" is at a 8.94%; and NBC's "Chase" came in with a 7.17% rate. All three are still on the air.