Off-Channel Promos Crucial In Reaching Mass Audience

It is not enough to promote new TV shows on one's own network. Recent analysis from The Nielsen Company in looking at 60 promotional campaigns for shows that began last fall revealed that just 40% of viewers who tuned into a new series came from on-channel promotion.

“For news shows, off-channel promos are key,” according to a report from Howard Shimmel, executive vice president, Nielsen client insights and Justin Rosen, senior manager of media. “Some networks may over-rely on their on-channel inventory, which only effectively reaches loyal, regular viewers.”

An analysis of all 60 campaigns for new and returning TV series fall 2011 network premieres found that the average campaign reached 47% of adult 18-49 viewers.

But adding in incremental reach from off-channel promotion tacked on another 4.4 reach points, on average. This included cross-channel (free on sister networks) and paid advertising on other networks.

Off-channel promotion is more crucial among those “lighter network viewers,” where only 36% of viewers who tuned into a show were exposed only to on-channel promotion. Off-channel promos accounted for 7 incremental reach points for this group.

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The good news: overall TV promotion works. The research found only one campaign in 60 where promotion didn’t work.

When is off-channel promotion not needed as much? Returning shows. The largest share of viewers -- 75% -- who tuned into a returning show’s premiere is likely those who only saw on-channel ads.

Nielsen says TV promos on premiere day are critical; shows can get one-third of the total audience when exposed to a promo that day.

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