Local TV Promos Don't Always Translate To More Viewers
More local news TV promos spots do not mean more viewers for local TV news programs.
In looking at the key 25-54 viewers -- the strongest news viewers -- the optimum promo media plan, according to one Seattle TV market, came from seven to nine exposures. That yielded a 22% increase in tune-in from 10% before the campaign started, according to Nielsen.
Overall, Nielsen says people -- defined as viewers who normally did not watch this Seattle station’s early morning news program before the campaign -- made up 65% of the total program audience after the campaign.
Looking at other promo frequency levels, Nielsen found that with no promo exposures, tune-in rose 1.6% before the campaign to 7.8% after the campaign. From one to three exposures, there was 4.7% improved tune-in before and an 12% after the campaign.
More exposures from this point yielded lower results: four to six exposures saw tune-in rise 20.4% before to 24.3% after the campaign. When being subject to 10 or more exposures, there was a 43.1% tune-in rise before and 45.9% after.
Nielsen also notes that prime-time and early-fringe dayparts were the best times to reach a new, potential audience.