TV Show Promos Add Viewers, 'Marvel Agents' Leads Efforts

Marvel's Agent of S.H.I.E.L.D.Four new network TV shows -- two dramas and two comedies -- scored high results when it came to their on-air promos bringing in viewers their respective premieres.

ABC’s “Marvel Agents of S.H.I.E.L.D.” had the best results, earning a 27% “promo conversion,” according to TiVo’s Research and Analytics unit (TRA).

Promo conversion is the percentage of homes exposed to three on-air promos that tuned into the series premiere of the program. This comprises live viewing of the premiere plus seven days of time-shifted viewers. CBS’ “The Crazy Ones” was after “S.H.I.E.L.D” with 25.3%; Fox’s “Sleepy Hollow” had at a 20.4% number and the net's “Brooklyn Nine-Nine” was at 20.3%.

TRA evaluated the 23 new fall broadcast series looking at promos running six weeks prior to new season premieres, Sept.16 to Oct.10. The study used TiVo’s Power Watch ratings service data from an opt-in panel of 48,000 TiVo subscribers. This is the fourth year that TRA has revealed new show promo results.

TRA notes that just because a promo has large “reach” of its consumer target, this does not guarantee success. For example, ABC’s “Once Upon A Time in Wonderland” had a 76% live-plus-seven-day reach, but only a 4.9% promo conversion -- the lowest score TRA has recorded over the past four seasons.

“Wonderland” also tallied the largest gross rating points over seven days: 863.2 GRPs. Second to this show in the category was NBC’s “The Blacklist” at 714.8 GRPs; ABC’s “Agents of S.H.I.E.L.D.” with 549.7 GRPs; CBS’ “Hostages” at 542.6 GRPs; and  ABC’s “Super Fun Night” at 520.1 GRPs.

On the flip side, Fox’s “Brooklyn Nine-Nine” tallied a modest 48% reach, with the show scoring the fourth-best result of any new show for converting promo watchers to premiere viewers at a 20.3%.

Other high promo performances include: CBS’ “The Millers," 18.2%; CBS’ “Mom,” 17.7%; NBC’s “The Michael J. Fox Show,” 16.1%; CBS’s “We Are Men,” 15.2%; NBC’s “The Blacklist,” 14.8%; and ABC’s “Trophy Wife” at 14.1%



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