• by Wayne Friedman , September 2, 2008

NBC's Beijing Olympics have given the network's new shows about 50% of their needed media awareness among potential TV customers, with the rest ready to go post-Labor Day. "We are about at halfway to our goal [for our new shows]," said John Miller, chief marketing officer for NBC Universal Television Group, "and, we haven't even started our paid media yet." Paid media includes outdoor, print and radio.

NBC's new fall shows looking for high awareness levels include "Kath & Kim," "My Own Worst Enemy," "Crusoe" and "Knight Rider"--although the last gained a healthy amount of exposure last season when the network ran a special "Knight Rider" movie event.

In some cases, NBC's new shows are ahead of schedule. For example, when actor Christian Slater's name is added to promotion materials for his show, "My Own Worst Enemy," awareness levels are even higher for the series, notes Miller.

Because of the strike last season, networks have a lot of ground to make up--especially with second-year shows that did not get a big promotional push. That's why NBC has devoted an unusual amount of its on-air promotional time--65%--to returning shows, and 35% to new shows.

For existing shows, including second- and third-year shows, it's a different equation. Seventy-five percent of viewers are already aware of shows like "Chuck" and "Lipstick Jungle." NBC wants to bring its new shows up to these levels going into their respective premieres.

After "awareness" research, NBC then studies "intent among awareness," which calculates the level at which TV consumers might want to watch the new shows. NBC likes to see a 40% number here. Finally, it monitors "total intent"--which equates, more or less, how many viewers firmly intend to screen the first episode. Miller says NBC wants to gain at least a 16% number here.

Although many critics have said that the Olympics don't offer much success for new programs--especially when it comes to on-air promotion--Miller says "our awareness levels wouldn't be where they are without the Olympics." He adds: "It's still a great platform. You rather have it than not."

"Awareness" and "intent to view" are the short-term goals, he says. After initial marketing in getting awareness, a show has to perform. He notes that TV history is littered with many new shows failing to sustain themselves after a promotional push from big TV events, such as the Super Bowl, World Series and other highly rated events.