TiVo reveals the power of promotional advertising | Ratings/Measurement | News | Rapid TV News
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Tune-in conversion analysis from targeted US audience delivery collected by TiVo has revealed that even by absolute terms the most popular programmes by standard ratings don’t necessarily deliver the highest ad effectiveness.
tivo q4 trends 9 March 2017
In its analysis TiVo analysed brand-new shows that were part of Fall Premiere seasons across US broadcast networks. Their associated promotional campaigns were also analysed to gauge how much time and investment were put into each campaign per show. TiVo ranked the top and bottom five shows that drove the highest tune-in conversion. It created a percentage for each show based on effectiveness of the promotions, using tune-in as the conversion metric.

The analysis showed that even though the programme Although God Friended Me wasn’t the top-rated new show that premiered for the Fall Premieres, it was found to have had the highest tune-in conversion rate in episode one. This said TiVo proved the effectiveness of its robust promotional campaign.

For the second episode, God Friended Me fell out of the top five, while Magnum P.I. took the top spot. Analysing this trend TiVo looked at the off- channel promotions for Magnum and found that it had been promoted on channels where old reruns of the legacy series showed reruns. This it said proved that Magnum P.I. fans were interested in checking out the new reboot.

The bottom line said TiVo was that the power of promotions was evident in these numbers and that the tune-in conversions can give content providers a snapshot of what’s possible when they invest in their campaigns, and where they might invest more to drive viewership.