Promotional power still apparent in TiVo tracking | Ratings/Measurement | News | Rapid TV News
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TiVo has released more tune-in conversion analysis of brand-new shows that were part of Fall Premiere season across broadcast networks and has reinforced earlier findings showing the most popular programmes by standard ratings don’t necessarily deliver the highest ad effectiveness.
tivo q4 trends 9 March 2017
The PVR pioneer and data company analysed promotional campaigns to gauge how much time and investment was put into each campaign per show. It ranked the top and bottom five shows that drove the highest tune-in conversion, creating a percentage for each show based on effectiveness of the promotions, using tune-in as the conversion metric. TiVo continuously integrated Kantar ad logs to its tune-in conversion reports in order to weigh GRPs appropriately.

The current report for 30 November looked at Episodes 3 and 4 of series and showed that the leading five broadcast premiere shows continue to be dominated by CBS and NBC. Specifically, NBC's Manifest moved up to take the top slot for both episodes 3 and 4, driven by strong Live +7 ratings. CBS continues to capture 3 of the top 5 tune-in conversion slots post exposure to promotion campaigns.

CBS's Magnum PI dropped out of the top 5 position but was found to be still performing above-average for tune-in. Three of the bottom five broadcast premiere shows stayed in the bottom position for tune-in to their third and fourth programme airings.

CBS's Happy Together, NBC's I Feel Bad and Fox's REL remained in the bottom five conversion slots, with Fox's REL dropping down to the lowest conversion slot as a result of continued decrease in tune-in conversion. Fox's Last Man Standing and CBS's The Neighborhood both moved out of the bottom conversion slots and were performing at-or above-average conversion.

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