CASE STUDY: NETWORK CROSS-MEDIA CAMPAIGN FOR RETURNING SERIES

Objective:
Determine the impact of both TV + Digital Promos in driving higher tune-in rates to a returning series on a major cable net

  • Target: Rather than a custom viewer target, campaign was aimed at a demographic target
  • Digital Campaign: 4 weeks prior to program air date
  • TV Campaign: 2 weeks prior to program air date

Empty Calories
It's time to move beyond demo targeting
Source: TiVo Research, Turn and DLX custom study.

Targeting Matters!

Digital + TV campaigns successfully converted higher numbers of targeted hhs vs total hhs    
Conversion Rate: HHs exposed to at least one ad (digital, TV, both) that viewed program divided by total HHs exposed to at least one ad (digital, TV, both).
Source: TiVo Research custom study.

Among Households Exposed to Ads, Ratings were Significantly Higher for Targeted Households vs 
Total Households
Source: TiVo Research custom study.