Driving Episode Viewership
A network sought to promote its TV content, with the primary goal being to drive viewership of the first six episodes of a specific program. The network’s secondary goal was to raise awareness of the program among similar viewing audiences. Additionally, it wanted to run sustaining media to drive time-shifted viewership and keep the program top-of-mind.
Effectv created a multi-platform campaign that included Linear Full Footprint, Linear Addressable, Linear Local Run of Schedule, VOD Full Footprint, and VOD Addressable. This approach increased the reach and found potential viewers wherever they were watching content.
The campaign was effective in driving program viewership across all measurable platforms. It resulted in a 15.5% lift in conversion rates in exposed households, as compared to unexposed ones. It also generated over 50,000 incremental tuned households; this is the number of campaign-exposed households that were driven to watch the show by the ad, measured by comparing viewing behaviors of exposed households to the natural viewing behaviors of unexposed households.
Using a custom addressable segment was particularly effective, driving the best conversion rate lifts over their respective unexposed groups. The first key learning resulted in conversion rates and lifts grew week-over-week, showing success in increasing and retaining viewership over time. We attribute this to the continuation of the campaign to support later episodes; maintaining support can help keep the show top-of-mind and prevent a drop-off in viewership among exposed households.
House holds exposed to the campaign on multiple platforms converted at a higher rate, as well as having a higher overall average minutes viewed. Since the majority of house holds were exposed on VOD one of the ways we could increase the platform overlap is by expanding the network selections and flight dates for Linear FF/Linear Local. As seen in the second table the “Exposed Both” performance likely means that increasing the number of households exposed on multiple platforms will continue to drive success.