SAN JOSE, CA -- (Marketwire) -- 12/13/12 -- TiVo Research and Analytics, Inc. (TRA), a wholly-owned subsidiary of TiVo Inc. (NASDAQ: TIVO), today announced audience measurement results identifying how effectively on-air broadcast television promos running during the six weeks prior to the 2012 Fall season series premieres drove viewers to watch. According to TRA, the promotional campaign for CBS' modern-day telling of Sherlock Holmes, Elementary, fared best with a Promo Conversion score of 26.2%.
TRA evaluated the 19 new fall broadcast series that premiered between September 10 and October 11 and utilized Power||Watch™ ratings service data, gathered from an opt-in panel of 45,000 TiVo subscribers, to find that a broad promotional reach campaign does not guarantee a program's success with viewers.
However, Promo Conversion, which TiVo defines as a viewer watching three on-air promo spots and then tuning in for the series premiere, was quite predictive in telling which new programs would attract viewers to tune in Elementary, for example, ranked only 10th overall with a 71% reach while its Promo Conversion score took first place. CBS has already given the show a full season order. In fact, the top three programs in the Promo Conversion list have all been given full season orders.
Tara Maitra, Senior Vice President and GM of Content and Media Sales, TiVo, said, "The fact that Elementary's Promo Conversion score placed it first overall will certainly open the eyes of some networks and advertisers that will be surprised to see a show with so low an advertising reach can bring in so many fans. This type of insight is a testament to TRA's unique ability to help networks and marketers determine what's really resonating with viewers. No other data exists that offers such granular insights into the efficacy of television promos -- and the insights offered by TRA can be used well beyond the promotional stage of a television series to effectively plan and target viewers for upcoming seasons."
The CW series Arrow also proved an example of a successful targeted promotional effort. The fifth ranked network's campaign for their new vigilante series cobbled together a 27% reach, ranking it last out of all the new broadcast series. Yet, the Promo Conversion score for Arrow came in third overall with at 18.9%. Arrow has also been given a full season commitment.
On the other end of the spectrum is the NBC series Animal Practice. NBC's extensive promotional campaign delivered a reach of 67% but the Promo Conversion score was a 13.4%. Animal Practice was cancelled on October 18. CBS' Made in Jersey has the distinction of being the first casualty of the new season though, receiving its cancellation notice on October 10 after a promotional campaign that reached 51% and a Promo Conversion score of only 10.5%.
Promo Reach Rankings
---------------------------------------------------------------------------- Frequency: Reach: Live Live + 7 GRP: Live +Rank Network New Fall Series + 7 Days Days 7 Days---------------------------------------------------------------------------- 1 NBC REVOLUTION 86% 9.5 815.4---------------------------------------------------------------------------- 2 ABC NASHVILLE 86% 14.9 1277.9---------------------------------------------------------------------------- 3 NBC GO ON 85% 8.1 688.0---------------------------------------------------------------------------- 4 ABC LAST RESORT 84% 11.7 982.5---------------------------------------------------------------------------- 5 NBC CHICAGO FIRE 82% 8.8 726.6---------------------------------------------------------------------------- 6 NBC THE NEW NORMAL 80% 6.8 543.5---------------------------------------------------------------------------- 7 CBS VEGAS 74% 6.0 441.6---------------------------------------------------------------------------- 8 ABC 666 PARK AVENUE 74% 7.9 583.0---------------------------------------------------------------------------- 9 ABC THE NEIGHBORS 73% 6.2 450.8---------------------------------------------------------------------------- 10 CBS ELEMENTARY 71% 5.1 365.6---------------------------------------------------------------------------- 11 FOX THE MOB DOCTOR 70% 5.3 373.0---------------------------------------------------------------------------- 12 NBC ANIMAL PRACTICE 67% 3.5 238.1---------------------------------------------------------------------------- 13 CBS PARTNERS 65% 5.1 332.4---------------------------------------------------------------------------- 14 FOX BEN AND KATE 62% 3.5 213.4---------------------------------------------------------------------------- 15 FOX THE MINDY PROJECT 58% 3.0 172.7---------------------------------------------------------------------------- 16 CBS MADE IN JERSEY 51% 2.9 147.8---------------------------------------------------------------------------- 17 NBC GUYS WITH KIDS 47% 2.5 115.1---------------------------------------------------------------------------- BEAUTY AND THE 18 CW BEAST 32% 2.7 85.6---------------------------------------------------------------------------- 19 CW ARROW 27% 2.2 59.2----------------------------------------------------------------------------
