Advanced TV leader TiVo has unveiled audience measurement results from a study on promotion effectiveness of 2014 fall season series premieres.
TiVo Research evaluated 23 new fall broadcast series that premiered from September 7 – October 30 and utilized viewership data from the TiVo Advisors Panel, an opt-in panel of over 30,000 TiVo subscribers.
Results indicate that a promotional campaign with broad reach does not guarantee a program’s success with viewers. Promo Conversion — defined by TiVo Research as a viewer who was exposed to at least three on-air promo spots for a given program then tuning in for the series premiere — is an accurate and early predictor of which new programs will continue to attract viewers.
“The Promo Conversion report from TiVo Research offers predictive insight into the value of an effective promotional campaign,” explains TiVo Chief Research Officer Jonathan Steuer. “Pushing a new show hard through a high promo count does not guarantee success. Viewers respond to the quality of programming and promotion, not just quantity. TiVo Research’s Promo Conversion data provides a valuable tool for networks to get an early read on not just the effectiveness of their promotional campaigns but also on the likely success or failure of their new series.”