Posted on October 20th, 2009 by Yuliya Torosjan
By now it would probably be impossible to find a conscious adult in the country that has not heard the story of the Balloon Boy. As an article in Columbia Journalism Review rightfully points out, the balloon boy story fascinates with “its irresistible mix of human drama and utter strangeness.”
The obvious effect of this fascination [...]
Posted on October 14th, 2009 by Stewart Hauser
Television viewing preferences are not seasonal. Viewers who have an affinity for cooking shows or comedies or reality shows in the spring will still enjoy programs in those genres when the leaves change colors. Individual viewers will move in and out of particular segments, but the utility of genre segments in efforts to improve promotional [...]
Posted on October 6th, 2009 by Yuliya Torosjan
Exposure to promotion makes highly attentive rovers tune in to a program at higher rates
Targeting low loyalty high attentiveness viewers is an ideal way to drive ratings for established programs. We define low loyalty viewers as ones that watch only one episode of a program in a season. As we previously determined, most shows have [...]
Posted on September 29th, 2009 by Stewart Hauser
Marketers can reach larger portions of their most coveted audiences by using spot swapping to overcome the promotion saturation problem. Targeted segments have the highest response rates to promotions, so increasing reach into these segments is the most efficient way to increase program ratings.
A previous blog post demonstrated that spot saturation frequently exists at the [...]
