A cable network wanted to drive viewers to a daily block of programs on late at night. While it was currently doing some tune-in promotion already, it wanted to see if audience-targeting would further improve the block’s viewership.
Run two continuity campaigns, with a one-week gap in between, targeting W18-49 with children to increase daily viewership.
Analyze past viewing data of the client’s target audience and predict the audience’s future viewing behavior to optimize the campaign’s reach.
Average daily W18-49 viewership increased by 30% during Simulmedia campaigns.
Simulmedia converted over 600k W18-49 viewers to the program block.
Simulmedia had an average cost per converted viewer of $2.32 for both campaigns.
During the continuity campaigns, an average of 60% of daily viewers were new to the programming block.
The multi-show creative converted 44% more W18-49 than the single show creative.
Over half of the top performing spots occurred during the Daytime daypart.