Drive Daily Viewership for Programming Block
The Challenge
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.
The Simulmedia Solution
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Custom Target
Run two continuity campaigns, with a one-week gap in between, targeting W18-49 with children to increase daily viewership.
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Prediction
Analyze past viewing data of the client’s target audience and predict the audience’s future viewing behavior to optimize the campaign’s reach.
The Results
30%
Average daily W18-49 viewership increased by 30% during Simulmedia campaigns.
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600k
Simulmedia converted over 600k W18-49 viewers to the program block.
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$2.32
Simulmedia had an average cost per converted viewer of $2.32 for both campaigns.
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60%
During the continuity campaigns, an average of 60% of daily viewers were new to the programming block.
Future Optimization
Simulmedia also analyzed the performance of the campaign’s creative and flighting to further optimize future campaigns.
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The multi-show creative converted 44% more W18-49 than the single show creative.
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Over half of the top performing spots occurred during the Daytime daypart.