Simulmedia Converts New Viewers to Returning Program’s Premiere
The Challenge
Increase Ratings For Second Season Premiere of Cable Network’s Drama Series
A large cable network needed to promote the season premiere of a returning drama series. The network wanted to target viewers of two similar shows who may never have watched the returning series in order to increase ratings for the second season.
The Solution
Create Lookalike Audience to Target With Two-Day Campaign
Simulmedia built a target audience of M18-49 who had watched at least one episode of either of two similar programs. Then Simulmedia used past viewing data about this target to predict the audience’s future viewing behavior.
Custom Target
Run a two-day campaign, targeting M18-49 who have watched at least one episode of either of the two ‘look-a-like’ programs.
Prediction
Analyze past viewing data of the client’s target audience and predict the audience’s future viewing behavior to optimize the campaign’s performance.
The Results
Simulmedia Outperformed the Rest of the Cable Network’s TV Media
Simulmedia generated 83% more conversions than the other TV networks in the client’s plan, driving 80K custom target viewers to the returning series’ season premiere.
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Simulmedia converted over 135k M18-49 viewers to the season premiere.
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Simulmedia converted over 80k custom target viewers to the season premiere.
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Simulmedia had a cost per converted viewer of $0.74 for M18-49 and $1.24 for the custom target.
Additional Insights
Measure Top-Converting Spots to Optimize Future Campaigns
Simulmedia measured the campaign’s performance down to the spot level to further optimize future campaigns. Top-converting spots included promos that ran during:
- Oddities on Science Channel: 32% conversion rate
- Beyond Belief: Fact or Fiction on Chiller: 28% conversion rate
- Bar Rescue on Spike: 19% conversion rate