Goal
An annual television event with a niche audience was moving to a new network home. The new broadcast network wanted to drive viewership to the program but had a very conservative budget.Target
HHs that had watched the show in prior years. HHs that watched similar programs. HHs that fit a demographic profile of viewers interested in the eventSolution
- TV360: High efficiency spots on networks that set-top box data showed would reach the target audience
- Local News Billboards: :10 video billboards on NY1 & News 12
- Guide Inventory: On-screen ads as viewers pull up program grid
Results
% Households Tuned to the Program
SEGMENT HOUSEHOLDS
HHs Exposed to All (3) Executions
Unexposed Households
116%
ALL HOUSEHOLDS
HHs Exposed to All (3) Executions
Unexposed Households
225%
- Households exposed only to TV360 saw 35% lift
- Households exposed only to News Billboards saw 51% lift
- Households exposed only to Main Menu Banners saw 62% lift
- Campaign had 71% reach within target
- Per Nielsen, campaign delivered HH ratings 69% above prior year, and the set-top box comparison was 83% over prior year.2
- Households exposed to all three executions (TV360, News Billboards, & Main Menu Banner) tuned in to the program more than double (225%) that of unexposed households, and triple-exposed households in the target tuned in at a higher rate (6.59% vs 4.23%) than triple-exposed households that were not in the segment.
Sources
Source: NY DMA. Based on Altice set-top box data (Total Audience Data). Conversion analysis based on ad exposure and tune-in (Live+3) within Altice set-top box households; 2. The Nielsen Company (US), LLC; NY DMA, Live +SD & Altice set-top box data (Total Audience Data)