Promo Conversion – This Hype Is Real

Fall TV is well on its way into the season, as we’re on the verge of mid-season finales. It seems like forever ago when all the networks were building hype around their latest and greatest shows. Some shows have survived; others haven’t fared so well.

So how do you know if your show will continue on to the glory of a second season? TiVo® Research has found a nifty way to answer this question – meet Promo Conversion.

Promo Conversion is defined as the percentage of households who are exposed to at least three on-air promos for a given program and who also tune in for the series premiere of that same program. In layperson’s terms: You see at least three commercials for a new show. You think the new show is cool enough to sit through the season premiere. The coolness factor of converting commercials watched to premieres watched is Promo Conversion.

Here’s an example. Fox’s The Grinder ranked 14th overall in terms of campaign reach, sitting at a not-so-impressive 62 percent. However, its Promo Conversion score of 14.4 percent is fourth among new fall 2015 series. Lo and behold, The Grinder has already received a full season order from Fox.

Here’s the flip side. ABC’s Wicked City busted out at a whopping 77 percent campaign reach. Despite all this hype, Wicked City’s 3.6 percent Promo Conversion score likely contributed to that show’s distinct dishonor of being the first cancelled series of this season.

Still skeptical? Check out some more top new fall programs below and see for yourself!

Top New Fall Programs by Promo Conversion Score, 2010–2014
#1 Show from the Fall of Network Program Promo Conversion Current Status
2010 CBS $#*! My Dad Says 26% Cancelled after one season
2011 CBS 2 Broke Girls 28% Currently on the air
2012 CBS Elementary 26% Currently on the air
2013 ABC Marvel Agents of Shield 27% Currently on the air
2014 Fox Gotham 22% Currently on the air

 

Top New Fall Series by Promotional Campaign Reach, 2010-2014

#1 Show from the Fall of Network Program Reach Current Status
2010 NBC The Event 86% Cancelled after one season
2011 NBC Whitney 85% Cancelled after two seasons
2012 NBC Revolution 86% Cancelled after two seasons
2013 ABC Once Upon A Time in Wonderland 76% Cancelled after one season
2014 CBS Scorpion 81% Currently on the air

 

Promo Conversion Score Rankings, 2015 New Fall Series

Rank Network Product Promo Conversion
1 ABC THE MUPPETS 19.6%
2 CBS SUPERGIRL 18.9%
3 ABC QUANTICO 14.6%
4 Fox THE GRINDER 14.4%
5 Fox MINORITY REPORT 14.3%
6 NBC BLINDSPOT 13.3%
7 NBC HEROES REBORN 13.2%
8 CBS LIFE IN PIECES 13.1%
9 CBS LIMITLESS 12.9%
10 NBC THE PLAYER 11.3%
11 CBS CODE BLACK 10.4%
12 Fox GRANDFATHERED 10.4%
13 NBC BEST TIME EVER WITH NEIL PATRICK HARRIS 10.3%
14 Fox SCREAM QUEENS 9.6%
15 NBC TRUTH BE TOLD 8.6%
16 ABC DR. KEN 8.3%
17 Fox ROSEWOOD 8.2%
18 ABC BLOOD & OIL 6.1%
19 CW CRAZY EX-GIRLFRIEND 4.4%
20 ABC WICKED CITY 3.6%

 

Promotional Campaign Reach Rankings, 2015 New Fall Series

Rank Network Product Commercial Reach: Live + 7 Days Commercial Frequency: Live + 7 Days
1 NBC BLINDSPOT 78% 10
2 ABC WICKED CITY 77% 14
3 CBS SUPERGIRL 75% 9
4 ABC BLOOD & OIL 73% 11
5 CBS LIMITLESS 72% 9
6 ABC QUANTICO 71% 8
7 ABC DR. KEN 71% 8
8 NBC HEROES REBORN 71% 6
9 CBS CODE BLACK 69% 7
10 ABC THE MUPPETS 69% 8
11 NBC THE PLAYER 68% 6
12 CBS LIFE IN PIECES 67% 7
13 NBC BEST TIME EVER WITH NEIL PATRICK HARRIS 66% 7
14 Fox THE GRINDER 62% 4
15 Fox GRANDFATHERED 61% 4
16 Fox SCREAM QUEENS 61% 5
17 Fox ROSEWOOD 54% 4
18 NBC TRUTH BE TOLD 53% 3
19 Fox MINORITY REPORT 52% 3
20 CW CRAZY EX-GIRLFRIEND 39% 3
Methodology

TiVo's viewing analysis is based on viewing data from the TiVo Power|Watch Panel, an opt-in panel of approximately 30,000 TiVo subscribers whose second-by-second viewing behavior is anonymously tracked on an ongoing basis. This viewing data is merged with TiVo’s monthly attitudinal surveys, allowing TiVo to gain unprecedented insights into behavioral habits and television viewing. Additional details about this analysis and other TiVo research are available from TiVo Research at info@tivoresearch.com. © 2015 TiVo Inc. All Rights Reserved. TiVo, the TiVo logo, the TiVo silhouette logo, and Media TRAnalytics are trademarks or registered trademarks of TiVo Inc. or its subsidiaries worldwide. All other company, product and brand names and trademarks are the property of their respective owners.

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