Promo Conversion – This Hype Is Real

 In Audience Research, Television, TiVo Audience Research, What to Watch

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 ofNetworkProgramPromo ConversionCurrent Status
2010CBS$#*! My Dad Says26%Cancelled after one season
2011CBS2 Broke Girls28%Currently on the air
2012CBSElementary26%Currently on the air
2013ABCMarvel Agents of Shield27%Currently on the air
2014FoxGotham22%Currently on the air

 

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

#1 Show from the Fall ofNetworkProgramReachCurrent Status
2010NBCThe Event86%Cancelled after one season
2011NBCWhitney85%Cancelled after two seasons
2012NBCRevolution86%Cancelled after two seasons
2013ABCOnce Upon A Time in Wonderland76%Cancelled after one season
2014CBSScorpion81%Currently on the air

 

Promo Conversion Score Rankings, 2015 New Fall Series

RankNetworkProductPromo Conversion
1ABCTHE MUPPETS19.6%
2CBSSUPERGIRL18.9%
3ABCQUANTICO14.6%
4FoxTHE GRINDER14.4%
5FoxMINORITY REPORT14.3%
6NBCBLINDSPOT13.3%
7NBCHEROES REBORN13.2%
8CBSLIFE IN PIECES13.1%
9CBSLIMITLESS12.9%
10NBCTHE PLAYER11.3%
11CBSCODE BLACK10.4%
12FoxGRANDFATHERED10.4%
13NBCBEST TIME EVER WITH NEIL PATRICK HARRIS10.3%
14FoxSCREAM QUEENS9.6%
15NBCTRUTH BE TOLD8.6%
16ABCDR. KEN8.3%
17FoxROSEWOOD8.2%
18ABCBLOOD & OIL6.1%
19CWCRAZY EX-GIRLFRIEND4.4%
20ABCWICKED CITY3.6%

 

Promotional Campaign Reach Rankings, 2015 New Fall Series

RankNetworkProductCommercial Reach: Live + 7 DaysCommercial Frequency: Live + 7 Days
1NBCBLINDSPOT78%10
2ABCWICKED CITY77%14
3CBSSUPERGIRL75%9
4ABCBLOOD & OIL73%11
5CBSLIMITLESS72%9
6ABCQUANTICO71%8
7ABCDR. KEN71%8
8NBCHEROES REBORN71%6
9CBSCODE BLACK69%7
10ABCTHE MUPPETS69%8
11NBCTHE PLAYER68%6
12CBSLIFE IN PIECES67%7
13NBCBEST TIME EVER WITH NEIL PATRICK HARRIS66%7
14FoxTHE GRINDER62%4
15FoxGRANDFATHERED61%4
16FoxSCREAM QUEENS61%5
17FoxROSEWOOD54%4
18NBCTRUTH BE TOLD53%3
19FoxMINORITY REPORT52%3
20CWCRAZY EX-GIRLFRIEND39%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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