TiVo: Lotsa promos doesn’t equal lotsa viewers
December 14, 2012
CBS’s “Elementary” and CW’s “Arrow” have proven that new shows don’t need a huge number of on-air promotions to attract viewers, while programs such as ABC’s “Nashville” and “Last Resort” suggest that a glut of on-air promotions doesn’t always lead to strong viewership.
That’s according analysis by TiVo Research and Analytics, which looked at the 19 broadcast shows that premiered between Sept. 10 and Oct. 11, using an opt-in panel of 45,000 TiVo subscribers.
The analysis shows that “Elementary” had the highest promo conversion rate of all the new shows, 26.2 percent, but ranked No. 10 overall in terms of promo reach at 71 percent.
The CW’s “Arrow” was last among the 19 new shows in promo reach at just 27 percent, yet it ranked No. 3 with an 18.9 percent conversion rate.
On the other side, “Nashville” promos tied for the highest reach at 86 percent of viewers, yet the show was second-to-last in conversion rate at just 8.5 percent. Another ABC drama, “Last Resort,” was No. 4 with an 84 percent promo reach, but No. 12 in conversion at 10.8 percent.
NBC’s “Revolution” was one of the only new shows this fall to turn a large number of promos into a good amount of viewers. The drama tied for first with an 86 percent reach, and it was No. 2 behind “Elementary” with a 21.8 percent conversion rate.
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