Fueling TV ratings with new ad techniques
Rovi’s Jeff Siegel looks at some of the latest advertising techniques that broadcasters should be throwing into the mix to help boost programme viewing.
When looking to increase programme ratings, broadcasters have traditionally looked to old-school advertising options, as well as tried and tested gimmicks to boost viewership such as celebrity special guest appearances, cliffhanger episodes, and special news reports.
While a Hollywood star teaching the kids on Glee or a politician on the hot seat can no doubt give a much-needed boost to ratings, broadcasters would be wise to also consider new ad techniques, such as Guide Advertising, to drive tune in.
Advertising Green Field
The Interactive Programme Guide (IPG or TV listings Grid on set-top boxes or connected TVs) might not be the first thing that springs to mind for broadcasters looking to fuel ratings, but the numbers alone should, at the very least, pique their interest. According to return-path data from cable set-top boxes, 82% of households in the US use the IPG weekly and, on average, visit it 12 times a day for a total of 19 minutes.
Importantly, according to research by Rovi, advertisements within the IPG and connected TV app menus are being noticed by 81% of visitors and more than half of consumers noted that they are actually open to advertisements while searching for programs to watch. In fact, 72% of respondents are positive about this type of advertising indicating that they think of the ads viewed through their TV’s program guide as useful information or content rather than advertising.
Converting channel hoppers into regular viewers
Given that viewers are clearly searching for something to watch and noticing ads in the process, it stands to reason that programme guides can be a prime spot to promote a show. The programme guide represents perhaps the closest link between a viewer and the content on offer, and broadcasters are starting to make this connection and are exploring ways to use this space as a key promotional tool to drive ‘watch now’ live tune-ins.
A recent series of incremental audience-lift studies by Rovi looked at the effectiveness of three IPG advertising scenarios. The first scenario was an interactive banner running in primetime. The second scenario studied was an interactive banner leading to a video trailer. And the third was the impact of a combined sneak peek promotion with a “Watch Now!” direct channel tune-in advertisement.
The studies included a look at the audience lift achieved for premieres of an historic mini-series on cable, a new network crime drama and a suspense series. The studies also evaluated how IPG advertising impacted viewership for long-running network shows, including a reality series and hospital drama, as well as an annual TV special.
Not surprisingly, given consumers’ reliance on the IPG to search, discover, and navigate to programs, in any given hour between 20 – 30% of viewers are in the guide looking for something to watch. The research also found that while IPG advertising is an ideal way to reach uncommitted viewers scanning to watch something immediately, it is also an effective way to build anticipation for a show. Programme promotions that chose to advertise in the days leading up to an airing were far more effective in driving incremental lift.
Of the more than 30 programmes evaluated, on average the incremental lift of a banner ad was 50 – 100% when airing in primetime. When broadcasters added trailers days in advance of the programme debut the incremental audience lift was over 200%. Combine these sneak peeks with a Watch Now resulted in more than 300% audience lift for the live show.
DVR wasteland – fueling C3
Digital Video Recorders (DVRs) are now in almost half of all households and while recorded playback only represents a fraction of overall TV time, broadcasters can benefit greatly from promoting its usage.
Using the US broadcast industry as a key example, the establishment of C3 (an audience rating used in TV ad sales that’s based on the average commercial minutes for live broadcasts plus three days of playback on DVRs), provides shows the opportunity to boost ratings and viewership tallies, in some instances by staggering amounts.
One might assume that if a consumer has taken steps to record a show that they’d actually play it back, but statistics say otherwise. According to research by Nielsen, as much as 40% of all recorded content is never watched. Enter IPG advertising. An IPG campaign run after the programme airs that reminds viewers to playback their programming can drive usage and subsequently ratings points. Rovi’s study saw as much as 88% playback when advertising was placed to remind viewers to watch.
Entertainment Discovery Advertising – Beyond Programming
While a proven way to drive show viewership, the characteristics of IPG advertising lend themselves just as well to being a vehicle for promoting conventional products and services. Combining a receptive audience and an uncluttered ad vehicle has become an attractive mix for a range of brands from American Airlines to Red Bull, McDonalds and Honda. Each has benefited and driven brand awareness, consideration, and increased purchase intent by reaching consumers while they are searching on cable set-top boxes or connected TVs for something good to watch – perhaps even something featuring a celebrity guest appearance.
Jeff Siegel is senior vice president, worldwide advertising, Rovi Corporation.