Thursday, November 21, 2013

Does high TV viewership automatically mean a favorite show?

Have you ever began watching a new TV show, start to really enjoy it only to have it cancelled due to low ratings? Well, it’s safe to assume that has happened at least once in your lifetime. If it hasn't, consider yourself lucky. A new “sentiment” survey conducted by the media buying and selling software Strata attempted to find a correlation between TV viewership and emotionally positive ratings. Results showed that high viewership does not always mean a high positive response from viewers.

MediaPost reports that the CBS show “The Millers” had about 13.3 million Nielsen viewers for the premiere episode. However, the Strata poll showed that only 3% of those surveyed listed “The Millers” as a favorite new show. In contrast, the NBC program “The Blacklist” had similar viewership with 12.6 million, but it pulled a 15% mark for favorite new TV show.

The study also reveals that some shows have lower viewership numbers but a high positive score. “The Michael J. Fox Show” was like this with an 11% positive score and 7.5 million viewers.

Overall, the “sentiment” survey had CBS and NBC tied for best new programming with ABC in third, FOX in fourth, and AMC in fifth.

What can advertisers glean from this? A favorite show of a viewer, whether a high ratings program or not, can help cultivate a positive relationship with your brand. If the show has a long run, place your ads in it. If the show is cancelled, and you have the budget, why not hire the actors to reprise their roles in your commercials? If it makes sense for your brand and your audience, it can be a strong media relationship.

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