TV Media Companies to Increase Cross-Channel Program Promotion

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There’s little question that consumers enjoy watching a screen for entertainment purposes. The TV screen has long held the dominant position in attracting consumer attention and influencing their buying behavior. But TV faces more competition than even before. To counter the effects of this competition, Nielsen analysts recently suggested a few ways for media companies to increase the viewing audience for their marketers.

Viewers are accustomed to seeing promotions for new programs on their regular channels. Nielsen says media companies should continue this practice because at least 47% of the key 18–49 year-old market is reached in this way. In addition, media companies should be promoting their programming on both sister networks and paying for ads on other networks. Doing so will increase the audience by at least 4.4 reach points. TV media concerns should also know that they can also improve their reach by 7 points when off-channel promotion connects with lighter viewers.

The need for cross-channel promotion is particularly important when new shows come on the air. Currently, about 40% of the audience for the average new show is comprised of viewers who have seen ads on that specific channel. This means that 60% of the audience is attracted by promotions seen elsewhere.

The timing of program promotions is also important. For best results, TV media companies should target the audience several weeks before the premiere and again the day of the premiere. This strategy will bring in about half of the viewers.

As the fall season rolls around for the networks, media companies will be paying close attention to when they advertise their new shows and on which channels they run these promotions. After all, drawing the largest audience for their marketers ensures higher revenues for everyone.

[Source: Shimmel, Howard, Client Insights, Rose, Justin, Senior Manager – Media. Nielsen. 12 Jun. 2012. Web. 18 Jul 2012]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-owner of several small businesses in the health care services sector.