With so many entertainment options competing for consumer attention, it’s little wonder that new TV shows may go unnoticed. New shows on smaller networks such as SOAPnet often face the challenge of increasing their audience with limited marketing budgets. As competition grows, executives will think more creatively about how to vie for audience share.
Here’s how consumers say they hear about new TV shows:
- On-air promotion 60%
- Word-of-mouth 57%
- Channel surfing 27%
- Electronic guide 11%
- Review by critics 10%
- Entertainment news shows 6%
- Entertainment/TV Web sites 6%
- Newspaper TV listings 6%
To address the need to reach a bigger audience, SOAPnet executives recently studied their audience and determined the primarily female viewership also possessed a strong country music-loving component. They then arranged for stars of various soap operates to appear at ‘high-profile country acts and events’ to ‘meet-and-greet’. This strategy is just one example of the way TV show marketers can expand beyond their traditional channels.
As entertainment options continue to proliferate, look for savvy marketers to shift outreach to new venues to grab consumer attention.[Source: TV Marketers, Entertainment Marketing Letter, EPM Communications, July 2009]