Strong Promo Leads to Strong Ratings


A cable entertainment network client needed to determine which of two creative executions would drive the strongest season premiere viewership for one of its most successful original programs.

Respondents were divided into demographically identical cells for exposure to one of two creative executions. After providing a diagnostic evaluation of the assigned promo, each respondent was exposed to both promos and asked which they preferred.

The research results confirmed one execution clearly outperformed the other on promo rating and intent to view. The family-friendliness of the winning promo was the big difference between the two. The top promo went on to support the show’s season 2 premiere, which garnered the strongest ratings for the series to date.

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