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AMC’s launch of Better Call Saul broke more than ratings records. The network’s formatting of the premiere episode broke new ground as well. With a 30-minute first act and only two internal breaks—filled entirely with promos and no commercials—AMC gave its audience a special viewing experience.
CMO Intelligence took a look at the Monday, Feb. 9, encore airing followed by episode two of the new series.
The hour started with a Story Sync cue followed by an AMC Originals ID, then launched into Act 1.
The first break came a half hour later with a ten-second reminder to stick around for Episode 2. That line-up spot was followed by a 2:10 look-back promo for the first season of Halt & Catch Fire navigating viewers to AMC.com and on-demand, while teasing the new season, Halt & Catch Fire 2.0. Next up was a thoughtful one minute Mad Men: End of an Era promo with ESPN2’s Keith Olbermann reminiscing about his memories of the Mad Men era.
Act 2 ran nearly 15 minutes. After a quick repeat of the line-up spot, we were treated to a full version of the Better Call Saul music video.
That was followed by a 20-second commercial for the Oscar-nominated theatrical Boyhood, sister network IFC ‘s production, and a second Mad Men spot, this time with David Russell, director of another acclaimed period piece, American Hustle.
AMC jumped right back into the final act and finished with a squeeze credit for Episode 2 that began right… now!
So how did those promo breaks hold up? Did people stick around for the entire episode or depart when the promo break kicked in? We’ll be back soon with a second-by-second ratings report.
Lee Hunt’s CMO Intelligence is the first competitive promotion resource for network television executives. The service, launching next month, provides daily tracking and monthly analysis of television on-air marketing.
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