How networks market premiere week each year can make or break a new show. ABC’s superhero series saw that right out of the gate, with early ratings success for “Marvel’s Agents of S.H.I.E.L.D.,” which had the most effective tune-in campaign of any new fall series, according to TiVo.
A study by TiVo research and analytics says that “S.H.I.E.L.D.” was viewed by 27% of viewers who saw three or more of the show’s promos. The second most effective new show came in at 25.3% for CBS’ “The Crazy Ones,” followed by Fox’s “Sleepy Hollow” and “Brooklyn Nine-Nine.” It’s also important to note that while out-of-the-gate success doesn’t always equal series success, each of the top four on this list have received full-season orders (or second season renewals).
Beginning next month, TiVo plans on providing its promo conversion measurement as part of its analytics package, including tune-in data.
Read more at Broadcasting & Cable.
Brief Take: According to TiVo, ABC convinced people to tune in to the “S.H.I.E.L.D.” premiere via its strong launch campaign, and then took those premiere viewers and converted them into fans.
[Image courtesy of ABC]
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