Sorenson Spark Delivers Insights. Case Study Understanding promo effectiveness and attribution

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Todd Hancock
6 years ago
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1 Sorenson Spark Delivers Insights Case Study Understanding promo effectiveness and attribution

Are these promos working? KAAA, a leading broadcaster in a midsize market, wanted to understand how promos impacted the viewership of a big sweeps story about runaway children.

2 Are these promos working? KAAA, a leading broadcaster in a midsize market, wanted to understand how promos impacted the viewership of a big sweeps story about runaway children. KAAA planned for this story to be an integral part of their sweeps strategy, and started airing promos for the story three days in advance. Three different promo creatives were used: the standard 30 second spot, a 15 second spot, and a bumper 4-8 second spot. The Promos Director had no idea whether the promos were effective in drawing an audience, nor did she know what type of viewership she was drawing. Were the promos reaching swing viewers? Were the viewers that watched the segment purely loyal viewers? What was the most effective amount of promo views to encourage a segment view?

3 Question How effective were the promos in attracting viewers? How many swing/new viewers brought to the broadcast? Solution With Sorenson Media s new Spark Promo Analytics solution, developed to aid the measurement and optimization of promotions, KAAA s promos director sought to analyze the efficacy of the promos for the runaways story. Spark Promo Analytics brings a much deeper level of insight into promo performance than ever before seen. Actual promo views and conversions are measured on a large number of smart TVs with down-to-the-second accuracy without any mathematical extrapolation or modeling, giving a much more accurate view of promo performance. This promo view data is combined with viewing data, allowing for the delivery of show affinity information to better understand viewing habits and preferences. KAAA analyzed this promo conversion, attribution, and show affinity data using Spark Promo Analytics, identifying which promos were most effective in drawing viewership, the shows in which they were shown, the overall reach/frequency, and whether the promo conversions occurred with loyal KAA viewers, swing viewers, or completely new viewers.

4 Insights Delivered Did people who saw the promo then tune into the segment? The promotion did convert at a high level, with just over 12% of viewers who saw the promo that went on to view the segment. Further, the segment was watched by 77.4% of all devices that watched a promo. Watched Target Segment Watched a Promo NO 87.82% YES 12.18% NO 22.59% YES 77.41%

5 Conversion by Day Part and Show Day Part Show Overnight Early Morning News Last Call Early Today Meredith Vieira Local Morning Show 19.21% 16.88% 19.20% 16.36% 12.79% 12.79% Which show that aired the promo spot led to the highest tune in? KAAA also saw that its own programming had the highest conversion rate of any show, with a conversion rate of 24.1% for its 10pm news and 19.87% for its 5pm news. Early Morning Day Time Local Morning Show Today Show Local News at Noon Rachael Ray 14.38% 11.39% 12.11% 18.22% 13.93% The late fringe, which included the 10p news, also saw both the highest conversion and the most devices attracted to the promo. Local Lifestyle Show 13.59% Early Fringe Early News Access Today Show III Today Show II Today Show Meredith Vieira FABlife Local News at 5p Dr. Phil LOCAL PRIMETIME Local News at 6p 13.08% 12.70% 15.36% 12.66% 12.87% 12.58% 11.55% 16.09% 10.26% 12.94% 19.87% 19.50% 18.79% Actions Based on this data, KAAA knows that the promos that air during its own news programming is premium and should be prioritized over advertising. To help lower converting content with high shares, KAAA will create promos that speak specifically to the audience of the programming in which they will air. Prime Time The Voice 19.79% HEROES REBORN 19.10% THE MYSTERIES OF LAURA 18.26% BEST TIME EVER 14.23% 15.33% Late Fringe Local News at 10p 24.10% Tonight Show With Jimmy Fallon 18.72% 21.19% Grand Total 12.18% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% 22% 24% Conversion %

6 What was the optimal frequency of exposure to tune in? The optimal frequency of exposure to tune in was 7.34 promo views, with an overall average of 4.51 promo views. Actions KAAA ran a large number of promos during this campaign, with some households being exposed to over 30 promo airings. With 80% of conversions occuring after 10 exposures, KAAA will scale back the number of promos it will run to avoid overexposure. Watched Target Segment NO YES 4.12% 7.34% TOTAL 4.51% 14% 12% 10% Views (bin) 94.28% 95.14% 95.71% 96.28% 97.14% 97.85% 98.43% 98.86% 99.14% 99.43% 99.71% 80% of conversion is achieved at 10 viewings 91.42% 91.85% 92.99% 93.85% 94.42% 95.28% 95.85% 96.85% 97.57% 98.14% 98.71% 99.00% 99.28% 99.57% 88.13% 91.56% 92.42% 89.70% 83.26% 85.69% 73.53% 77.97% 80.83% 100% 90% 80% 70% % of Views 8% 6% 61.09% 54.51% 44.06% 36.62% 66.95% 60% 50% 40% % of % of Views Cumulative 4% 25.89% 30% 20% 2% 14.02% 10% 0% %

7 What was the duration of the promo spot that garnered the most tune in? The promo spots that were less than 10 seconds converted the highest, at 18.25%, though there were many fewer <10 second promos than 15 or 30 second promos. 15 second promos converted at 15.11%, slightly higher than 30 second promos. Actions While the <10 second spot converted the best, the 15 second spot converted the highest number of devices. KAAA will air more 15 second spots than 30 second spots, freeing up more airtime to be sold as advertising. Duration < % % Grand Total 12.18% 18.25% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Conversion %

8 How many promo viewers that viewed the segment were loyal viewers (watched 50% or more of 10p news on KAAA)? How many were swing viewers? 32% of promo viewers had been attracted by a promo and were not loyal viewers. 40% of segment viewers were loyal viewers that had also seen a promo. Watched less than 60 seconds - 4% Total Watched Target Segment - 100% Watched >= 60 Seconds - 96% Actions Didn't watch a promo - 22% Watched a Promo (exposure) - 74%) For this sweeps campaign, KAAA was able to reach a large number of winnable "swing" viewers. As a result, KAAA will not make many adjustments of its promo air schedule. "Loyal" Local News Viewer - >= 50% of 10pm viewing time is with Station - 10% Promo attracted Viewer - 35% 74% "Loyal" Local News Viewer - >= 50% of 10pm viewing time is with Station - 40% Categorization Subtotals > "Chance" Target Segment Viewer - Not Loyal, didn't view a promo - 12% "Chance" Target Segment Viewer - Devices that viewed less than 10 seconds of promo - 2% Total "Loyal" 50% Total "Chance" Total "Promo Attracted" 14% 32% Promo Attribution - Which promo is attributed to the conversion - 32%

9 Contact us at or sorensonmedia.com.

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