When a major network needs a new position to drive viewership and CPMs

THE SITUATION:
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When you’re experiencing decreasing ratings year-over-year, retaining a less ad-friendly audience, and lacking an effective pipeline of content to generate new viewer tune-in, you have a major business challenge.

The pressure is only compounded by being unable to command higher CPMs as new entrants to the market appear to be cannibalizing your audience. A total rebrand focused on a new target demographic appears the only way forward.

MAGID APPROACH:
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Leverage the only emotional measurement tool that indexes all video content for precision decisions.  

We leveraged our proprietary tool EmotionalDNA® (eDNA) – to take stock of all programming the network was running at an emotional level. Then we used the tool to look at the network’s current competitors, its current rank, and determine if the emotional tonality of the network brand and its shows were in alignment. Next, we conducted a whitespace analysis to determine the programming secret sauce for a new brand positioning. By using eDNA, we created a map of how a revised development and program acquisition strategy could move the network from a ranking of 87 out of 104 measured networks and into the desired competitive set.

PROJECT DELIVERABLES:
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» EmotionalDNA mapping of network brand and programs
» EmotionalDNA cross-landscape diagnostic
» IntentionalityIndex
» EvaluationScore
» Programming plan: 2-year evolution strategy
» Audience similarity metrics
» Emotional similarity metrics

RESULTS:
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This two-year brand and programming strategy lead to higher year-over-year ratings and higher CPMs, attracting highly-desired advertisers. In addition, they were the only network in its competitive set able to shift their audience composition to younger viewers with higher incomes.

» INCREASED ratings YOY
» INCREASED viewer acquisition
» INCREASED retention
» HIGHER CPM rates
» HIGHER desired advertisers

By using EmotionalDNA as a content filter, the client moved its Evaluation Rank from #87 to #42 in three years, placing it in the company of higher quality nets like FX, Comedy Central, and ahead of USA, TNT and MTV. It has since established itself as a comedy brand attractive to the younger demographic.

Our client continues to advance their brand agenda by coordinating their strategies through their EmotionalDNA filter.