Optimizing ratings growth through customized promo strategy

An award-winning drama series was set to simulcast its second season on two different networks. The challenge was to drive increased tune-in by tailoring promos that resonated with the distinct emotional preferences of each network’s audience.

Magid’s EmotionalDNA® analysis identified the emotional attributes most valued by viewers of each network. Network #1’s audience leaned towards Funny and Imaginative content, while Network #2’s viewers preferred Dramatic and Exciting themes. Using these insights, the promotional strategies were customized for each network, highlighting the aspects of the show that would most appeal to their respective audiences.

The result was a remarkable 80% ratings growth in Season 2 compared to Season 1, with 1.2 million new viewers tuning in. By customizing the promotional approach to align with each network’s brand, the show not only gained a larger audience but also reinforced its connection with viewers on an emotional level.