The Science of Sharing: TV Promos and the Millennial Shift

July 12, 2016

Executive Summary

There's a great variety of programming available on network TV. Some say the content has never been better! But the numbers don't reflect this rosy outlook; live TV viewership is down 30% since the 2008 season. TV promos just aren't driving viewers to watch ad dollar supported TV, especially among Millennials.

The emotion and passion conveyed in network TV shows are not making their way to the promos created to drive tune-in; they are falling flat. Unruly's Science of Sharing: TV Promos and the Millennial Shift study analyzed 14,221 TV promos (we're including clips, original tune-in promos and trailers in our definition of TV promos) from the Big 5 networks (ABC, CBS, Fox, NBC and The CW) to uncover what makes Millennials take notice of network TV promos and how to target them online to generate intent-to-view.

Among the findings: 80 percent of Millennials will watch a program if a promo has been shared with them. In fact, TV promo shares more closely correlate to Nielsen ratings than promo views.

Click the link to the right (or at the bottom of the screen on mobile) to download the full PDF.

Source

"The Science of Sharing: TV Promos and the Millennial Shift." Unruly, 2016.

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