India houses the world’s second largest TV population of 800 million active TV viewers across 200 million households. Moreover, due to pandemic, the TV reach has gone up by 27% compared to pre-covid times. The COVID crisis had just about stopped almost all film and TV content production. For broadcasters, this left no other choice but to regurgitate old content and keep audiences entertained. However, with lockdown now easing up in many parts of the country, production is picking back pace.
Now it’s time to launch new episodes and shows, so how can broadcasters ensure their loyalists tune back, along with new audiences?
Enter digital consumption which has also drastically increased during lockdown (over half a billion consumers within a few weeks). More importantly, 70% of mobile content is consumed while the TV is switched on!
Today’s multi-screen approach has made it possible for broadcasters to interact with TV audiences on mobile and other digital devices. This opens up ingenious ways of acquiring new viewers, building loyalty and improving content through instant feedback:
For acquisition of new viewers, broadcasters can execute various levels of targeting:
- Target your promo viewers: build more interest and make sure promo viewers end up watching the show.
- Capture competitor's SOV by targeting light/medium viewers of their shows: get them to switch channels and watch your shows.
- Target your channel's loyalists: grow their appetite for your content.
- Target genre enthusiasts: find and target audiences who show high interest in the show's genre.
How do you maintain audience loyalty?
Research shows that 66% of average TV viewers watch a TV show after watching the promo online. To maintain loyalty for existing TV viewers, broadcasters can target channel viewers who have not watched their TV promos, directly on their phones. They can also increase the frequency of exposure for those who already watched the promos, by showing it to them a couple more times. This ensures that their content stays fresh in people’s minds, and increases the chances of them tuning in.
How do you re-acquire lapsers or drop-outs (those who stopped watching)
To re-acquire lapsers / drop-outs, identify those who watched a particular show or channel regularly and then dropped out or switched to another show all of a sudden. Target these individuals with promos of the shows from which they dropped out, to give them a taste of what they’ve been missing.
Download this broadcaster case study package for TV-to-Mobile campaigns and learn how Star India aced primetime TV battle and acquired 500,000+ new viewers for three new shows; or how Sony TV acquired 300,000+ new loyal TV viewers for a new dance reality show; and understand how Colors TV brought back show drop-outs and boosted viewership by 25%.
This is only the tip of the iceberg on how broadcasters can leverage an integrated strategy in recent times and drive effective results for their new launches.
If you’d like to explore more on this, click on the get in touch button (top right corner) and we’ll be happy to help!