Do TV Promo Commercials Actually Work?

TiVo Research and Analytics, Inc. (TRA) wanted to see if commercials promoting new TV shows actually result in people watching the show. The findings are surprising: A large-reach promotional campaign before a show’s premiere does not guarantee success with viewers. How do we know? First, TRA ranked the 2012 Fall TV shows based on the audience reach of their promotional campaigns six weeks before they started. A month after the show started, each show was given a Promo Conversion score,... more