Sorenson
Spark
Delivers
Insights
Case Study – Understanding
promo effectiveness and
attribution
Are these
promos
working?
KAAA, a leading broadcaster in a midsize market,
wanted to understand how promos impacted the
viewership of a big sweeps story about runaway
children. KAAA planned for this story to be an
integral part of their sweeps strategy, and started
airing promos for the story three days in advance.
Three different promo creatives were used: the
standard 30 second spot, a 15 second spot, and a
bumper 4-8 second spot.
The Promos Director had no idea whether the
promos were effective in drawing an audience, nor
did she know what type of viewership she was
drawing. Were the promos reaching swing
viewers? Were the viewers that watched the
segment purely loyal viewers? What was the most
effective amount of promo views to encourage a
segment view?
Question
How effective were the promos in
attracting viewers? How many swing/new
viewers brought to the broadcast?
Solution
With Sorenson Media’s new Spark Promo Analytics
solution, developed to aid the measurement and
optimization of promotions, KAAA’s promos
director sought to analyze the efficacy of the
promos for the runaways story.
Spark Promo Analytics brings a much deeper level
of insight into promo performance than ever
before seen. Actual promo views and conversions
are measured on a large number of smart TVs
with down-to-the-second accuracy without any
mathematical extrapolation or modeling, giving a
much more accurate view of promo performance.
This promo view data is combined with viewing
data, allowing for the delivery of show affinity
information to better understand viewing habits
and preferences.
KAAA analyzed this promo conversion, attribution,
and show affinity data using Spark Promo
Analytics, identifying which promos were most
effective in drawing viewership, the shows in which
they were shown, the overall reach/frequency, and
whether the promo conversions occurred with
loyal KAA viewers, swing viewers, or completely
new viewers.
Insights
Delivered
Did people who saw the
promo then tune into the
segment?
The promotion did convert at a high level, with just
over 12% of viewers who saw the promo that went
on to view the segment. Further, the segment was
watched by 77.4% of all devices that watched a
promo.
Watched Target Segment
Watched a Promo
NO
87.82%
NO
22.59%
YES
12.18%
YES
77.41%
Which show that aired the promo
spot led to the highest tune in?
Conversion by Day Part and Show
Day Part
Show
Overnight
Last Call
16.88%
Meredith Vieira
19.20%
Day Part Total
Early Morning
News
Early Morning
16.36%
Local Morning Show
12.79%
Day Part Total
12.79%
Local Morning Show
14.38%
Today Show
12.11%
Local News at Noon
18.22%
Rachael Ray
13.93%
Local Lifestyle Show
13.59%
Today Show III
13.08%
Today Show II
12.70%
Today Show
12.87%
FABlife
12.58%
11.55%
Local News at 5p
16.09%
Dr. Phil
10.26%
Day Part Total
Access
12.94%
LOCAL PRIMETIME
19.87%
Local News at 6p
19.50%
Day Part Total
Prime Time
18.79%
The Voice
19.79%
HEROES REBORN
19.10%
THE MYSTERIES OF LAURA
18.26%
BEST TIME EVER
14.23%
Day Part Total
Late Fringe
Based on this data, KAAA knows that the promos
that air during its own news programming is
premium and should be prioritized over
advertising. To help lower converting content with
high shares, KAAA will create promos that speak
specifically to the audience of the programming in
which they will air.
12.66%
Meredith Vieira
Day Part Total
Early News
Actions
15.36%
Day Part Total
Early Fringe
The late fringe, which included the 10p news, also
saw both the highest conversion and the most
devices attracted to the promo.
11.39%
Day Part Total
Day Time
KAAA also saw that its own programming had the
highest conversion rate of any show, with a
conversion rate of 24.1% for its 10pm news and
19.87% for its 5pm news.
19.21%
Early Today
15.33%
Local News at 10p
24.10%
Tonight Show With Jimmy Fallon
18.72%
Day Part Total
21.19%
Grand Total
12.18%
0%
2%
4%
6%
8%
10%
12% 14% 16%
Conversion %
18%
20%
22%
24%
What was the optimal frequency of exposure to tune in?
Watched Target Segment
The optimal frequency of exposure to tune in was 7.34 promo views, with
an overall average of 4.51 promo views.
NO
YES
4.12% 7.34%
Actions
TOTAL
4.51%
KAAA ran a large number of promos during this campaign, with some
households being exposed to over 30 promo airings. With 80% of
conversions occuring after 10 exposures, KAAA will scale back the number
of promos it will run to avoid overexposure.
Views (bin)
99.14% 99.43% 99.71%
97.85% 98.43% 98.86%
96.28% 97.14%
95.71%
99.00% 99.28% 99.57%
94.28% 95.14%
97.57% 98.14% 98.71%
91.85% 92.99%
95.85% 96.85%
91.42%
95.28%
93.85% 94.42%
88.13%
91.56% 92.42%
89.70%
14%
80% of conversion is achieved at
10 viewings
12%
83.26%
77.97%
100%
90%
85.69%
80%
80.83%
73.53%
10%
66.95%
% of Views
61.09%
8%
60%
54.51%
50%
6%
44.06%
40%
36.62%
30%
4%
25.89%
20%
2%
14.02%
10%
0%
0%
2
4
6
8
10
12
14
16
18
20
22
24
27
29
32
34
36
39
41
49
62
% of % of Views Cumulative
70%
What was the duration of the promo
spot that garnered the most tune in?
Actions
While the <10 second spot converted the best, the
15 second spot converted the highest number of
devices. KAAA will air more 15 second spots than
30 second spots, freeing up more airtime to be
sold as advertising.
The promo spots that were less than 10 seconds
converted the highest, at 18.25%, though there
were many fewer <10 second promos than 15 or
30 second promos. 15 second promos converted
at 15.11%, slightly higher than 30 second promos.
Duration
<10
18.25%
15
15.11%
30
14.39%
Grand Total
12.18%
0%
2%
4%
6%
8%
10%
Conversion %
12%
14%
16%
18%
How many promo viewers that viewed the
segment were loyal viewers (watched 50%
or more of 10p news on KAAA)? How many
were swing viewers?
Watched
less than 60
seconds 4%
32% of promo viewers had been attracted by a
promo and were not loyal viewers. 40% of
segment viewers were loyal viewers that had also
seen a promo.
For this sweeps campaign, KAAA was able to
reach a large number of winnable "swing"
viewers. As a result, KAAA will not make
many adjustments of its promo air schedule.
Total "Promo Attracted"
Watched a
Promo
(exposure) 74%)
Promo
attracted
Viewer 35%
"Loyal" Local News
Viewer - >= 50% of
10pm viewing time
is with Station 10%
"Chance" Target
Segment Viewer - Not Loyal, didn't
view a promo 12%
Categorization Subtotals >
Total "Chance"
Watched >=
60 Seconds 96%
Didn't watch
a promo 22%
Actions
Total "Loyal"
Total Watched
Target
Segment 100%
74%
"Chance" Target
Segment Viewer Devices that
viewed less than 10
seconds of promo 2%
50%
14%
32%
Promo Attribution - Which
promo is attributed to the
conversion - 32%
"Loyal" Local News
Viewer - >= 50% of
10pm viewing time
is with Station 40%
Contact us at [email protected] or sorensonmedia.com.