Promo Conversion – This Hype Is Real

Fall TV is well on its way into the season, as we’re on the verge of mid-season finales. It seems like forever ago when all the networks were building hype around their latest and greatest shows. Some shows have survived; others haven’t fared so well.

So how do you know if your show will continue on to the glory of a second season? TiVo^® Research has found a nifty way to answer this question – meet Promo Conversion.

Promo Conversion is defined as the percentage of households who are exposed to at least three on-air promos for a given program and who also tune in for the series premiere of that same program. In layperson’s terms: You see at least three commercials for a new show. You think the new show is cool enough to sit through the season premiere. The coolness factor of converting commercials watched to premieres watched is Promo Conversion.

Here’s an example. Fox’s The Grinder ranked 14^th overall in terms of campaign reach, sitting at a not-so-impressive 62 percent. However, its Promo Conversion score of 14.4 percent is fourth among new fall 2015 series. Lo and behold, The Grinder has already received a full season order from Fox.

Here’s the flip side. ABC’s Wicked City busted out at a whopping 77 percent campaign reach. Despite all this hype, Wicked City’s 3.6 percent Promo Conversion score likely contributed to that show’s distinct dishonor of being the first cancelled series of this season.

Still skeptical? Check out some more top new fall programs below and see for yourself!
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Top New Fall Series by Promotional Campaign Reach, 2010-2014

Promo Conversion Score Rankings, 2015 New Fall Series

Promotional Campaign Reach Rankings, 2015 New Fall Series