Tune In

Objectives:

Drive tune-in to the series premiere and following episodes and increase time spent viewing

Targeting:

Viewership profile based on similar programming

Execution:
  • Determined viewership profile of those who watched specific programs
  • Matched CRM file to DIRECTV subscriber HHs
  • Addressable campaign created
  • Campaign flight: 1 month
  • Control/exposed methodology
Result:

Addressable Campaign drove increased insurance quote lifts across:

  • The target group delivered 8% higher ratings over both the control group and all homes
  • Addressable Campaign delivered increased viewership lift to the premiere and across following episodes
  • Target group watched more of the program vs. the control group and all homes

+10% Lift vs control

+3% Lift vs control

+2% Lift vs control

5

% Lift

average min viewed for total campaign

8

% Lift

ratings episode 1-3

*Case study result may vary and are based on individual campaign factors. AT&T AdWorks makes no performance warranties.
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