CASE STUDY: MEDIA AND ENTERTAINMENT

OVERVIEW:

For millions of viewers, missing would be a crime. The thriller became one of TV’s most-watched new shows in its first year, thanks in part to a successful multi-faceted advertising campaign developed with Comcast Spotlight. This custom effort was designed to build viewership over the critical early episodes of the inaugural season.

STRATEGY:

Supporting the premiere and subsequent episodes of The Blacklist, NBC utilized Comcast Spotlight’s linear (spot) television advertising and the Comcast interactive program guide. Together, they promoted tune-in for the live episode broadcasts on Monday nights and invited viewers who missed an episode to watch it on demand.

Targeted markets included Atlanta, Baltimore, Chicago, Denver, Detroit, Houston, Indianapolis, Miami, Minneapolis, Nashville, Philadelphia, Pittsburgh, Portland (OR), Sacramento, Seattle and Washington, D.C.

RESULTS:

Comcast Spotlight’s campaign for The Blacklist captured a 6% higher rating in Comcast digital households vs. all other households and delivered a 35% increase in commercial ratings from C+SD to C3 in Comcast digital households. The show recorded a 21% higher C3 rating in Comcast digital households vs. all other households, a 9% higher average rating in markets with 30-second spots vs. the national average and a 7% higher average rating across Comcast Spotlight local markets vs. national average. Overall, 66% of Comcast Spotlight markets out delivered the NTI household rating for the series premiere, 73% out delivered the NTI for the second episode and 63% out delivered the NTI for the third episode.