Better Analytics Help Media Companies Make the Most of Promos

TV companies with multiple networks consider a range of factors when they develop strategies to promote their shows. Among these are whether to run promos on the same network the show airs on, or on sister networks that the company also owns, as well as what percentage of available ad time to devote to promos vs. selling to other advertisers, and how frequently to run promos in a campaign. Different networks take different approaches, but most have one thing in common: By failing to take an analytical approach that optimizes for all channels across the company’s portfolio, they’re leaving money on the table. For one network that had limited use of sister networks, sold less inventory, and showed promos more often, the missing value was big: The company later determined that by taking a more data-driven, cross-portfolio approach to their promo strategy, it could have created more than $200 million in value over a year.