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TiVo surveyed the viewing habits of 35,000 of its users to determine how many promotions for new TV shows they saw, how many times they saw them and whether the promos convinced them to tune in. If they tuned into the premiere episode after seeing at least three promos, that qualified as a successful “conversion.”
Television executives might want to take TiVo’s data seriously, because none of the five shows with the lowest promo conversion rates last year was renewed.
TiVo also notes in its report that there’s no direct correlation between “reach” and conversion rate. For example, Whitney scored the highest reach with 85.3 percent of the panelists exposed to the promos, though its conversion rate was the fifth lowest among the 21 new fall broadcast series that premiered between Sept. 12 and Oct. 2. Revenge also scored high reach but low conversion.
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