The CEO of Rovion Inc. shows how an interactive video played on TVGuide.com helped boost viewership of the "Miss America Pageant" on CMT.
What better way to find out about the "Miss America Pageant" than to be told about it by the reigning Miss America herself?
To generate awareness of the annual event's airing on CMT for the first time, producers used Rovion technology to stream an inPerson video of Deirdre Downs, Miss America 2005, who greeted visitors to TVGuide.com. Downs told the visitors about the upcoming "Miss America Pageant" on CMT, and informed them that by clicking on her image, they could go to the CMT.com site to learn more about all of this year's contestants.
By all accounts, the promotion was a success. Nearly 1,000,000 visitors saw the ad. Of those, 31.34 percent clicked through and watched the entire video. The promotion experienced a 36.37 percent interactivity rate, with 7.38 percent of the video viewers clicking through to CMT's site. The clickthrough rate actually increased every day of the campaign, hitting 9.4 percent on the last day of the campaign.
Although there's no true way to measure how many eyes went from the website to the TV screen, CMT is convinced the campaign had a demonstrable effect on the show's ratings.
The 2006 "Miss America Pageant", which premiered live on CMT on Saturday, January 21 from 8 to 10 p.m., scored a record 3.1 million total viewers. The "Miss America Pageant" ranks as the most watched telecast ever in CMT's history with total viewers, besting the "2005 CMT Music Awards", which had garnered 2.9 million viewers.
In addition, CMT beat all other ad-supported cable networks in total viewers for the first time in its history during the 8 to 10 p.m. time period. Saturday, January 21, also marked CMT's highest rated day since the "2005 CMT Music Awards" in April.
A phenomenal 12.5 million different viewers (cumulative) tuned in during the three weekend telecasts of the 2006 "Miss America Pageant" on CMT.
Andy Holeman, director, CMT consumer marketing, says, "Rovion was the cornerstone of a multi-faceted program with TV Guide Online. It provided a dynamic element and creative opportunity that really engaged the consumer in an unexpected way that you wouldn't achieve with traditional components alone. TV Guide's ability to help deliver the CMT message to consumers in impactful ways at key points in their decision-making process has been central to our successful partnership."
Peter Fontana, account executive at TVGuide Online, says, "We were simply floored by the Rovion platform. The CMT Broadcast achieved a 3.1 household rating -- the highest rated program ever on the network -- thanks in part to Rovion. We're considering offering it to many of our other clients, including the CMT Music Awards. I like the fact that it's three-dimensional and real."
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