#### The Challenge

## **Prove Audience-Targeting Can Improve Tune-In for Cable Network**

A cable network wanted to drive viewers to a daily block of programs on late at night. While it was currently doing some tune-in promotion already, it wanted to see if audience-targeting would further improve the block’s viewership.

#### The Solution

## **Run Two Campaigns Targeting Moms to Increase Daily Viewership**

Simulmedia crafted a custom target of previous viewers of the network to predict their future viewing behavior for two continuity campaigns aimed at W18-49 with children.

##### Custom Target

Run two continuity campaigns, with a one-week gap in between, targeting W18-49 with children to increase daily viewership.

##### Prediction

Analyze past viewing data of the client’s target audience and predict the audience’s future viewing behavior to optimize the campaign’s reach.

#### The Results

## **Simulmedia Grew Viewership of New Daily Viewers by Double Digits**

Simulmedia succeeded in converting 600K W18-49 viewers to the cable network’s programming block, with 60% of daily viewers during the continuity campaigns being new to the programming block.

600

K

Simulmedia converted over 600k W18-49 viewers to the program block.

$

2.32

Simulmedia had an average cost per converted viewer of $2.32 for both campaigns.

60

%

During the continuity campaigns, an average of 60% of daily viewers were new to the programming block.