#### The Challenge

## Broadcast Network Needs to Re-engage Viewers After Months-Long Hiatus

A large broadcast network needed to re-engage its program’s viewers after a 3-month mid-season hiatus. The network was also interested in seeing how Simulmedia performed compared to its base plan.

#### The Solution

## Target Past Frequent Viewers to Drive Tune-In to Mid-season Premiere

Simulmedia crafted a custom target of previous viewers of the program to predict their future viewing behavior for a one-day campaign.

##### Custom Targeting

With 27% of the budget, run a one-day campaign targeting frequent viewers of the program to bring them back to the mid-season premiere.

##### Prediction

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

#### The Results

## Simulmedia Outperformed All Other Networks on the Client’s TV Media Plan

With only 27% of the campaign budget, Simulmedia was responsible for 35% of the program conversions attributable to the campaign.

900

K

Simulmedia reached more custom target viewers than any other network on the plan, over 900K of whom were not reached by any other network.

43

%

Simulmedia had a 43% lower A25-49 cost per converted viewer (CPCV) than the base plan.

35

%

With only 27% of the campaign budget, Simulmedia was responsible for 35% of the program conversions attributable to the campaign.

#### Future Optimization

## Measurement Down to Spot Level

Simulmedia measured the campaign’s performance down to the spot level to further optimize future campaigns. Top-converting spots included promos that ran during:

- **You Gotta Eat Here!** on **Food Network:** 23% conversion rate
- **Snapped** on **Oxygen:** 17% conversion rate
- **Bates Motel** on **A&E:** 16% conversion rate