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Problem

KAAA, a leading broadcaster in a midsize market, wanted to understand how promos impacted the viewership of a big sweeps story about runaway children. KAAA planned for this story to be an integral part of their sweeps strategy, and started airing promos for the story three days in advance. Three different promo creatives were used: the standard 30 second spot, a 15 second spot, and a bumper 4-8 second spot.

The Promos Director had no idea whether the promos were effective in drawing an audience, nor did she know what type of viewership she was drawing. Were the promos reaching swing viewers? Were the viewers that watched the segment purely loyal viewers? What was the most effective amount of promo views to encourage a segment view?

How effective were the promos in attracting viewers? How many swing/new viewers were brought to the broadcast?