New Series Premiere Case Study

Launching a new cable television show on Pop TV

New Series Premiere | Florida Girls

The network needed to break away from its traditional audience with bold media placements and messaging using a cross-channel approach that included television, experiential out-of-home, digital and social.

Objective

  • Introduce a new, younger demographic to Pop TV, while also taking into consideration their core AD2554 audience.

  • Engage a multi-channel media approach that increases linear television viewership and elevates Pop TV’s brand.

  • Drive home the point that this is a new show inspired by real people to which audiences can relate.

Strategy

  • Measure the audience make-up of similar shows using third-party data aggregators like MRI/Simmons to build a unique audience persona for “Florida Girls.”

  • Craft a media plan dictated by how that audience persona consumes media that is built for maximum awareness with the goal of driving tune-in.

  • Generate momentum with a flighted messaging campaign with specific beats surrounding pre, day of, and post-premiere timing.

  • Leverage tune-in media capabilities such as Data Driven Linear and Click-to-Record overlays to excite genre fans and drive trackable tune-in.

  • Push the boundaries using:

    • Strategic out-of-home with experiential twists

    • Custom content on high audience indexing sites

    • Tailor-made playlists on streaming platforms

    • Edgy social media messaging

Achievement

  • “Florida Girls” had the highest Live+3 and Live+7 rating for the time period in the network’s history and was among one of Pop TV’s top rated premieres, particularly among AD1834.

  • Florida Girls debuted to rave reviews scoring an 85% on Rotten Tomatoes, helping to elevate Pop TV as a hub for critically acclaimed comedy.