Nets’ Most Engaging Freshmen Series

May 15, 2006  •  Post A Comment

It’s upfront time again. Those attending an upfront presentation for the first time may find it an overwhelming, albeit enthralling, time. Actually, many veterans may feel the same way too. How engaged with the proceedings are novices compared with those returning to this event for the umpteenth time?

Let’s apply that question to programming. Regardless of network, most rookie shows face considerable hurdles. They are pretty much unknown and often air in challenging time periods, replacing shows that have been axed. Some series develop a following only over time-“All in the Family” and “Seinfeld” are but two rookies that were almost canceled in their freshman year.

Which programs will be picked up for renewal in the days ahead? Of course, there are myriad considerations and factors that determine the fate of first-year series. Ratings are probably a paramount criterion. But what about viewer receptivity to advertising within a program?

IAG Research has revealed a strong and stable link between viewer engagement and the performance of commercial recall. Higher engagement creates a superior environment for commercials, a metric some marketers-and programmers-are using to evaluate the value of a program.

We know which shows are the “winners” in audience levels (the traditional Nielsen ratings) among the freshman crop of series, but what about the engagement leaders? This week’s data from IAG pinpoints which rookie show on each broadcast network delivered something extra: a more engaged audience.