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‘Shield’ Had Most Efffective Tune-In Campaign, Says TiVo

Premiere Viewed by 27% of those who saw promos 11/20/2013 4:02 PM Eastern

ABC’s Marvel Agents of SHIELD had the most effective tune-in campaign among shows that launched during premiere week, according to data from TiVo Research and Analytics.

The premiere of Agents of SHIELD was watched by 27% of those viewers who saw three or more promos for the show. Next, according to TiVo was CBS’s The Crazy Ones with a 25.3% promo conversion rate. Also in the top five were Fox’s Sleepy Hollow with a 20.4% conversion rate, Fox’s Brooklyn Nine-Nine at 20.3% and CBS’s The Millers at 18.2%.

TiVo says that the four top programs in conversion rate have already earned full-season orders and one, Sleepy Hollow, has already been renewed for a second season.

The research company said that its data goes beyond the reach of a promo campaign and that reach itself does not correlate with success. The top show in terms of the reach of its promo campaign was ABC’s Once Upon A Time In Wonderland, but its campaign convinced just 4.9% of those viewers to tune into the premiere.

Read the full story at Broadcasting & Cable.

September