Promoting a Series: VOD vs. Linear TV

Summary

Bravo’s Below Deck Mediterranean (BDM) is a reality series. A major component of the authors’ research was finding effective tactics for promoting and converting viewers of the program. Options examined included paid TV and VOD. They also noted was that other NBCU ad effectiveness studies have directionally shown VOD viewers to be more attentive and receptive.

The paper also provided insights into those who used various platforms for watching the show. One of the segments examined were Heavy/Casual/Light viewers of the network. For BDM, viewership was notably different between those viewing the program on Linear TV (69%/28%/3%) compared with VOD (54%/44%/2%).