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The allocation of inventory for promotional time can have a significant
impact on revenue. Promotion time represents lost opportunity since the
inventory could have been sold as commercial time. However, promotions
should result in increased ratings and ultimately in higher commercial
rates.
Timing, placement, frequency, and other factors can have a significant
impact on promotion effectiveness. An in-depth analysis of promotion
effectiveness can provide insight into a variety of issues:
- What is the impact of on-air promotions on ratings, and how does
this compare to the impact of outside commercial promotions such as
billboards, print, and commercial time on other networks?
- What is the best lead time for promotions?
- How does promotion effectiveness vary by promo length?
- What is the impact of the host program on promotion effectiveness?
- What is the relative impact of generic versus episode-specific promotions?
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