Ovation TV’s Marketing and Social Media Blitz Yields Big Dividends as Audience Demand for the Series Doubles Before Premiere
Santa Monica, CA – October 7, 2016 After unleashing a marketing juggernaut in support of the October 1 premiere of the extravagant, period drama series Versailles, Ovation TV, America’s only arts network, drew its largest audience to date. A total combined audience of 557K* viewers tuned in for the premiere night, and tripled the network’s average prime time audience in the adults 25 to 54 demographic. Viewership for the premiere grew 27% from its lead in movie.
Beyond conventional ratings, however, big data analytics company Parrot Analytics found audience demand for Versailles leading up to the US premiere more than doubled. Parrot, which tracks engagement across a variety of platforms, including downloads, streaming, social media, online blogs and reviews, wikis and more, found that Versailles’ popularity was growing by about 136,000 Demand Expressions™ per day. At its maximum on September 30th (the day before the premiere), demand for the show was 3.3 times greater than its baseline of 850,000 Demand Expressions™.
Social engagement alone surrounding the network’s video-centric marketing efforts yielded a 170% increase in engagement. There was a 1,300% increase in social mentions of Versailles as compared to the week before premiere and positive social mentions about the series increased 1,000%.
On September 27, Ovation TV hosted a premiere event at the French Embassy in Washington, DC, featuring a screening of the first episode and panel discussion with cast members and the series’ co-creators and executive producers. The network then hosted three high-profile Versailles-themed events in New York City on September 28, 29 and 30, which were attended by the cast, show creators, celebrities and social media influencers. Videos of each of the events, held at Bagatelle, Beautique and The Box, were distributed via social media and are also available here: www.OvationTV.com/Versailles.
About Ovation TV
Ovation is an independent television and digital media company dedicated to celebrating and supporting all forms of arts and culture. Ovation TV selectively curates and airs arts-related series, specials, documentaries and films. The network also offers viewers an exciting line up of original productions, including Versailles, Rachel Hunter’s Tour of Beauty, and The Art Of. Ovation TV is available to nearly 50M subscribers via cable, satellite and telco systems including Comcast Cable/Xfinity, DIRECTV/AT&T U-verse, Time Warner Cable, Verizon FiOS, Charter Communications, Bright House Networks, and many other smaller providers, as well as on VOD. Through The Ovation Foundation, the company is committed to advocating for the arts, nationally and locally, and has provided more than $15M in contributions and in kind support to arts institutions and arts education. You can follow Ovation on Facebook, Twitter, YouTube, Pinterest and OvationTV.com.
* (Nielsen Live+Same Day)