SURVIVOR proved to be the game changer of Greek TV. From March till June 2017, every night the show was on screen, 50 to 70% of all viewers were also there. The rest channels have abandoned any hope to fight back on Prime, at least for the current season.
Advertisers took notice of course of the strong numbers, but were asking for a numerical approach of cost benefit (If actually the case. Wasn’t it after all too expensive to buy airtime there?). And what about duplication? “I believe the same people are watching all the time. So you don’t build coverage. Only frequency”. These were the usual talk of the town. But things were simple to examine. If you take a number of “regular buys” on TV, you start building. Then we built the similar list, with only the subsequent selections on Survivor.
The numbers were astonishingly good. At the Coverage level of 30%, cost/coverage unit was far behind the 1,500 Eu mark on first chart. It only reached 1,523 Eu, when Coverage reached 54.83%, a remarkable advantage versus the regular spots. Counting in the commercial policy of the channel that was offering a cheaper price for the second and third spot, it is undisputable that both in terms of CPR and of Cost per coverage Unit, Survivor was an excellent choice that enhanced Coverage. Besides, it was also the only way to build serious presence on Prime.
Many thanks to Maria Fotopoulou and Triadafilos Karametros for their assistance in bringing together the proper data set. Also to NIELSEN that is our provider of these TV viewership results.
Coverage. We took several times the same Evening News on one Channel and checked cost per unit of Coverage, when the Coverage curve was at the area of 30% approx.