After seeing audience growth throughout its first season, NBC was looking to ignite interest in drama series Chicago Fire as it returned for its sophomore year. By teaming up with Comcast Spotlight for a multi-screen marketing effort, the network was able to stand out from the competition and bring viewers back to the firehouse in droves.
The marketing strategy included linear (spot) television advertising, program guide banners and online advertising on Xfinity.com. Target markets included Atlanta, Baltimore, Chicago, Denver, Detroit, Houston, Indianapolis, Miami, Minneapolis, Nashville, Philadelphia, Pittsburgh, Portland (OR), Sacramento, Seattle and Washington, D.C. With guide advertising, NBC could promote the season premiere leading up to its airing, and direct viewers to watch the episode on demand if they missed the linear broadcast.
- 9% higher rating in Comcast digital households vs. all other households.
- 21% higher C3 rating in Comcast digital households vs. all other households.
- 25% increase in commercial ratings from C+SD to C3 in Comcast digital households.
- 11% higher average rating in markets with 30-second spots vs. national average.
- 6% higher average rating across Comcast Spotlight local markets vs. national average.
- 63% of Comcast Spotlight markets out delivered the NTI household rating.
- 2.5 million impressions on Xfinity.com.
- 81,000 viewers initiated the advertising unit on Xfinity.com.
- 559 viewers set series recording from Xfinity.com.