NBC Builds Viewer Engagement In A Crowded Programming Landscape

With thousands of programs and hundreds of viewing platforms available in this era of audience fragmentation and Peak TV, one of the challenges viewers continue to face is where to find programming. The challenge for content providers is when and where to promote a new or recurring program while building or maintaining fan engagement. The days of promoting shows on TV Guide or in the TV listings section of a newspaper or even electronic programming guides have passed.

Not surprisingly, media research consultant Bill Harvey, citing a recent study from Screen Engine/ASI, found nowadays the average awareness for a new TV series launch has fallen below 30%. Harvey noted the pre-launch awareness had been about 75%.

Hub Entertainment Research found viewers are using more and more TV sources to locate content. In 2018, the average number had been 3.0 channels, since then it has been increasing every year and numbered 7.4 channels in 2022.

In a survey conducted in March, LG Ad Solutions found nearly half of U.S. households have trouble selecting what to watch given the amount of content available on streaming. On average, consumers are taking 5.7 minutes deciding what to watch. The survey found even if consumers know what they want to watch, 40% are confused on where to find it.

To help provide information and build viewer awareness and fan engagement with their programming, NBC, in February 2022, launched NBC Insider, found on NBC.com. NBC Insider provides editorial content for breaking news as well as exclusive content of NBC programming. The website is updated daily with new information on shows including interviews with writers and cast members and short form videos. The website also provides information on premier dates for new programming and specials as well as launch dates/times for returning shows.

In an email Margaret Walker, SVP, NBC Brand Strategy and Audience Growth notes, “We are constantly seeking new ways to engage with our loyal fandom and meet them wherever they are. With NBC Insider, we wanted to create a space to tell the stories that only we can tell and give our fans the insider access that other outlets cannot. Examples include sneak peeks inside the writers’ room from hit series, behind-the-scenes footage, after-show content, talent interviews and more.”

In a press release the network has noted the strong traffic NBC Insider has experienced since the launch and how it has boosted website traffic to NBC.com. For example:

· Within the first 90 days the website had four million organic monthly visits, growing to 7.5 million in its first nine months.

· Has helped build traffic to NBC.com accounting for half of their website visits, building digital reach.

· In the past six months 39% of NBC.com’s total audience have been new users coming from NBC Insider.

Benefiting with an engaged fanbase, America’s Got Talent and The Voice are driving the most traffic to the website. Among scripted programs the “Law & Order” and “One Chicago” franchises from Dick Wolf are also driving traffic to NBC Insider. (NBC recently renewed all six programs.)

The website also had heightened fan interest for the final season of This Is Us heading into the series ending last May. Despite no longer in production or on the schedule, the serialized drama continues to be a fan favorite on the website. Brooklyn Nine-Nine, which has been out of production since 2021, is another show still popular on NBC Insider.

Future plans include adding more NBC programs including from cable partner Bravo. The network is also looking into potentially having in-person events for fans. The network also plans to analyze data from the website to look at other innovative opportunities to build engagement.