In a tradition beginning to rival the games themselves, viewers across the country are once again turning to social media in their efforts to find Tru TV - an unlikely home of March Madness - on their dial.
Tru - supposedly a humor brand at this point - is responding to a slew of sarcastic and/or angry tweets from confused viewers looking to find basketball on the only 4 days per year that the former Court TV airs it. Through humorous and self-aware responses (tagged with #truTVisAThing), Tru generated 276 million social impressions on the first day of the tournament, a gain of 39% vs. last year.
The "Tru" test, pun intended, will be whether the millions of new viewers the channel gains during March Madness come back to Tru for their regular schedule post-basketball. In prior years, they have not.
Full article and more details below:
http://www.thedrum.com/news/2016/03/18/trutvisathing-network-launches-social-campaign-help-march-madness-viewers-find-games
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