Advertisers & Agencies

Background

Media Storm, LLC is a strategic media agency that specializes in audience and consumer acquisition for clients in the entertainment industry. Among its clients is FX, the flagship general-entertainment and basic cable network from Fox. FX is carried in more than 86 million homes. Its diverse schedule includes a growing roster of award-winning series, including "The Shield", "Nip/Tuck" and "Rescue Me". Media Storm partnered with Undertone Networks to promote the "Nip/Tuck" season premiere.

Objectives

The primary objective of the campaign was to increase viewership of the "Nip/Tuck" season premiere as well as the encore presentation of the episode.

The campaign also intended to increase awareness about the show and drive users to the website to check local viewing times and character information.

The campaign was targeted to men and women ages 18 to 49.

Strategy
Undertone focused the campaign on its entertainment, news, sports and lifestyle channels, among which are websites such as E!Online, ESPN.com, USAToday.com and TVGuide.com.

Undertone also targeted large metropolitan areas where the show is most popular, such as New York, Miami and Los Angeles. Undertone placed ads on major local websites, such as NYPost.com and NBC6.net. Undertone also targeted by IP address to reach users in those areas.

To help boost viewership, Undertone concentrated ad delivery during the week before the season premiere aired. A scaled-delivery approach was used, with half the contracted impressions delivered within 72 hours of the show's premiere.

Client: FX
Agency: Media Storm

Results

More than 5 million viewers tuned in to watch the third season premiere of "Nip/Tuck", and the majority of the audience was adults ages 18 to 49. The premiere reached more adults in the 18-49 age bracket than any series ever televised by FX.

Furthermore, the premiere outperformed every prime-time program on broadcast networks ABC, UPN and The WB. This premiere episode also outperformed the season-two debut by more than 39% in viewership and 37% in adults ages 18 to 49.

"Undertone flawlessly executed the "Nip/Tuck" campaign and was pivotal in its success. We learned so much during the campaign, and Undertone's thoughtful recommendations helped us exceed our client's expectations. Thanks to Undertone's A-class sites, we were able to generate the reach we needed, while ensuring the ads were seen by a quality audience. We value Undertone's performance and will continue to include them in media plans for our clients."

Joe Weave
Director of Interactive
Media Storm, LLC