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Use Canvs to arm your ad sales efforts with powerful network metrics

WE tv needed to equip its advertising division with powerful insights about its series L.A. Hair that would speak to its successes as a network. WE tv wanted to leverage Canvs to discover success metrics that focused on emotionality. Because Canvs has an extensive knowledge base of Reactions to programming that allow ad sales and research professionals to generate compelling emotional rankers, emotional analysis around the network provided a higher degree of nuanced insights that allowed WE tv to gain a unique competitive edge.


Key findings AT A GLANCE

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L.A. Hair is among the most reacted-to cable reality series on Thursday night.

Most Reactions

L.A. Hair is WE tv’s most emotionally reacted-to series.

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L.A. Hair drives higher averages of love, crazy, and excited Reaction volumes in comparison to primetime reality shows.


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INTRODUCTION

In today’s fervent TV landscape of cord-cutting and multiscreening, networks are facing more challenges than ever to equip themselves with success metrics outside of traditional TV ratings. Canvs, which analyzes TV-related Tweets in the U.S. as captured by Nielsen, sits atop over 500 million Reactions that networks can leverage to build a success story around their show properties. Insights around emotionality as it relates to TV viewership expand a network’s opportunities to gain a unique and competitive advantage.


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Objectives

  • Use the 2015 Fall TV season as a framework for analysis to even out the playing field across competitive networks.

  • Use Canvs data as emotional currency to arm WE tv with compelling insights that speak to its successes as a network.

  • Dive deep into show-level analyses to uncover top emotional insights that give WE tv’s L.A. Hair a competitive edge.
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Methodology

  • Use Explore to see which cable reality series among the competitive set drove the highest share of Reactions.

  • Use Explore to see which WE tv entities were emotionally reacted-to the most.

  • Use Benchmarks to see how love, crazy, and excited Reactions to L.A. Hair compared to other primetime reality shows within the competitive set.

Key Findings Icon

KEY FINDINGS

L.A. Hair is among the most reacted-to cable reality series on Thursday night. From the start of S4, this series consistently ranks within the top five airings and series since late July. Among its competitors, L.A. Hair averages third on a series level and fourth on an airing level.

 

L.A. Hair drives higher averages of love, crazy, and excited Reaction volumes in comparison to primetime reality shows.
The series garnered:

  • 48% higher average love Reaction volume in comparison to primetime reality shows

  • 40% higher average crazy Reaction volume in comparison to primetime reality shows

  • 67% higher average excited Reaction volume in comparison to primetime reality shows

L.A. Hair is WE tv’s most emotionally reacted-to series. It’s driven 36% of network Reactions since the start of season 4.

For these insights, the competitive set was defined as Bravo, E!, Lifetime, Oxygen, OWN, TLC, VH1, Hall, ID, FYI, BET;
and the 2015 Fall TV season was defined as July 30, 2015, to October 2, 2015 (time of analysis).


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