Since Nielsen began measuring TV viewing in college dorms, networks like the CW and ABC have been mounting promotions on campus to try and boost—or maintain—their audiences in this now attractive segment, according to a story in the Wall Street Journal.
Ratings boosts for shows like ABC’s Grey’s Anatomy and CW’s America’s Top Model, resulting from Nielsen’s recently instituted measurement of student TV viewing, have convinced networks to work harder to keep college students tune in, according to a story in the Wall Street Journal.
The story, by Emily Steel, says that CW has even recruited students at colleges such as Harvard, Princeton, UCLA and others, to work as marketing reps. The students organize events and parties designed to promote series.
CW also hired Alloy Media + Marketing, a company specializing in marketing to young people, to help market The Next Pussycat Doll, a new reality show, and America’s Next Top Model.
Ratings for Grey’s jumped 53% among women aged 18-24 after Nielsen began measuring viewing in the public areas of college dorms. America’s Next Top Model reaped a 39% ratings gain in the same month among the same audience segment.
WSJ Online subscribers may read the full story here.