Americans love rewatching their favorite shows as they provide a sense of familiarity and nostalgia. EDO data shows that no matter how many times shows may air, they still provide advertisers strong consumer engagement.
All reruns, though, are not created equal. Advertisers need to identify the right program environment for their brand and intended audience. While we have seen that rerun shows may have a strong performance overall, it is the case that some media environments are better suited for particular categories and advertisers.
Let’s take a look at the performance of reruns across a few categories in 2022.
Auto & Home Insurance
The Nanny. Reruns of our favorite fashionista nanny generated strong search engagement for advertisers this year. A TV viewer watching The Nanny was 29% more likely to search online for an insurance brand in comparison to a TV viewer watching the average primetime broadcast and cable program.
Five department store brands have invested in TV advertising during reruns of The Big Bang Theory, including Walmart, Kohl’s, JC Penney, Target, and Macy’s. These brands spent over half a million (an estimated $572K) on reruns of The Big Bang Theory so far this year.
The investment on this rerun show paid off as a TV viewer who saw a department store airing during The Big Bang Theory was 23% more likely to search online for the brand, compared to someone who saw a department store airing on the average primetime program.
Zooming out, The Big Bang Theory reruns have been successful in generating consumer engagement across the board. EDO found that reruns of The Big Bang Theory generated 34% higher incremental online search on a per-person, per-second basis in comparison to the average cable primetime program, regardless of category.
Restaurant, Meal, & Grocery Delivery Services
Law & Order, a longtime favorite, which recently returned to the small screen after a 12-year hiatus, has proven a successful environment for advertisers this year. Reruns of this crime drama have primarily run on BBC America and WE TV while new episodes from the 21st season air on NBC. While EDO has seen strong consumer engagement with the new Law & Order season, reruns of the show also show strong results.
A TV viewer who saw a delivery services ad airing during a rerun of Law & Order was 60% more likely to search online for the delivery services brand compared to someone who saw a delivery services airing during primetime broadcast and cable. Advertisers can find the right mix between old and new to expand their reach and continue to hit the right audience.
A TV viewer who saw a non-lux auto TV ad airing during a rerun of The Simpsons was 10% more likely to search online for the brand, compared to a viewer who saw an auto airing during the typical primetime broadcast and cable program.
Find the right TV environment for your brand
EDO enables marketers to optimize their Convergent TV advertising investments by audience, channel, program, and even by creative — all driven by clarity about what moves consumers to act.
We’ve proven that reruns are a strong environment across categories, but it’s imperative to keep in mind where your audience is.
Want more data insights? EDO can show you what’s working for your ads and what your competitors are up to. Contact us today.