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Fox considered DVR play so important for new midseason drama The Following, it ran “Set Your DVR!’ ads for the show as part of the launch campaign, the first time anyone had done that. Many viewers did put the Kevin Bacon serial killer drama on their DVRs, and in Live +3, The Following’s Monday premiere rose to a 4.3/10 among adults 18-49, up +34% from its L+SD rating (3.2). The Following remains the second-highest rated drama debut of the season behind NBC’s Revolution (5.4/15 in Live+3, 33% gain vs. L+SD), just ahead of CBS’ Elementary (4.2/12). It also edged Fox’s cancelled 2011-12 dramas Terra Nova (4.1 in the L+3) and Alcatraz (4.0).
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I guess the ad push did The Following some good. More of these networks need to realize that few of us watch programs live anymore. I just watched The Following recently.I thouht it was o.k. I plan on sticking with it for now. It had some gory parts which may turn off some viewers,but,then again most of us have seen much worse. We will see if people continue watching this. As for me,count me in-for now.
Brilliant. It worked on me…I set my DVR after seeing the ad in West LA for a week straight. Haven’t watched it yet, though.
Watched it on HULU. Liked it.
If they hadn’t gotten Bacon and Purefoy, it would’ve been less good.
Great debut! You made a fine evil guy, but we need you on the good side! What’s next for you?
Ben & Kate ran ads this year “if you like new girl set your DVR for Ben and Kate.” Clearly didn’t work for that show but fox obviously realizes the benefits of time shifted viewing.
How much real benefit does this viewer bump actually give the network? Aren’t the ad rates still determined by live viewers?