It may be the greatest in all DRTV. Not only was Humana the top Long Form program on national cable in October 2015, its total airings were more than three times greater than the number two program. Humana also aired on more networks than any other infomercial.
It doesn’t stop there. Humana’s love for Long Form is growing compared to last year.
Humana Airings, October 2014 vs. October 2015
|
2014 |
2015 |
Growth Rate |
|
|
Airings |
1070 |
1194 |
+11.5% |
|
Networks |
39 |
43 |
+10% |
Evidently, after a huge Long Form campaign in 2014, Humana said, “Let’s do it again - and let’s do it even bigger!”
So why is this approach working for them? Here’s our thoughts:
- Humana is targeting seniors with their Medicare Advantage Plans. Out of all the demographics, seniors are top tv watchers.
- Dare we suggest that seniors have longer attention spans?! Is Long Form a good medium for the pre-internet/mobile/social audience?
- Seniors are probably not “dual screening” -- multi-tasking between tv and mobile/tablet.
- The Long Form format also lends a degree of legitimacy and seriousness that is often lacking in Short Form spots. Healthcare decisions are a big deal -- not an impulse buy like Snackeez or Nutri Ninja. Thirty minutes allows Humana to go into detail about their products and convince viewers that it’s in their best interest to learn more -- and call now.
What are your thoughts?