For the week ending Nov. 13, Media Analytics detected 20 new Long Form shows. That’s a first. Bona fide Breaking News around the DRTV water cooler for sure. So, is it an anomaly or a trend? Let’s look at the data.
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Long Form, New Shows Detected, Four Weeks Prior to Nov 13, 2015 |
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Week ending November 6 |
7 |
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Week ending October 30 |
5 |
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Week ending October 23 |
5 |
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Week ending October 16 |
8 |
Last year, for the corresponding week (ending Nov. 14), there were 10.
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Long Form, New Shows Detected, Four Weeks Prior to Nov 14, 2014 |
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Week ending November 7 |
9 |
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Week ending October 31 |
8 |
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Week ending October 24 |
5 |
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Week ending October 17 |
7 |
Take note of this fact: 8 brand new products in this group of 20 -- and 4 of them from brand new players in the space -- and from underrepresented categories.
So, our quick-look assessment is that it looks like an anomaly -- but when you augment it with the qualitative blogs we’ve been doing -- What’s Working for Worx? Long Form. Big Time and How Great Is Humana's Love for Long Form? -- you’re going to want to pay attention.
Furthermore, if you couple the data with our recent analysis and then look at what the gaming juggernauts FanDuel and Draft Kings did (kicked the doors in on their way into the Long Form party) you might (should!) ask yourself:
- What do these brands know that I don’t?
- What unique value does Long Form offer?
We’re watching the data. Are you?
Share what you’re seeing and we’ll join your inquiry and maybe even write about it, too.