When was the last time you watched TV without seeing a spot for Proactiv Plus? A year ago you might have said it wasn’t possible. These days it’s reality: airings for the Short Form powerhouse are down 45%.
Airings, Proactiv Plus, October 2014 vs. October 2015
|
2014 |
2015 |
Difference |
|
2,592 |
1,420 |
+45.21% |
And the number of channels they’re using plummeted too: 33%
Network Footprint, Proactiv Plus, October 2014 vs. October 2015
|
2014 |
2015 |
Difference |
|
49 |
33 |
+32.65% |
But here’s the conundrum: during the last ten weeks it never left the the Weekly Top 10 Spot Product Ranking -- and four of those weeks it was #1!
Not too shabby.
So, what’s going on behind the numbers? What’s changed? It seems unlikely that the scourge of acne was reduced by 45 percent over the course of a year. Our hypothesis: improved targeting -- on better data. Take a look at where its spots were running a year ago and where they’re running now.
Proactiv Plus - Top 10 Networks, October 1, 2014 - October 31, 2014
Proactiv Plus - Top 10 Networks, October 1, 2015 - October 31, 2015
What Proactiv Is Doing In 2015:
- They’re reducing their presence on their (previous) top networks.
- They’re dropping some networks altogether: Animal Planet, Cooking Channel, and DIY.
- They’re making big bets on Comedy Central.
- MTV and BET, despite losing airings, continued to account for a generous portion of total airings.
Now This Is Interesting?!
- getTV? Wow. This is Proactiv’s second biggest piece of the pie? This network is all about Judy Garland and Merv Griffin. We may have missed the news that kids are exploring the Golden Age of Cinema… did we?
What are your thoughts?