Brand Lift

To support a critical premiere window, a leading broadcast network teamed up with Clear Channel Outdoor (CCO) to drive awareness for multiple new and returning television series. As a result, the targeted out-of-home campaign increased series awareness, drove strong viewing consideration, and boosted likelihood of social media engagement across key markets.

Key campaign results:

Campaign objective: Driving awareness for new and returning TV series

The broadcast network aimed to increase awareness for multiple series during an important series premiere window. The objective was to reach audiences most likely to tune in, drive viewing consideration, and encourage social engagement to help build sustained viewer communities around each show.

In a competitive entertainment environment, building awareness quickly and translating that awareness into viewing intent was critical to long-term performance.

Billboard advertising solution: Multi-market campaign using Digital and Printed billboards

Clear Channel Outdoor activated a multi-market out-of-home campaign across top DMAs using a mix of printed and digital billboards.

The multi-format approach delivered broad reach and sustained visibility throughout each series launch period. Printed and digital formats worked together to maintain consistent presence while allowing creative messaging to support different shows and audiences.

Placements were selected to reach viewers during their daily routines, including commuting and traveling through high-traffic areas. This ensured the series remained top-of-mind as audiences made their entertainment decisions.

Billboard advertising results: Consistent double-digit awareness lifts across all series

The campaign delivered measurable awareness gains across both returning and new series, with two titles in each category:

These consistent double-digit lifts demonstrate OOH’s effectiveness during the launch window. Whether launching a new title or sustaining momentum for an established show, billboard advertising helped expand awareness among target audiences.

For broadcast networks competing for attention across streaming platforms and cable channels, 17–22% awareness increases helps cut through the noise to deliver awareness during a premiere window.

76% viewing consideration shows intent to tune in

Among audiences exposed to the OOH campaign, 76% considered watching one or more of the measured series.

This high level of consideration reflects movement beyond awareness into active viewing intent. When three-quarters of exposed audiences are considering tuning in, the campaign has successfully positioned the series within consumers’ entertainment decision set.

For broadcast networks, increased viewing consideration strengthens ratings potential, supports opening week performance, and builds momentum that can carry through an entire season.

23% increase in social media engagement

The campaign also drove a 23% increase in likelihood to follow the series on social media among exposed audiences.

Social engagement plays a key role in building fan communities, generating conversation, and sustaining viewership beyond initial premiere dates. By increasing intent to follow shows on social platforms, the campaign extended impact beyond broadcast and created additional opportunities for ongoing audience interaction.

Driving both tune-in consideration and social engagement demonstrates how OOH supports both immediate viewership goals and longer-term audience development.

Measuring billboard advertising effectiveness with RADARProof

Clear Channel Outdoor measured the campaign’s effectiveness using RADARProof, our proprietary solution for quantifying out-of-home advertising impact.

We identified consumers exposed to the television series campaign and, in partnership with Kantar, surveyed the target audience to measure awareness, viewing consideration, and social media engagement intent. The study compared exposed and control audiences to confirm measurable increases across all series.

This approach provides streaming platforms, broadcast and cable networks, and entertainment marketers with confidence that out-of-home advertising drives measurable gains in awareness, intent, and audience engagement.

Study details:

_{^{Source: Kantar, March 2025 | Confidence level: 95%}}