While the vacation season is in full swing, the program "B&B full of love" is breaking all viewing records. Nearly 2 million viewers (ages 13 and older) tuned in, both live and delayed. The first day saw 847,591 live viewers and another 540,155 who watched the program later in the evening.
Interesting to note the upward trend over the years, reinforced in part by the popularity of "Winter Full of Love. See here the first broadcast week B&B Full of Love vs. previous years.
Viewer Profile
The profile of viewers remains female and mostly 50+. Videoland, however, shows a different picture, with mostly younger viewers under the age of 50.
Deferred viewing
Deferred viewing has been on the rise for years. However, the term delayed viewing often causes advertisers and marketers to wonder; is my advertising relevant when the share of delayed viewing is so high? The answer to this is simply, yes.
B&B Full of Love does not deviate from the standard in deferred viewing. 73% of viewers, see the broadcast on the broadcast day itself. In fact, deferred viewing applies from the moment you start 5 minutes later compared to live viewing. A respective number of people still watch the broadcast up to 1 day later, but after that deferred viewing declines sharply.
This is partly because this program continues to grow in popularity, and because it's a coffee machine conversation at work people want to watch it on the night. So it is quite high relative to general deferred viewing analyses, but also quite logically explained.
In short, advertising in the summer certainly does not mean cucumber time.