Brand: TruTV
Team: Troika
Context
In the midst of a major transformation from stale, expected broadcast content to a whole new definition of comedy, TruTV was looking for further insight into just how to position their unique brand of comedy programming. The agency team was under the gun, and they needed a full assessment of the competitive landscape with a laser focus on broadcast comedy content, format, tonality and distribution models.
Insight
Drawing on almost a decade of experience mentoring strategists on how to conduct competitive brand assessments, I knew this ask required a mix of bread and butter audit fundamentals, and a blend of customized methods to get it done on-deadline. This process also quickly determined that the client was facing a multitude of unidentified threats from disruptive content models and emerging digital media publishers. Everyone was jockeying to own a similar brand of ‘smart, unexpected’ comedy.
We knew we had to push them to think outside of the box.
Results
Expansion of unscripted comedy, new diverse voices through programming
Lowered median ad age to 35
Peak lifetime monthly video strats of 47.2 million for original content in 2018
On track to transition all programming to reduced ad load formats by 2021
Solution
While the competition were focused on owning a similar type of comedy, our analysis revealed there was significant opportunity to differentiate programming through the format, distribution model and mix of talent. Specifically, many competitors were focused on male-dominated humor, as well as scripted content.
We recommended the brand further refine its’ blend of irreverent, unexpected comedy through unscripted, creator-driven formats, a wider array of diverse talent, and innovative distribution and ad-models to stay ahead of competition.
Today, the brand has made aggressive changes in format and content that are yielding big results. The network has expanded its range of unscripted comedy, and continues to push new, diverse voices through its programming, including shows like At Home with Amy Sedaris, First Up, Greatest ever with Rachel Seales, and a 90-minute special with Hari Kandabolu. TruTV recently lowered its median ad age to 35, boasted peak monthly video starts of 47.2 million for its original content (the most it’s ever experienced) and is on track to transition it’s entire schedule of programming to reduced ad load formats by 2021.
