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Reaching the Affluencers
  • April 23 2012

Bravo delivers the “Affluencers,” the most affluent, educated, influential and engaged audience in cable. They are passionate about Bravo’s buzzy content around food, fashion, beauty, design, digital and pop culture. The Affluencers are super consumers; they over-index substantially for adopting new technology, attending movies opening weekend, intending to buy or lease new cars, and spending more on personal care and household items.

With eight returning original series (see below) and 11 new shows in 2012/13, Bravo is investing in original content to drive continued growth. Advertisers and agencies can anticipate more hits with shows like Silicon Valley, an inside look at the fast-paced lives of tech entrepreneurs, Gallery Girls, which follows Manhattan’s elite art world hipsters, and SUR, a new food/lifestyle drama centered on Real Housewife of Beverly Hills Lisa Vanderpump’s LA restaurant. Returning shows provide the launching pad for these new series.

 

 

Programming Highlights

Returning Series: Chef Roblé & Co., Flipping Out, Inside The Actors Studio, Million Dollar Decorators, Million Dollar Listing LA, Pregnant In Heels, Tabatha Takes Over, Top Chef Masters

New Series: Silicon Valley*, Life After Top Chef, Below Deck*, Huh?*, SUR*, Miss Advised, Newlyweds: The First Year, Gallery Girls*, LA Shrinks*, Decades*, The Kandi Factory (*Working title)

 

Multiplatform

Bravo continually innovates to engage Affluencers across multiple platforms. It recently unveiled its first integrated transmedia play—extending storytelling across multiple platforms—to increase viewer engagement in the hit series Top Chef. Last season the network introduced Last Chance Kitchen, a digital series that offered Chef’testants a chance to earn a spot back in the on-air finale in a secret competition that ran parallel to the linear series. Not only did this initiative affect the show outcome, it resulted in more than 8 million streams across the Web, Hulu, VOD, mobile and iTunes, making it the most successful digital video series in Bravo history.

Other multiplatform options include Play Along, allowing viewers to interact using their smartphones while watching TV, and Social Editions, where fans’ comments are collected and featured in a special social edition which airs on the network. Social Editions of Real Housewives of Atlanta saw double-digit growth in viewers and engagement compared to other re-airs.

 

Performance

In 2011, Bravo ranked #11 among ad-supported cable entertainment networks for adults 18-49s and #10 among adults 25-54 (Nielsen). The Bravo Affluencers’ active engagement resulted in the channel being ranked #1 on cable for Brand Recall across all advertising formats including traditional ads, hybrids and in-program placements. (Nielsen)

Bravotv.com had its best year ever in 2011. Monthly website page views were up 12 percent; mobile page views increased 24 percent. (Omniture SiteCatalyst)


Audience & Reach

  • Bravo is available to 94.5 million homes. (Nielsen, April 2012)In terms of income, Bravo had the highest concentration (based on VPVH) of $100K+ and $125K+ persons 18-49 of any cable entertainment network.(Nielsen, 2011)
  • It also had the highest concentration of persons 18-49 who attended 4+ years of college of any cable entertainment network. (Nielsen, 2011)
  • Bravo’s median age is 39.7, the youngest its ever been. (Nielsen, 2011)
  • Bravo is the most engaging cable network for 6 straight years.  (Nielsen, 2011)
  • Bravo owns  9 of the 10 most engaging cable reality series. (Nielsen, 2011)

 

Contact:

Bravo

1221 Ave. of the Americas

32nd Floor

New York, NY 10020

 

Barbara Bekkedahl

VP Ad Sales, Bravo

212-413-6101

 

Brian Matthews

VP Sales, Eastern Region

NBCUniversal Digital

212-413-6048

 

Paul  Thenstedt

VP Sales, Midwest & West

NBCUniversal Digital

312-836-5708

 

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