Campus Solutions College Tour Helps Achieve Ratings Increase of 36 Percent in the Women 18-24 Demographic
New York — A country-wide college tour by Campus Solutions Inc. promoting SoapNet’s launch of “The O.C.” and “One Tree Hill” helped the cable network achieve a 36 percent spike in ratings compared to the year following, according to data released by the Nielsen Media Research Company. Campus Solutions Inc. was contracted by the cable network to promote the series’ launch at colleges and universities across the country, and spent weeks visiting the campuses giving out free cups of coffee in SoapNet-branded mugs, while distributing information about the shows’ premiere.
“This was an intimate, personalized campaign designed to raise awareness on college campuses of SoapNet, and the syndicated premieres of these two popular dramas,” said Bryan Carbone, President, Campus Solutions Inc. “The shows tend to skew heavily female and young, and so we worked with SoapNet in putting together a tour of universities to best reach this demographic. We were extremely pleased to see how well the series premiered, especially with the audience we spent weeks going after.”
The premiere of “One Tree Hill” on SoapNet was watched by 3.6 million viewers – its largest audience ever. Additionally, both “One Tree Hill” and “The O.C.” have generated record ratings in their timeslots on SoapNet, exceeding expectations by the network.
Campus Solutions designed an 11-campus tour across the U.S., hitting SoapNet’s top markets and exposing the network and the two shows to hundreds of thousands of young female viewers. Among the markets visited were Atlanta, Austin, Boston, Chicago, Cincinnati, Greensboro, Los Angeles, Nashville, New York, St. Louis.
More than 17 million students – the largest enrollment ever – will attend U.S. college and universities this year, according to an industry forecast by Veronis Suhler Stevenson. The prized demographic is estimated to have spent more than $21.5 billion on food and beverage; $21 billion on electronics and cell phones; $10.5 billion on entertainment; $6.5 billion on footwear and apparel; and $6 billion on health and beauty. Additionally, 93 percent of this audience has credit cards, and 97 percent of them make their purchases off campus. Additionally, this year’s student body is said to be the most wired ever, spending an average of 11 hours a day engaged with media, whether it be cell phones, laptops, Blackberrys or i-Pods.
Campus Solutions is currently working on several major campaigns with Fortune 500 companies to introduce new products to the 2007-2008 college audience, and will announce several new partnerships in the coming months.