sponsored by Roku | Roku search data reveals award show nominations spark new viewer interest, creating opportunities for media marketers to leverage audience engagement across a wider demographic.
Viewership of major award shows isn’t what it once was, especially among younger viewers, but the influence of a nomination on viewership is still strong.
This dynamic presents a big opportunity for marketers. Recent data shows 25% of Roku users say they’ve signed up for a service because it had at least one live event they wanted to watch. As it relates to award nominations, roughly the same number also said they would consider watching a new TV show because it received positive reviews.
“Euphoria,” for example, a Gen Z drama that became a social sensation, saw a 35% increase in searches among older audiences after receiving 16 nominations. Similarly, searches for “Atlanta” and “The Ms. Pat Show” saw increases of 25% and 51%, respectively, in viewers over the age of 55 after their nominations.
And when it comes to capturing a younger demographic, late night is the optimal time. Roku data finds that Gen Z viewers are more reachable in the late evening, with 53% streaming during a weekday overnight daypart. That’s an optimal time to promote Emmy-nominated content.
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