Comedy Central
Channels Fan Insights To Drive a #1 Hit

Comedy Central hadn’t had a scripted series hit in years, so the longstanding comedy network put particularly thoughtful planning into the promotion of Awkwafina is Nora From Queens, channeling fan insights to provide a positive and ongoing viewership.

With Broad City’s previously glowing ratings waning, Comedy Central had space open for another scripted comedy series, and discovered an opportunity with Awkwafina is Nora From Queens, a new vehicle executive produced by and starring Nora Lum. Lum’s experience as Awkwafina crosses movies, television, music and genres for years, providing Comedy Central with ample opportunities in learning about and reaching her fans.

Using Affinity Intersect, Comedy Central was able to construct a comprehensive media plan based on the behavior data of close fans and viewers. By reviewing and discovering potential opportunities through social engagement data compiled from all social networks, the network achieved insights into fans of Comedy Central programming as well as similar series. The network went into launch with a strong media plan catering to the most relevant and likely audiences. Intersect provided ideal keywords and interests across consumer brands, TV/streaming shows, influencers and talent to effectively promote Awkwafina is Nora from Queens with heightened efficiency in frequency and reach.

The premiere episode of Awkwafina Is Nora From Queens became the highest-rated season one premiere in three years for Comedy Central and delivered increases across their key demographics. Viewership remained ongoing, with audiences increasing through the season.

Fan insights guide successful campaigns, taking targeting beyond basic demographics and into more pertinent interest information, aligning series, celebrities, and properties with audiences that will be the most receptive both immediately and in the long-term. To learn more about Affinity Intersect, schedule a demo.

Posted in Case Studies