Television networks use different marketing strategies to connect with fans. They know that people watch shows in various ways, so they try to reach everyone—casual viewers, active fans, and super fans. By understanding these groups, networks can improve how they promote their shows and keep viewers coming back.

Types of Fandom

1. Casual Fandom:

   • Casual fans watch shows once in a while.
   • About 60% of all TV watchers are in this group.
   • Networks reach them mainly through regular advertising, like commercials and ads on social media.
   • The goal here is to make people aware of the show and create interest, showing what the show is about or what’s coming next.

2. Active Fandom:

   • This group includes about 30% of viewers who are more involved with the shows they like.
   • Active fans join discussions, follow official social media pages, and sometimes go to fan events.
   • To connect with these fans, networks use fun activities, like quizzes and polls, and share behind-the-scenes videos.
   • For instance, a network may post a summary video of each episode on YouTube, which can get around 15 million views from fans!

3. Hyper-fandom:

   • Hyper-fans make up about 10% of viewers.
   • They are very passionate and might dress up as their favorite characters or write their own stories.
   • Networks target hyper-fans with special content and experiences, like exclusive merchandise and online fan events.
   • For example, shows with a lot of hyper-fans can see merchandise sales jump by up to 200% during special times, such as season finales or anniversaries.

Marketing Strategies

• Social Media Engagement:

  • Networks use platforms like Twitter and Instagram to create conversations about shows in real-time.
  • They encourage viewers to live-tweet during episodes, and about 49% of fans enjoy interacting on social media while watching.

• Fan Events and Conventions:

  • Many networks take part in events like Comic-Con, where they hold panels and give away items for super fans.
  • A survey found that after meeting cast and crew at these events, 70% of attendees are more likely to watch the show.

• Content Customization:

  • Networks now personalize what they show based on how viewers watch.
  • For example, streaming services use special programs to suggest shows to casual and active fans based on what they’ve watched.
  • Around 80% of viewers say they are more likely to watch a show that is recommended to them by these technologies.

In summary, television networks use different marketing strategies for different types of fans. By knowing the difference between casual, active, and hyper-fans, they can better connect with audiences, keeping viewers interested and loyal in a competitive world of entertainment.