Bravo - meet the affluencers

A 2008 campaign for Bravo TV channel. Objective: to inform and convince business advertisers that Bravo’s audience profile (affluent, upscale, trendy adults) was important for them to reach.

Bravo – Meet the Affluencers

Business Situation and Background – Solid business with an unclear advertiser-facing consumer profile

In the initial period after NBC-Universal acquired Bravo, ratings grew and national ad business was solid. But early in 2007, in-depth-interviews of media buyers and planners by the Bravo research team revealed that agencies had little understanding of the Bravo audience profile and why it was of premium value to them. A representative quote from a buyer interviewed at the time was, “I'm uncertain as to who the Bravo viewer is with the shift in programming.” This was in part...

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