Increasing African American Viewership in Syndication

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MEE was hired by Carsey-Werner Distribution to increase African-American viewers (ages 18 to 30) of 3rd Rock from the Sun in syndication on Fox Networks. MEE implemented a media campaign—in New York, Philadelphia and Washington, DC—with culturally-relevant, audience-tested radio ads, posters, flyers and postcards. Radio ads featured a melody from Parliament’s “P. Funk (Wants to Get Funked Up)” and used the slogan “Make My Rock the 3rd Rock.”

Viewing parties with large-scale screenings of 3rd Rock, door prizes, raffles, food and snacks were also promoted by DJs on urban radio stations in all three cities. In the three markets, 3rd Rock ratings among African Americans showed significantly more improvement than among general markets.