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Tracker
FOX Entertainment
Competitor Analysis Research
Role:
Research
Data Analytics
Dates:
​February 2024 - April 2024
Team:
Consumer Insights
Tools:
Microsoft Excel
Microsoft PowerPoint
Some Context
• As a Consumer Insights Intern at FOX Entertainment, I conducted a competitor analysis on CBS's new drama Tracker, which premiered immediately after Super
Bowl LVIII.
• Traditionally, drama procedurals have not consistently capitalized on the substantial viewership following the Super Bowl. However, Tracker defied this trend by
attracting 18.4 million viewers during its premiere, marking the largest post-Super Bowl program audience since 2021.
• This unexpected success prompted FOX to investigate the factors contributing to the show's strong performance, aiming to derive insights that could inform our
own programming and marketing strategies.
Project Objectives
• Analyze Audience Reception: Examine viewer reactions to Tracker to understand the elements that contributed to its immediate success.
• Identify Key Success Factors: Determine which aspects of the show's content, casting, and marketing resonated with the post-Super Bowl audience.
• Inform FOX's Strategic Planning: Utilize findings to enhance FOX's programming decisions and marketing approaches for future high-profile time slots.
Key Takeaways
• Understanding Audience Dynamics: Gained insights into how specific genres and show elements can either benefit from or underperform in coveted time slots,
challenging previous assumptions about drama procedurals' viability in such contexts.
• Strategic Recommendations: Provided FOX with data-driven suggestions to optimize scheduling and promotional efforts, ensuring alignment with audience
preferences and viewing behaviors.
• Enhanced Analytical Skills: Developed the ability to dissect complex viewership data and extract meaningful patterns that inform competitive programming
strategies.
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