Case Study: TLC achieves 2.3M viewers and a top-rated Adults 18–49 premiere with DMI's Extreme Couponing campaign

TLC - Customer Case Study

TLC engaged DMI to help sustain rising Wednesday night ratings by holding viewers from Hoarding: Buried Alive and attracting new audiences to its "oddball" programming, ahead of the Extreme Couponing series premiere. The challenge was to retain lead-in viewers and grow interest in an unconventional show through promotional efforts.

DMI developed a multi-media campaign—on-air spots, print, rich media banners and page takeovers—centered on the idea “It’s not just a coupon—it's a calling,” highlighting couponers’ extreme saving mentality. The DMI campaign delivered the second-highest recall among Discovery Communications campaigns, drew about 2.3 million viewers to the premiere, and made Extreme Couponing the top-rated show that night for adults 18–49.

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