Case Study: NBC drives tune-in and boosts viewership with Lamar Advertising Company's digital OOH campaign

NBC - Customer Case Study

NBC needed a way to boost viewership for the second season of *The Voice* and the premiere of *Smash* in a highly competitive time slot immediately after Super Bowl Sunday. Lamar Advertising Company helped the network tackle this challenge with an out-of-home campaign using digital OOH formats to keep both shows top of mind.

Lamar Advertising Company and NBC executed a “Day of Digital” campaign that blanketed 12 markets with 300+ digital OOH screens, supported by traditional out-of-home placements in key cities like New York and Los Angeles. The effort helped *The Voice* lead Monday night with a 10.6 HH/16 share, while *Smash* premiered strongly with a 7.8 HH/13 share, and the campaign earned the 2012 MediaPost Digital Out-of-Home Award for best integration with traditional media.

NBC