Bravo New Zealand is rounding out 2021 with strong results as the number one challenger brand in the market among key trading demographics in peak and all-day viewing for YTD.
Now in its fifth year, Bravo New Zealand has also marked this milestone by developing the channel’s first-ever brand campaign via Good Viking.
The brand campaign is the result of an extensive research project that provided key insights into how Bravo New Zealand was perceived in market. The results showcased that whilst tentpole programs – such as from the Below Deck and The Real Housewives franchises – had become synonymous with the channel, Bravo’s diversified programming slate of observation documentaries, true crime and movies are key to attracting new viewers who may not have sampled the network since launch.
The new brand campaign highlights the breadth of unscripted reality content available on the network. The new tagline – “TRY THE NEW” – invites audiences to revisit the network and new creative highlights the variety of programming available from SAS Australia to Crowing Belushi and Snapped.
Bravo New Zealand now reaches an average of 1.8 million viewers monthly and the diversified content offering has seen audience growth across key demographics with females 18-49 increasing by 8 percent YOY and males 18-39 also increasing in off-peak viewing by 9 percent YOY.
Off the back of Bravo’s desire to showcase its range of programming, the campaign launched on air with two new brand spots and programming idents, and also extends to a national digital outdoor media and digital video buy.
“We are incredibly proud of the position Bravo continues to hold within the New Zealand television landscape, especially as we’ve evolved our programming over time to achieve further ratings growth and success,” says Chris Taylor, Chairman of Bravo New Zealand and Managing Director of NBCUniversal International Networks & Direct-to-Consumer and Distribution.
“It was extremely insightful to capture audience perceptions of the Bravo channel in New Zealand and, in launching this brand campaign, we hope to encourage even more viewers to experience the breadth of Bravo’s enticing channel programming slate.”