Two long-awaited premieres took place on TNT channel over the past weekend, ensuring that the channel emerged as the leader in the Saturday and Sunday time slots. The premieres of the new reality show Zamuzh za Buzovu (Marrying Buzova) and the fifth season of the talent show Tantsy (Dances) attracted the attention of viewers aged 14-44 as well as a young audience aged 18-30.
According to Mediascope, the viewership share of the premiere Zamuzh za Buzovu in Russia was 18% among TV viewers aged 14 to 44. Due to the high audience interest in the new project, TNT channel took first place in the evening (20:00-22:00) slot in terms of audience size. Among the cities where TNT broadcasts, young residents of the nation’s capital showed the greatest interest in the show - the viewership share of the premiere in Moscow reached 42% among viewers aged 18 to 30.
On Saturday, TNT became the leader in the evening prime slot (21:00-23:00) in terms of audience size aged 14-44. The channel’s leading position was linked to the release of the first episode of the new season of Tantsy (Dances). The episode’s viewership share was 15.8%. Egor Druzhinin’s return to the project spiked a great interest in the fifth season of the show, while the new concept of the program - to have three mentors participate in the dance project simultaneously - was also a big draw.
The TNT marketing team held large-scale campaigns, both offline and in social networks, to announce the start of the new season. The channel released a series of GIFs with dance moves from three project mentors specially for its social network subscribers. Social network users copied the movements, and posted their efforts in Instagram stories. In less than a week, the GIFs collected more than 1.2 million views, while the number of dance videos recorded by social network users exceeded 2,000.
