Total Drama draws total tween-tention
New Teletoon animated reality series' promo draws impressive numbers on air and online.
The world premiere of Teletoon’s one-hour tween special Total Drama, Drama, Drama Island brought in more than double the season-to-date viewership, positioning the specialty net in top spot for the week’s 6 pm timeslot with the K2-11, K6-11 and P2+ crowds, according to BBM Nielsen.
The animated reality special – think Survivor, only with animated teens – also delivered an impressive online audience to teletoon.com, drawing over 860,000 uniques according to Omniture SiteCatalyst and nearly a million Total Drama online video views last month.
Both on-air and online initiatives were designed to alert viewers to the launch of the second season of the Teletoon original production Total Drama Action, set to premiere on Jan. 11 at 6:30 pm ET, with new episodes airing each Sunday also at 6:30 pm ET. Viewers will be able to stream full episodes of Total Drama Action on teletoon.com with new episodes going online every Thursday, before their Sunday evening on-air broadcast.
On-air ad opps up for grabs on the popular tween vehicle include programming stunts, product integration, contest and billboard sponsorships, and vignettes. Online possibilities span web-streaming sponsorships, customized web games and quizzes, multi-platform promos, hot links and pre/post awareness testing.
Leading up to the one-hour special broadcast, Teletoon re-aired the first season of the series Total Drama Island every evening at 6:30 pm ET throughout November, also beating season-to-date AMAs in the timeslot, with an AMA increase of 13% for the 2-17 demo over prior programming.
An on-air/online viewer contest was also launched as part of the promo with Total Drama Action transporting 14 of the show’s original contestants to an abandoned movie studio back lot where they would take part in movie-inspired challenges or be forced to take the walk of shame to elimination. Viewers could enter the Total Drama Continues Contest online by collecting codes that appeared on air during the broadcasts of Total Drama Island. The multi-platform contest received over 128,000 entries, and viewers that subscribed to the Teletoon VIP newsletter gained bonus contest entries and additional program content access. During the period of the programming stunt, the newsletter gained 10,000 new subscribers.
Season three of the series Total Drama, the Musical has been green-lit by Teletoon for production.