While INSP was seeing record ratings last year, those metrics were largely thanks to its super fans. The network wanted to find a way to bring in more medium, light and new viewers and build overall awareness for the brand. It found the key by shifting from a tentpole approach for big events to targeting younger viewers with an “Always On” message that focused on endemic programming and immediate tune-in opportunities. The resulting integrated marketing campaign delivered +14% HH TED Ratings C3 Growth in Q3-Q4 2021, which was 37% over the 2021 goal. It also drove a 38% ratings growth for weekday prime.