Small but mighty encapsulates INSP. The western-focused network routinely ranks among the top 10 ad-supported cable networks in primetime thanks in large part to its powerhouse marketing team. Linear ratings continue to climb in part because of the well-executed initiatives that this group churns out. Two highlights of 2021 were the “Watch 2 Win” campaigns and the launch of the INSP Game Room (Arcade). Game Room launched in July on INSP.com and had four million page views by the end of the year, while Watch 2 Win helped digital KPIs (Key Performance Indicators) and brought a lift to on-air C3 ratings. The INSP marketing team donned its thinking cowboy hat and partnered up with John Wayne Enterprises for shoulder content with Wayne’s son, Ethan Wayne, in conjunction with the net’s “Duke Days of May Watch 2 Win” sweepstakes. Since its July launch, video views have exceeded 225,000 and impressions have surpassed four million. INSP literally topped it all off with a newly refreshed on-air logo and network look designed by Paula Scher, one of the most acclaimed graphic designers in the world. A targeted cover ad buy in Cablefax Daily resulted in INSP’s highest click-through rate ever on a trade ad and exceeded Cablefax Daily’s average CTR rate—with the network receiving dozens of positive emails and calls about the new look. The INSP promotions team revamped its entire on-air inventory to give the network a new and unified graphic look, creating or updating more than 800 on-air assets. The marketing team’s list of successes goes on and on, but this dedicated group is already working on the next big idea.
