Problem How does a television miniseries find its audience? Solution Target both a general audience and potential viewers who identify with the main character. Background The main challenge was to drive tune-in to the premiere of the The Starter Wife miniseries on USA Networks. It was important to strongly connect with potential viewers prior to the premiere of the show, as the outdoor program ended a week into the series. Another challenge was that the usual broad target of A18-49 needed to be more focused on men and women who are (or who want to be) part of the “it” crowd. The advertisements should also connect with any real-life “starter wives” who would be able to relate to the main character. Objective The agency decided to utilize formats that were in line with Debra Messin

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