Sometimes it’s fun being the indie, scrappy DIY producer. It allows us the ability to do things that “larger” production companies and networks just can’t do, like posing as regular tourists in Cuba in order to document a more authentic story and travel experience.
Anthony Bourdain’s “Parts Unknown” show on CNN is a show I respect. It makes A LOT more money than Raw Travel. In fact, I doubt there is even a worthwhile comparison. I won’t get into all the reasons but suffice it to say that marketers have gotten overwhelmed with the plethora of media choices available these days and despite the lack of good, travel programming in the USA, it’s hard to compete with outlets like the NFL and Cable News Channels during an election year.
Yet Raw Travel’s audience is consistently larger than Mr. Bourdain’s on CNN which is quiet remarkable when you consider that CNN is a very well known national brand with huge marketing resources and that “Parts Unknown” airs in primetime.
This is not a business blog, so I won’t get too far into the weeds on this one but I will just say I’m proud of what Raw Travel – Cuba Undercover was able to accomplish and from the looks of the audience tune in and reaction our work paid off.
We way over delivered an established celebrity on an established show (Parts Unknown) in primetime (Sunday @ 8PM) on a major news channel (CNN).
His Cuba episode aired to much ballyhoo just when the travel thaw was developing between Cuba & the USA and ours aired a year later during an election cycle (November 2016) when folks were more interested in Hillary vs. Trump than seemingly anything else on the planet.
Do the right thing and the money follows? We’ll see about that.
But at least we know we’re doing the right thing, and that my friends is worth way more than any money any marketer can throw at us.
Thank you for helping us to become the #1 most watched travel show in the United States.
SUMMARY:
Anthony Bourdain in Cuba Vs. Raw Travel in Cuba In the Fall of 2015, CNN aired Anthony Bourdain in Cuba to kick off Season-3 of “Parts Unknown”
In the Fall of 2016, “Raw Travel” kicked of its Nov’16 sweep with “Cuba Undercover”
Raw Travel out-delivered “Parts Unknown” by more than +50% in all key demos…
“Parts Unknown – Cuba” CNN Sun/9-10P (9/27/15) – FALL 2015 HH 496K A18-34 45K A18-49 197K A25-54 256K
“Raw Travel – Cuba Undercover” (Wknd of 10/29-10/30/16) HH 725K (+46%) A18-34 117K (+160%) A18-49 331K (+68%) A25-54 391K (+55%)
