Economic Impact of NOS4A2 in Rhode Island
Potential Tourism Benefits of The Gilded Age
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It is premature to estimate specific impacts of the Gilded Age on tourism, but early
signs are promising.
The Gilded Age has been “green-lit" for a second season after only a few episodes
of its inaugural season, it has continued to increase in audience viewership across
its first season, and it ranked among the top ten in-demand series at points during
this period (Parrot Analytics, 2022).
A preliminary estimate of exposure value suggests that each distinct exposure of
Newport in an episode could be valued at $45,000 in advertising value.
METRIC
Distinct Views / Minutes of screen timea
Average audience per episodeb
Cost per advertisement
Value per impression
HYPOTHETICAL EXPOSURE VALUE
3 million
$260,000
INDUSTRIAL ECONOMICS, INCOR
Exposure value per episode
$0.015
$45,000
a Defined as discrete scenes or shots where a clearly identifiable Rhode Island location is present. Initial estimate is based on the number of
exterior shots of Rhode Island locations and scenes filmed in the interior of the Newport Mansions.
b Initial estimates available for episodes 1-4. We do not differentiate between an audience member who views the show during its initial airing
versus an audience who watches the show via a streaming platform (or similar) after it's initial airing date: https://deadline.com/2022/02/the-
gilded-age-ratings-viewership-grows-15-week-2-surpasses-white-lotus-1234924598/
Source: HR&A, 2013.
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