It is set in America with the typical dysfunctional family - you know, the gay (not out), the teen drug addict sister, the big brother who left home at age 15, the mother who has been having an affair with her hairdresser, the father who tragically dies in episode one and continually re-appears as a ghost. The only thing atypical about this family is that they are undertakers. The death business is just a cover for a soap plot that slowly unravels.
Surprisingly, SFU did appeal to both Western and Chinese viewers in my "focus group (sample size of three). While my Chinese colleagues did not get the black humour, they did say they would watch it again and were entertained.
If the programme ever moved from HBO to another channel, would I recommend a client to sponsor or advertise in the show?
The answer: No. We look for a connection between programme content, audience involvement and a brand.
With this show, there is a massive disconnect. The buyers who opt for numbers alone will spot buy and wrap sponsor credits around this show on terrestrial stations - they will deliver ratings, but not in a great environment.
What marketer would want their brand to be associated with a show with this title?
Not many, if any.
