Phone Swap, a dating format from Elisabeth Murdoch’s Vertical Networks, is the first Snapchat show to air on broadcast TV, following a deal with Fox Television. The deal follows a successful debut for the series on Snapchat’s Discover section, which hosts content from major media partners. In its first season, Phone Swap attracted an average of 10m viewers per episode.
US TV network NBC has run a successful Snapchat ad campaign for its Hairspray TV musical. Data gathered from a viewer survey shows the campaign led to a 122% increase in viewing by respondents. This success indicates Snapchat's potential for tapping revenue from TV marketing budgets.