Dexter viral boosts ratings

The second series of the show launched on Sunday and beat FX's previous best by about 50,000, for the season one launch in 2007. The success of the Dexter launch combined with new episodes of the latest season of NCIS, saw FX rank top across all adults in the pay TV universe from 9pm to 11pm and third across the same demographic for the whole of primetime.

The show is being promoted via TV, print and billboards and online via the Dexter Hit List - a personalised video application which allows users to send friends a personalised police press conference where you appear as the main suspect in an investigation. Users take the role of a journalist asking questions to a police chief. They can record their own question and statement using their mic or webcam which is incorporated into the personalised video. The Dexter Hit List aims to capitalise on the success of The Dexter Treatment, the viral used to promote series one.

FX UK is running the campaign, created by ad agency Ralph, on its website and via email to an opt-in database.

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