A method for increasing data transmission efficiency in a broadcast network having at least one unicast transmission link and at least one multicast transmission link to a mobile device, the method comprising: identifying a viewing trend based upon monitored viewing activity of first content data by a first plurality of users over the unicast transmission link; determining, based upon the identified trend, that a viewing audience will exceed a target threshold for second content data; and in response to the determination, broadcasting the second content data to a second plurality of users over the multicast transmission link to increase data transmission efficiency in the broadcast network. This method may also be used to promote the dissemination of useful or popular information such as service awareness as part of marketing activities.