Nick North

ENGAGEMENT MATTERS
How programme appreciation provides insight to broadcasters

© GfK 2012 | Engagement Matters | March 2012 1

agenda

• Business challenges for broadcasters
• How to measure program engagement
• Why engagement matters


Business challenges for broadcasters


Successful broadcasting is about investment in
content and strategic planning

• Choosing the • Cost effective • Achieving • Enhancing
right mix of allocation of happy and channel
programmes resources loyal audiences reputation
• Meeting • Optimising • Effective • Promoting
channel remit commercial scheduling recommendation
and strategy airtime strategy and and talked about
• Investing in tactics TV
talent – on and
off screen

Business challenges for broadcasters
• Traditional business models are faltering
• New revenue streams across multiple platforms
may not replace all lost ad revenues
• Broadcasters face growing competition for content
delivery from online giants
• Emerging social and mobile dimensions to content
delivery and consumption
• More accountable, targeted digital advertising
opportunities create a drain on TV ad spend
• Priorities include:
• Maximising audience size
• Optimising production and acquisition investments
• More effective marketing and brand building
• Building loyal audiences
• Demonstrating the power of television advertising,
sponsorships and product placement

Tackling the challenges

Broadcasters have no shortage of data about
their channels’ and programs’ performance:
• TAM ratings – absolutely essential to efficient
advertising trading
• Web analytics
• A growing mass of feedback, from TV critics,
viewers, social media
• Custom research based insight (from pre-tests to
brand trackers)


Tackling the challenges

Challenges remain:
• TAM ratings tell you how many but not why:
• How to identify the causes of under-performing programs – is it
production values, marketing or scheduling? And can something be
done?
• How to minimise risk in program acquisition and commissioning?
• What role can data play in inspiring the creative production
community?
• Do social media comments represent the opinions of all viewers?
• Budgets for custom research may be limited
• How to demonstrate the power of TV to advertisers
• And how to measure reach across platforms?


How to measure program engagement


GfK’s USP is the ability to connect every touch point of the
Customer Journey for Media and Entertainment clients

Why? How?

Program and Channel Evaluation Exploration & Experimentation
Recommendation Quality of experience
Brand Loyalty Behaviour change

Highly creative, robust
& flexible
methodologies

Highly granular,
accurate & timely data

Media Choices Media efficiency
Audience Profiles Return on Investment
Industry Currencies

Who? What? When? Where?

A complete understanding of the viewer
GfK TV Appreciation Research Expertise

From Europe’s largest
TAM provider, GfK
delivers unique
international expertise to
meet client needs’ of a
parallel measurement of
audience engagement
with TV content

GfK Appreciation: in 2011 a total of
10.914.413 surveys completed

GfK Appreciation serving all stakeholders
throughout the production life-cycle
• Pre-testing programs • Measuring audience
• Re-commissioning engagement with all
decisions programs
• Title testing • SWOT analysis of plot,
• Forecasting future character, design
performance Commissions Production • Genre benchmarking
and and • Optimise scheduling
Acquisitions Scheduling

Commercial Promotions
•Meeting remit and and
•Budget allocation Strategic Marketing • Testing program
•Program, channel and trails
service brand tracking • Measuring impact
•Measuring ad/sponsor of promotions
effectiveness
•Cross media reach

GfK Appreciation Panel: How it works
GfK’s appreciation panels deliver a rich set of longitudinal data from a representative
online panel, as well as the ability to place fast turn-around, highly targeted ad hoc
surveys extremely cost effectively. Step Five

Step Four All results of
Step Three In-depth strategic, appreciation indices,
genre and program- in-depth measures,
Step Two For each programme open-ended
specific questions,
Step One viewed/listened to a delivering scores and responses and ad
Which programmes measure of open-ended hoc results delivered
did you watch / listen Appreciation (AI score), responses in analysis systems
Did you watch TV /
to (from a ‘TV Guide’ and other core within 36 hours of
listen to the radio Ad Hoc Surveys can
yesterday? screen of yesterday’s measures (effort to broadcast
transmissions across be added to the end
view / attention /
all measured of the daily survey,
amount of programme
channels) for all panelists, or
viewed) are collected.
for specific target
groups


GfK Appreciation Panel: How it works
[insert video]

© GfK 2012 | Engagement Matters | March 2012
13 13

Reporting and analysis 36 hours after transmission


Effort/Quality mapping by genre for a channel
In this example, Drama strongly drives viewing, but there are many genres that are less
effective at driving viewing even though the programmes are recognised to be of high
quality.

High Quality High Quality
Less effort to Strong effort to
view 100% Serious view
Factual
95%
Religion Drama
News & Drama series/serials
Weather Other singles
factual Sport

30% Current Affairs 50% 60% Arts & 70% 80%
Music
80%
Comedy
75%
Entertainment
Drama soaps
70%

Lower Quality 65% Lower Quality
Less effort to Strong effort to
view 60%
view
Example data. Size of bubble equates to % of total channel responses

Predicting change in audience share
For this talent show, declining appreciation led to a seven point
drop in audience share
% share of
Appreciation Index
audience

50 84

45 42,9 82
40
36,1 80
35
78
30
76
25
74
20

15 72

10 70
Aug Aug Sept Sept Sept Sept Sept Sept Sept Oct 1 Oct 2 Oct 8 Oct 9 Oct Oct Oct Oct
20 27 3 Sat 10 11 17 18 25 26 Sat Sun Sat Sun 15 16 22 23
Sat Sat Sat Sun Sat Sun Sat Sun Sat Sun Sat Sun

Measuring weekly reach across different platforms
(using day after recall within appreciation panel)

The audience of programme A is
43% higher if also accounted for
other contacts than live viewing.
Word of mouth
Other traditional media
Other online / mobile
Viewing online / mobile
Viewing in pub (football only)
Other BARB
ITV1 live
Live

Word of mouth is
relatively high for
programmes A
and C.

X Factor
Programme A Corrie
Programme B Football
Programme C This Morning
Programme D

43% 25% 44% 55%
bigger bigger bigger bigger

Key benefits of appreciation research

• A continuous measure of quality, complementary to TAM
• Deeper insight into viewer preferences and drivers of program
choice
• Deeper understanding of viewing segments
• A measure of brand health
• Helping to improve risk management / pre-testing programs
• Helping to optimise program performance
• Talent management
• Competitor gap analysis
• A highly cost-effective platform for highly targeted research
among viewers
It’s like having members of the public in the office with you.
Unnerving, honest and invaluable.
(Stuart Murphy, former Controller BBC THREE)

Why Engagement Matters


What do we mean by engagement?
“Turning on a prospect to a brand idea enhanced by the surrounding
context”
The ARF 2006

Measuring only exposure leaves us short of understanding.
Measurement of attention and affect can lead to better predictive models of
future behaviour.

Programmes we love
• ‘Must-see’ loved programmes drive audiences to channels,
even to platforms

21 21

Program engagement drives
receptivity to sponsorships

Sponsorship research findings *
• The viewer’s relationship with the programme is key.
A strong relationship drives positive emotions
towards the brand
• This transfer works best when there’s a link to engage
the brand in the emotional bond with the programme
• Programme attributes, such as trust and fame rub off
on the brands
• More touchpoints beyond sponsorship works best

* David Peters, Carat Sponsorship, AdMap March 2010, and others.

22 22

receptivity to advertising...

... A commercial has significantly higher levels
of overall engagement when viewed in the
context of a successful television show,
compared with being viewed out of context.
It is the context primarily affecting the
overall level of engagement and not any
moment-to-moment pattern of response.

... in the lab
* A Biologically Based Measure of Emotional Engagement: Carl D. Marci, Journal of Advertising Research, Dec 2006


And in the field… does engagement
drive effectiveness?

Campaign 93 TV Audience
effectiveness Campaigns engagement

Campaign Audience engagement Advertising
effectiveness effectiveness and
audience
AdMeasure of STER, the Over 4,000 responses engagement
sales house of NPO, over per day from the NPO Matched by campaign
100 respondents per Appreciation Panel, for the main target of
campaign, administered measuring appreciation the campaign
by MarketResponse of the programmes
around which the
campaigns were run

24 24

stronger buying intention

• Increase in buying intention of the product is correlated
significantly with appreciation
• Increasing the appreciation of programmes before the break
by 1 point (1-100) increases the buying intention by 30%
Buying intention

-74 75 76 77 78+
Results tested successfully in multivariate analysis, controlling for other campaign
characteristics such as product type and the number of GRPs of the campaigns.
Acknowledgements and thanks: STER and Intomart GfK

Conclusions

• Measurement of
engagement delivers
benefits beyond TAM
• Appreciation panels can
deliver insight throughout
the production life-cycle
• Media owners can
demonstrate the power of
program engagement to
deliver more effective
advertising
Image Source: Banksy TV Girl, via Resources for Life
http://www.resourcesforlife.com/docs/item778


THANK YOU! Nick North
Global Lead, Media &
Entertainment

+ 44 20 7890 9797
Nick.North@gfk.com


Nick North

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