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Case Study

spike

How do Viacom’s audiences discover and become fans of TV programs?

Case Study: Getting with the Program

We uncovered motivations, unmet needs, obstacles (and solutions) to viewing across all stages of the viewing path and the role of network brands and advertisers across devices and sources.

Areas of Focus

  • How viewers are discovering, deciding, and committing to full-length TV programming today
  • Representative “paths” to content, and how they differ across demographic groups and situational states
  • Whitespace in this emerging viewing landscape and associated new opportunities for Viacom and partners

Methodology

Research included in-person interviews in Boston and Chicago and online surveys of more than 1,500 U.S. Viacom viewers ages 13-44. Online creative quantitative survey included digital diaries on TV viewing paths to encourage reflection on viewing habits and decision-making, for which respondents listed up to 10 TV programs in the order they watched them “yesterday,” and logged more than 7,000 shows.

 

Outcomes

  • Insights around how situational need, state of mind and many other factors play key roles in driving decision-making and influence viewing paths
  • Motivations, unmet needs, obstacles (and solutions to) to viewing across all stages of the viewing path and the role of network brands and advertisers across devices and sources
  • Blog post
  • Insight Reel video
  • Press placements in Broadcasting & Cable, Yahoo! Finance, MediaPost, Multichannel News and The Connectivist.
  • Conference appearance at 2014 Next TV Summit San Francisco.