1. Precise Brand Insight
Initial analysis into perceptions of
Embarrassing Bodies
Contact:
Dan Miles
New Business Consultant – Brand Insight
dan.miles@precise.co.uk
020 7264 4767
www.precise.co.uk
3. Key findings
There was a high level of buzz within social media around Dr Christian featured prominently within discussions about the
Embarrassing Bodies during the current series – which was programme. Comments about his looks were common and some
almost exclusively comprised of user-generated opinion – viewers cited him as their motivation for watching the show.
with spikes in volumes amid the airing of each episode. However, not all comments about the doctor were positive.
There appears to be a morbid fascination driving viewers to watch
and comment upon the programme, with expressions of disgust Among negative conversations, there were questions about the
the most common type of comment. However, not all expressions concept of the show, as well as more generic comments of
of disgust were positive, with some claiming that they could not dislike. Even among apparently avid views, there were suggestions
watch the programme because of it. by some that the programme was a ‘guilty pleasure’ rather than
something to be proud of watching. There was also a propensity to
Other prominent drivers of conversation included the use the programme as the basis of a joke. Despite this however,
conditions of the patients in the programme and questions there was a significant proportion of positive comments about the
about why people would go on the programme. Comments show, along with a large number of recommendations for others to
along these themes tended to be derogatory towards the patients, watch it.
with viewers claiming that their conditions are disgusting or
shocking, or questioning the logic of being too ‘embarrassed’ to The programme drew a number of Tweets by notable people,
show a condition to a doctor, but being willing to go on TV and including Michael Owen, Frankie Sandford and David Mitchell.
show it to the viewers. These comments were re-tweeted by hundred of viewers, buoying
conversations about the programme.
However, not all discussions about the patients and
conditions were derogatory. There was some evidence that the
programme plays an educational role, and that it had the ability to
make viewers feel better and gain perspective on their own
problems.
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4. Volume and source structure of conversations
There were 209,285 mentions of the Embarrassing Bodies Source Structure of Conversations
Comments Blogs
programme since the beginning of March. The vast majority of Forums <1% <1%
1% Videos/ Images
posts were on Twitter and comprised opinions about the show. Facebook
2% <1%
Mentions of the show spiked amid each episode, but the average
volume of posts during each show has fallen since the first episode.
The programme was Tweeted about by a number of noteable
people, including David Mitchell (“I used to have some
Embarrassing Bodies. Then I put a patio in and moved house. Can
@DoctorChristian tell if that's true or a lie? #wilty” ), whose post
reached a potential audience of over half a million and was re- Twitter
97%
tweeted more than 200 times.
Volume of Content Over Time
20,000
Number of social media posts
18,000
16,000
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
5
5. Topics of conversation
Share of topics of conversation surrounding Embarrassing Bodies
Find the programme disgusting
Comment on/ discussion about conditions
Watching/ Want to watch the programme
Why would people go on the show?
Generic negative comments
Comments on Dr Christian
Generic positive comments and recommendations
Makes me feel normal
Jokes about the programme
Other
0% 5% 10% 15% 20% 25% 30%
6
6. Analysis of conversations (i)
Conversations about Embarrassing Bodies within social A similar proportion comprised posts in which people stated
media were primarily driven by expressions of that they are currently watching the programme, or expressed
disgust, however not all comments of this type were negative anticipation. these posts frequently cited the programme as a ‘guilty
in sentiment towards the programme. There appears to be a pleasure’ and compared it to other shows which they enjoyed but
morbid fascination about the conditions shown in the programme claimed were ‘rubbish’ (“I swear every week I end up watching
which causes people to watch it and to comment about it online. A Embarrassing Bodies... #guiltypleasure”). Other posts simply stated
large proportion of posts simply asserted that the program was excitement or anticipation before the show, or complained that they
disgusting or made them feel sick (“Embarrassing bodies is the would miss an upcoming episode (“OMG embarrassing bodies is
one of the vilest shows on earth #rank”), but a significant back soon yass :D”).
proportion of these also cited this as a driver to watch it (“can't
wait for embarrassing bodies so i can laugh at people then vomit”). There was a high volume of posts questioning the concept of
Other common posts included those which claimed that it was the show, suggesting that if people were embarrassed about
difficult to eat while watching the show (“Watching embarrassing their condition that they should not want to show it on TV.
bodies whilst eating...well anything...is a VERY bad idea :s”). Posts of this type tended to be derogatory towards the patients on
the show (“I dont understand how the people on Embarrassing
More specific posts commenting on the conditions shown on Bodies broadcast their nasty body to the whole world rather than go
the programme were also prominent. Posts of this type ranged to a normal doctor”).
from short sharing the conditions which were shown (“@vmad7
@krustybits74 @EmbBodies :( first patients name was Kirsty and Other negative comments were driven by posts questioning
she had inverted nipples, poor girl”), to longer posts within forums why anyone would want to watch the show. Some of these posts
which discussed the condition in more detail (“There was questioned the concept of the programme or how people could
something about this on a programme called embarrassing bodies watch it (“RT @skeletonunicorn: omg why would anyone watch
last week or week before where lady could see her bowel embarrassing bodies out of their own free will ew”), whereas others
movements in side of her through the gap! Maybe this is what u cited the programme alongside other programmes they disliked.
have? Just a guess tho, im certainly no doctor lolxx”).
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7. Analysis of conversations (ii)
Dr Christian was a prominent feature within conversations The programme was used as the subject of a number of
about the programme, drawing both positive and negative jokes, with people joking about the show and about the
comments from viewers. The majority of posts about doctor was patients and their conditions. These types of posts were driven –
positive, with his looks a prominent focus (“Wey aye never in large part – by the joke “I'm considering going on Embarrassing
realised just how fit Dr Christian off embarrassing bodies Bodies.... One of my testicles is bigger than the other two”. Other
is”), whereas other posts comprised details of where he had been posts were again derogatory about the patients on the show
spotted (“Dr Christian Jessen of Embarassing Bodies just walked (“#SheAintWifeyMaterial if she's been on embarrassing
past the @ntcollection stand at @The_RHS Hampton Court...the bodies”), while others focused there were also jokes about the
celebrity count starts!”). Some viewers even cited Doctor Christian doctors (“Doctor on embarrassing bodies called 'Joy Tickle' hahaha
as a motivation to watch the show (“Embarassing Bodies on a #easilyamused.”).
Monday, Supersize v Superskinny on a Tuesday..just can't get
enough of the gorgeous @DoctorChristian #obsessed”).
Although less common, there were positive comments about
the programme which were not driven by a morbid
fascination of the conditions shown. The ability of the
programme to raise the self-esteem and confidence of the viewer
was a common theme, with viewers claiming watching it made
them feel more ‘normal’ and gave them perspective (“Nothing like
'Embarrassing Bodies' to make you feel good no matter what is
going on in your life at the moment.”). Other positive comments
often comprised recommendations for others to watch the
programme
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8. Conclusions and considerations
The combination of a high volume of buzz and a high Although there was some evidence that Embarrassing Bodies
proportion of organic, user-generated conversation suggests is raising awareness of the conditions shown, a large
there is a desire among viewers to interact and engage with proportion of comments which discussed the conditions was
Embarrassing Bodies in a social manner. Therefore, there is an derogatory towards the patients. The most common driver of
opportunity to develop the social aspects of the conversations about the conditions was a desire to list shocking or
programme, including those that already exist, such as the app. ‘disgusting’ details, rather than to discuss the conditions from a
There was evidence that people are using the app, as it was cited medical angle. However, there was some evidence that the
in a number of comments, but this, along with the programme’s programme does play an educational role, with discussions about
website, could be developed to encourage engagement during medical conditions within forums referring to the show. The
and outside the programme’s airtime. An in-depth analysis of propensity to discuss the conditions included in the programme
comments specifically referring to the programme’s website or app within forums suggests that people use it as a source of
may provide insight as to what viewers like about the app, and knowledge, and are at times using it to self-diagnose themselves
how it can be improved. and others. The development of the programme's app and website
presents an opportunity to emphasise the educational role of the
programme and moderate the self-diagnosis of viewers.
The main motivation to watch the show, and comment on it
within social media, appears to be a morbid fascination with
the conditions of the patients. Expressions of disgust was the It appears the challenge for Embarrassing Bodies may be to
most common type of post, with people sharing the ‘disgusting’ continue to include patients with conditions that draw interest
details with others on Twitter. For some, being able to watch the without sacrificing the patient’s dignity or turning off viewers
programme was seen as something to be proud off. However this by being too shocking. A focus on the educational role of the show
disgust was not entirely positive, with others claiming that they may go some way in counteracting this issue. It may also be useful
could not watch the show because of it. There was also the to conduct a more in-depth analysis of which specific conditions
suggestion among some viewers that the show was considered generate the most buzz, and which viewers find too shocking.
more as a ‘guilty pleasure’, rather than something to be proud of
watching.
9
10. Influential Tweets
Person Tweet Followers Re-Tweets
Nine and a half hours sleep last night. That is my new record. Only
Michael Owen 1,190,998 49
downer is I fell asleep just before Embarrassing Bodies came on.
Embarrassing bodies is the best shout so far. If people are that
Michael Owen 1,189,272 324
embarrassed why do they let the cameras film them?
Pretty sure we quizzed @doctorchristian allll night about embarrassing
Frankie Sandford 830,096 21
bodies... A show u love to hate! It's amaze!
I used to have some Embarrassing Bodies. Then I put a patio in and
David Mitchell 704,075 285
moved house. Can @DoctorChristian tell if that's true or a lie? #wilty
Marcus Collins Gonna vomit! Embarrassing bodies is just too much 693,059 91
Madonna's tour looks like its essentially Embarrassing Bodies - The
Frankie Boyle 638,161 1,746
Musical.
Hi! Grimmy is in for Greg again this wk with more drivetime LOLs. Dr
BBC Radio 1 561,540 2
Christian off've Embarrassing Bodies is in later! http://bbc.co.uk/radio1
Embarrassing Bodies Live is about to examine a weeping open wound
Charlie Brooker 539,616 195
on a man's arse. Earlier they asked for tit photos from female viewers.
The programme 'Embarrassing Bodies' really freaks me out but I can't
Rochelle Wiseman 498,561 91
turn it over, It shocks me when they just pull their pants down WOW
Thanks to Embarrassing Bodies (and @DoctorChristian), I have an
Sarah Millican 485,247 18
excuse to eat more Brussel Sprouts. Sorry to boyfriend.
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11. Supporting verbatim
Find the programme disgusting Comment on/ Discussion about condition
“Embarrassing bodies...... The most intriguing and disgusting show ever “@catbeahan Embarrassing bodies...verruca freaky foot
Oh how I love it” http://t.co/nRRL4FqY”
“can't wait for embarrassing bodies so i can laugh at people then vomit” “Tonight's Embarrassing Bodies features a man with "problematic testicles"
- wonder what they do.”
“Embarrassing bodies makes me want vomit. Even just reading about
what's going to happen in an episode makes me feel ill.. #EWWW” “There was something about this on a programme called embarrassing
bodies last week or week before where lady could see her bowel
“Need to wash my eyeballs after watching embarrassing bodies...why movements in side of her through the gap! Maybe this is what u have? Just
can't I turn it off?” a guess tho, im certainly no doctor lolxx”
“I really don't know why I'm watching embarrassing bodies it turns my “Wtf... On embarrassing bodies, there was a woman that puts coffee up her
stomach I literally want to be sick :S” arse... Why would you ever think to do that???”
“Embarrassing Bodies is in great form tonight. Ulcerated cheesy smelling “@vmad7 @krustybits74 @EmbBodies :( first patients name was Kirsty and
penis's (plural?), messed up tinea afflicted feet; ladies that smell fishy. It's she had inverted nipples, poor girl”
like watching old people make out; I'm completely grossed out but I cant
help watching.” “Embarrassing Bodies has covered it many times... and it's ALL curable. If I
stank I'd know, and I'd shop at Tesco.com, get them to leave it on the
“Embarrassing bodies is the one of the vilest shows on earth #rank” doorstep whilst I was waiting for the operation.”
“Embarrassing bodies makes me want vomit. Even just reading about “I watched a programme recently - embarrassing bodies in the uk, and the
what's going to happen in an episode makes me feel ill.. #EWWW” Dr diagnosed Cervical errosion. Apparently the cervix is responsible for
producing discharge and when its erroded, it produces more.”
“Watching embarrassing bodies whilst eating...well anything...is a VERY
bad idea :s” “Some women have adams apples too. Seen it on embarrassing bodies.”
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12. Supporting verbatim
Watching/ Want to watch the programme Why would people go on the show?
“watching an Embarrasing Bodies marathon so we can diagnose “Hi I'm to scared to show my vagina to my doctor so I'm going on channel 4
everybody” instead on embarrassing bodies, becuase I make sense.”
“I swear every week I end up watching Embarrassing Bodies... “Embarrassing bodies: "I've never shown anyone because I look like a
#guiltypleasure” freak“ Ok so instead you'll show the nation? #okbabe”
“neeeed an early night but embarrassing bodies live from the clinic is on “Strange how people won't go to their doctors but they will go on
tonight!!! #priorities” Embarrassing Bodies on national television”
“Just discovered the UK show Embarrassing Bodies and have been on a “so embarrasing bodies your to scared to go to the doctors so showin git on
bit of a marathon the last couple of days.” tv makes you feel much more confident”
“Goes off to watch Embarrassing Bodies, after reading "Bum Funnel" on “Watching Embarrassing Bodies. I don't get it! They can't go to their own
first page.” GP but they can go on tv?!!!”
“Catching up on my share of British TV with Embarrassing Bodies.” “why would you go on embarassing bodies to show your uneven breasts?
it's quite clear there's only one option to resolve that situation :s”
“Ooh yiss Embarrasing Bodies is on tonight #trousercoughs
#periscopewilly” “RT @sickipediabot: Embarrassing bodies -Too embarrassed to show your
mates in private? Why not go on tv where millions can see”
“EMBARRASSING BODIES IS ON TONIGHT, this is a dream come true
<3” “Embarrassing bodies- for people who don't know what a local doctor is”
“OMG embarrassing bodies is back soon yass :D” “I dont understand how the people on Embarrassing Bodies broadcast their
nasty body to the whole world rather than go to a normal doctor”
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13. Supporting verbatim
Comments on Dr Christian Generic negative comments
“@BenJamesAdams has a secret crush on Dr Christian from “There's a tv show called embarrassing bodies? What is wrong with this
Embarrassing Bodies.” world?!?”
“Embarassing Bodies on a Monday, Supersize v Superskinny on a “@TheSoup just informed me there's a show called "Embarrassing Bodies".
Tuesday..just can't get enough of the gorgeous @DoctorChristian I say this a lot, but I'm serious this time: Get me off this rock.”
#obsessed”
“RT @skeletonunicorn: omg why would anyone watch embarrassing bodies
“@mjrobbins do you follow @DoctorChristian from C4's embarrassing out of their own free will ew”
bodies show? He does this all the time "Blueberries are not super
foods"etc" “Eeey I tell ya - embarrassing bodies is bloody awful. Dunno why I watch
it!!! Urgh!!!!”
“Dr Christian Jessen of Embarassing Bodies just walked past the
@ntcollection stand at @The_RHS Hampton Court...the celebrity count “RT @GeorgiaCraig_: how can anyone watch embarrassing bodies
starts!” though?”
“Omg Dr Christian off embarrassing bodies is GAY” “There's nothing on Tv at night...Only crap on is Supersize vs.
Superskinny...Hate this program, along with Embarassing Bodies...”
“That doctor off embarrassing bodies really freaks me out! Torso of the
week in #heat ... No doctor should have muscles that big!!” “Whyyyy is that ad for Embarrassing Bodies constantly destroying my tv
viewing experience”
“Wey aye never realised just how fit Dr Christian off embarrassing bodies
is” “Watching embarrassing bodies, Jesus Christ, it's horrible.”
“RT @livv_wright: Omg massive let down that Dr. Christian from “There is actually a TV show called 'Embarrassing Bodies.' I can't even.”
embarrassing bodies is gay!! He's so hot! #cry”
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14. Supporting verbatim
Generic positive comments and recommendations Raises self-esteem
“@screamingsonic you should watch uk tv show embarrassing bodies. “Embarrassing bodies.... The show that puts the significance of a pimple
Amazing squeamish show” into perspective.”
“RT @timtamtyla: Embarrassing Bodies is on, I love watching it even “Watching embarrassing bodies and Im blessed to have a great body and
though it makes me sick.” good skin ”
“EMBARRASSING BODIES ON TV. THIS MAKES ME HAPPY. #BOILS” “Embarrassing Bodies is great for raising your self confidence”
“OK. I'll admit it. As soon as #TheVoiceAU is finished, I turn over to “embarrassing bodies makes me feel normal,”
Embarassing Bodies #guiltypleasure”
“Nothing like 'Embarrassing Bodies' to make you feel good no matter what
“Just discovered tv show Embarrassing Bodies is a BAFTA awarded is going on in your life at the moment.”
show :-) It's great on reducing #stigma”
“Thank you embarrassing bodies for making me feel normal hahaha fricken
“Ah I don't know what it is about Embarrassing Bodies but I find it freaks!”
strangely fascinating watching ppl reveal everything to national tv”
“RT @laurenoliverr: watching Embarrasing Bodies almost makes me feel
“Embarrassing bodies is on! Followed by Extreme Makeover - Weight very lucky to be healthy :')”
loss Edition. Yes, I have a love for awful TV.”
“walk'd in the lounge room n the show 'embarrassing bodies is on tv'
“Channel 4's Embarrassing Bodies is always good TV. I'm the only one in presenter: "tonight a man who's penis is literally hard to find"...fat guy: "it's
my house who can watch it - squeamish fools” basically impossible to get any penetration" bahahahahahaha suddenly life
don't seem so bad :)”
“@zoid9000 You should watch a programme we have over here called
Embarrassing Bodies (-;”
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15. Supporting verbatim
Joke Other
“RT @lukedbarnard: I'm considering going on Embarrassing Bodies.... “We could all go on embarrassing bodies and get surgery done for free ha!
One of my testicles is bigger than the other two” X”
“#SheAintWifeyMaterial if she's been on embarrassing bodies “ “we all had a picture with the lady from embarrasing bodies yesterday, was
so funny beth was so excited ! “
“@Beanabones Im going on Embarrassing bodies , 7 of my fingers are
bigger than the other 5 ...Err thats it ,thought twas funnier yst ..” “RT @EmbBodies: To take a look at the Embarrassing Bodies „Breast
Gallery‟ or to upload a photo of your own, go to http://t.co/9LzQ6BV1 “
“Doctor on embarrassing bodies called 'Joy Tickle' hahaha
#easilyamused.” “Series 1 of @EmbBodies Live from the #Clinic saved NHS £400,000 -
roughly 4 ambulances or 19 nurses starting salaries. http://t.co/kmnarBCE “
“#ICantDateYou If you've been on embarrassing bodies #TooFit “
“Omg, you can get an embarrassing bodies app! “
“When a girl moans about facial hair on embarrassing bodies and she's
called 'TASH' lol !!” “Brilliant app from Channel 4's Embarrassing Bodies http://t.co/XYkLtyWA
#iPhone”
“haha on embarrassing bodies the doctor is interviewing an orange lol “
“RT @macmillancancer: Live breast exam on @EmbBodies Live from the
#Clinic on Channel 4 now info> http://t.co/edHOGMRm Our info on scr ... “
“@Doilydolly I did that once. Got stuck. Fingers like Allen keys... I'm
thinking of going on Embarrassing Bodies but it's useful on my bike. “
“That Awkward Moment when you're at a music festival and the people from
Embarrassing Bodies appear on stage :L “
“RT @_PaulClark_: #NoNosDuringSex "Did you see me on embarrassing
bodies the other night?“”
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