Social CMI: Viceland Audience Case Study

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Charlotte Vang & Peter Fairfax from the Brandwatch Research team will talk through two Audience Segmentation case study examples, drawing on the techniques demonstrated in the morning's sessions.

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  • Start off by saying: I’ll focus on the type of things we can learn from an audience and my colleague Peter will focus a little more on what sort of things we can then do with this information.

    Remember: explain charts
  • Remember to stress the title
  • Whereas the Millennial group exhibited a 47/53 male to female split, the Vice readers displayed a male bias of 62% in the UK. This male skew was more pronounced among online authors engaging with Viceland conversation in the US, suggesting that males will also be more likely to engage with Viceland content in the UK.

    Target (older) males specifically or consider how to widen out the demographics
  • Show less interest in hobbies that could be perceived as more intellectual, as compared with the core Vice reader, and be more interested in topics such as music, sports, health, fitness and gaming.
  • Whereas millennials and the general public were closely aligned in terms of genre preference, Vice readers were highly interested in high quality or cult dramas (GOT, House of Cards, Walking Dead). The UK Viceland viewer likely to be in the middle.
    We can also see that Vice readers are less likely to talk about reality shows – could be an issue/ risk area
  • Combined sentiment across genres
  • Combined sentiment across genres
  • - Pop-ups on screen/owned social channel activity during the live showings of TV programmes could help to channel and amplify the existing tendency for this audience to dual screen.
  • Areas of broader interest for potential Viceland viewers are music, sports, gaming and fitness. As gaming could overlap with the interest in technology from the Vice reader, this could be an ideal area for potential expansion for Viceland programmes
  • - Avoid alienating the core Vice audience by limiting content aimed at this demographic to the more intellectual/cultural shows. If sharing content about some of the more light hearted shows consider using phrases such as “guilty pleasure”.
  • - Target (older) males specifically or consider how to widen out the demographics to appeal to a more female audience.
  • Social CMI: Viceland Audience Case Study

    1. 1. Viceland Audience Case Study Finding the target audience CHARLOTTE VANG/ RESEARCH SERVICES
    2. 2. Setting the scene
    3. 3. Setting the scene • Vice had recently launched a TV channel in the US & next step was to launch it in the UK
    4. 4. Setting the scene • Vice had recently launched a TV channel in the US & next step was to launch it in the UK • The client had an idea that their audience were “millennials”
    5. 5. Setting the scene • Vice had recently launched a TV channel in the US & next step was to launch it in the UK • The client had an idea that their audience were “millennials” • Brandwatch set out to find out:
    6. 6. Setting the scene • Vice had recently launched a TV channel in the US & next step was to launch it in the UK • The client had an idea that their audience were “millennials” • Brandwatch set out to find: • Who is the target viewer of the new channel and what interests them?
    7. 7. Setting the scene • Vice had recently launched a TV channel in the US & next step was to launch it in the UK • The client had an idea that their audience were “millennials” • Brandwatch set out to find: • Who is the target viewer of the new channel and what interests them? • Can we learn anything about how we best reach them?
    8. 8. Narrowing the search
    9. 9. Narrowing down the search Millennials “21st Birthday next week!” “Can’t believe I’m nearly 30” “Student at Uni. Southampton” “Moving out of my parents house”
    10. 10. Narrowing down the search UK Vice Readers Shared links to Vice articles in past 6 months
    11. 11. Narrowing down the search US Viceland Viewers Shared Viceland content or discussed the channel/shows since launch
    12. 12. Narrowing down the search µ UK general population benchmark
    13. 13. Narrowing down the search ? Potential UK Viceland Viewers Overlap/neighbouring behaviours & preferences of three related groups. Differentiated from the general population.
    14. 14. Profiling the UK Viceland viewer
    15. 15. Comparing the segments General Public Millennials Vice ReadersPotential UK Viceland Viewers
    16. 16. On social, a UK Viceland viewer is more likely to… General Public Millennials Vice Readers Potential UK Viceland Viewers
    17. 17. …Be male UK Viceland viewers are more likely to…
    18. 18. …Be male 47% 62% 66% 53% 38% 34% 0% 20% 40% 60% 80% 100% UK millennials Vice Readers UK Viceland Viewers US Male Female
    19. 19. …Be an older male 47% 62% 66% 53% 38% 34% 0% 20% 40% 60% 80% 100% UK millennials Vice Readers UK Viceland Viewers US Male Female 62% 38% Older millennials (25-34) Younger millennials (16-24) Age Bracket for UK Millennials engaging with Vice content
    20. 20. UK Viceland viewers are more likely to… …have more mainstream interests than the core Vice reader
    21. 21. Interest Millennials Vice readers Sports 15% 12% Music 12% 12% Family & Parenting 10% 6% Food & Drinks 8% 8% Books 6% 9% Games 6% 5% TV 8% 3% Fine arts 4% 6% Movies 5% 5% Technology 2% 4% Politics 2% 7% …have more mainstream interests than the core Vice reader
    22. 22. General …have more mainstream interests than the core Vice reader Millennials Vice readers
    23. 23. …Be interested in cult drama shows, but not as strongly as the core Vice reader. UK Viceland viewers are more likely to…
    24. 24. 53% 15% 28% 4% General Drama Entertainment Reality Shows Sitcom 56% 12% 28% 4% Millennials 62%12% 21% 5% Vice Readers …Be interested in cult drama shows, but not as strongly as the core Vice reader.
    25. 25. “ Guilty pleasure time #MIC #MadeInChelsea @E4Chelsea @E4Tweets ” “ Made in Chelsea has been my guilty pleasure for a good few years now ” “ Daughter and I are watching #MadeInChelsea (our guilty pleasure) - watching them dine. We're like 'fill up mi plate nuh!’ ” “ The guilty pleasure is back 😄 #LoveIsland ” …Consider reality TV a guilty pleasure
    26. 26. …Share positive opinions of a TV show online UK Viceland viewers are more likely to…
    27. 27. …Share positive opinions of a TV show online General negativity 22% Millennial negativity 21% Vice negativity 23%
    28. 28. …Share positive opinions of a TV show online General positivity 53% Millennial positivity 50% Vice positivity 43% General negativity 22% Millennial negativity 21% Vice negativity 23%
    29. 29. …dual screen and to post online in anticipation of upcoming shows. UK Viceland viewers are more likely to…
    30. 30. 1.0x 5.6x 5.2x 0.0 1.0 2.0 3.0 4.0 5.0 6.0 General Millennials Vice readers LIKELIHOODTOSHAREONLINE Ratio of “watching” conversation …dual screen and to post online in anticipation of upcoming shows.
    31. 31. General Millennials Vice readers …dual screen and to post online in anticipation of upcoming shows.
    32. 32. Using the research NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
    33. 33. Potential strategies On-screen pop-ups
    34. 34. On-screen pop-ups Gaming programmes Potential strategies
    35. 35. On-screen pop-ups Focus messaging Gaming programmes Potential strategies
    36. 36. On-screen pop-ups Gaming programmes Focus messaging Widen demographics Potential strategies
    37. 37. Now you know

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