Precise Brand InsightInitial analysis into perceptions ofEmbarrassing BodiesContact:Dan MilesNew Business Consultant – Bra...
Contents       Key findings                     4       Analysis                         5       Conclusions and considera...
Key findings There was a high level of buzz within social media around                Dr Christian featured prominently ...
Volume and source structure of conversations There were 209,285 mentions of the Embarrassing Bodies                      ...
Topics of conversation                                Share of topics of conversation surrounding Embarrassing Bodies     ...
Analysis of conversations (i) Conversations about Embarrassing Bodies within social                     A similar propor...
Analysis of conversations (ii) Dr Christian was a prominent feature within conversations                The programme wa...
Conclusions and considerations The combination of a high volume of buzz and a high                    Although there was...
Appendix
Influential Tweets     Person                                               Tweet                                      Fol...
Supporting verbatimFind the programme disgusting                                                        Comment on/ Discus...
Supporting verbatimWatching/ Want to watch the programme                                         Why would people go on th...
Supporting verbatimComments on Dr Christian                                                      Generic negative comments...
Supporting verbatimGeneric positive comments and recommendations                               Raises self-esteem “@screa...
Supporting verbatimJoke                                                                        Other “RT @lukedbarnard: I...
Example of #EmbarrassingBodies Instagram images17
Contact:Contact:James WitheyHead of Brand Insightjames.withey@precise.co.uk020 7264 6316www.precise.co.uk
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Embarrassing Bodies - Audience Insight

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Our social media research into the audience of UK TV programme, Embarrassing Bodies.

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Embarrassing Bodies - Audience Insight

  1. 1. Precise Brand InsightInitial analysis into perceptions ofEmbarrassing BodiesContact:Dan MilesNew Business Consultant – Brand Insightdan.miles@precise.co.uk020 7264 4767www.precise.co.uk
  2. 2. Contents Key findings 4 Analysis 5 Conclusions and considerations 9 Appendix 102
  3. 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.4
  4. 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 thats 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 05
  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. 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 (“cant 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”).7
  7. 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 “Im 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 shes 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 cant 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 programme8
  8. 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 programmes 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
  9. 9. Appendix
  10. 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! Its 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 thats true or a lie? #wilty Marcus Collins Gonna vomit! Embarrassing bodies is just too much 693,059 91 Madonnas 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 offve 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 mans arse. Earlier they asked for tit photos from female viewers. The programme Embarrassing Bodies really freaks me out but I cant 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.11
  11. 11. Supporting verbatimFind 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” “cant wait for embarrassing bodies so i can laugh at people then vomit”  “Tonights Embarrassing Bodies features a man with "problematic testicles" - wonder what they do.” “Embarrassing bodies makes me want vomit. Even just reading about whats 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 cant I turn it off?” a guess tho, im certainly no doctor lolxx” “I really dont know why Im 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 peniss (plural?), messed up tinea afflicted feet; ladies that smell fishy. Its she had inverted nipples, poor girl” like watching old people make out; Im completely grossed out but I cant help watching.”  “Embarrassing Bodies has covered it many times... and its ALL curable. If I stank Id know, and Id 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 whats 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.”12
  12. 12. Supporting verbatimWatching/ Want to watch the programme Why would people go on the show? “watching an Embarrasing Bodies marathon so we can diagnose  “Hi Im to scared to show my vagina to my doctor so Im 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: "Ive never shown anyone because I look like a #guiltypleasure” freak“ Ok so instead youll show the nation? #okbabe” “neeeed an early night but embarrassing bodies live from the clinic is on  “Strange how people wont 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 dont get it! They cant 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? its quite clear theres 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 dont 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”13
  13. 13. Supporting verbatimComments on Dr Christian Generic negative comments “@BenJamesAdams has a secret crush on Dr Christian from  “Theres 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 theres a show called "Embarrassing Bodies". Tuesday..just cant get enough of the gorgeous @DoctorChristian I say this a lot, but Im serious this time: Get me off this rock.” #obsessed”  “RT @skeletonunicorn: omg why would anyone watch embarrassing bodies “@mjrobbins do you follow @DoctorChristian from C4s 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”  “Theres 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, its horrible.” “RT @livv_wright: Omg massive let down that Dr. Christian from  “There is actually a TV show called Embarrassing Bodies. I cant even.” embarrassing bodies is gay!! Hes so hot! #cry”14
  14. 14. Supporting verbatimGeneric 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. Ill 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 :-) Its great on reducing #stigma”  “Thank you embarrassing bodies for making me feel normal hahaha fricken “Ah I dont 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.”  “walkd in the lounge room n the show embarrassing bodies is on tv “Channel 4s Embarrassing Bodies is always good TV. Im the only one in presenter: "tonight a man whos penis is literally hard to find"...fat guy: "its my house who can watch it - squeamish fools” basically impossible to get any penetration" bahahahahahaha suddenly life dont seem so bad :)” “@zoid9000 You should watch a programme we have over here called Embarrassing Bodies (-;”15
  15. 15. Supporting verbatimJoke Other “RT @lukedbarnard: Im 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 shes 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 youve been on embarrassing bodies #TooFit “  “Omg, you can get an embarrassing bodies app! “ “When a girl moans about facial hair on embarrassing bodies and shes called TASH lol !!”  “Brilliant app from Channel 4s 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... Im thinking of going on Embarrassing Bodies but its useful on my bike. “  “That Awkward Moment when youre 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?“”16
  16. 16. Example of #EmbarrassingBodies Instagram images17
  17. 17. Contact:Contact:James WitheyHead of Brand Insightjames.withey@precise.co.uk020 7264 6316www.precise.co.uk

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