The document summarizes research conducted on the BBC's Life and Death Row content. It found that viewers highly rated the content, particularly females, those who viewed both long and short form episodes, and those who viewed it on the BBC Three website. Two-thirds of viewers discussed the content with friends and family, while around half searched online for more information. The research showed the content made the BBC seem more modern, innovative, and surprised some viewers. Those who viewed additional evidence files had a more immersive experience and were more likely to view the BBC Three website as a destination for content.

1. A part of Creston Unlimited
Confidential: For research purposes only
Prepared for BBC by ICM Unlimited
Life and Death Row
June 2016

2. Confidential: For research purposes only 2
Agenda
Summary
View of content
The impact on the BBC brand
Actions taken
Appendix

3. Confidential: For research purposes only
Background / Research Design

4. Confidential: For research purposes only 4
How did the study work?
A controlled study in which respondents were asked to watch one of three different content types
using different platforms
Long form: 1-hour episodes
(Life and Death Row)
Short form: 10-minute episodes
(Love Triangle)
Long & short form
• 255 16-34 year olds were assigned to one of the three groups above. They could view additional
evidence at their own will
• Two-phase approach: (1) Recruitment screener survey assigning participants to watch specific
content; (2) Follow-up survey after watching content
• Long form participants were asked to watch 1 x 1-hour episode, Short form participants were
asked to watch at least 3x10-minute episodes, and Long & Short form participants were asked to
watch both
I would have never thought of
watching a programme in such a
way, but it was intriguing and made
me want to finish the whole case!! I
ended up watching all the
episodes.
(Short form,)

5. Confidential: For research purposes only
View of content

6. Confidential: For research purposes only 6
8.10 7.89
8.33
7.92 7.95 8.33 8.43
7.98
8.43 8.07 8.38
Total Male Female Long form Short form Long &
Short form
Additional
evidence
No
additional
evidence
BBC Three
website
iPlayer
website
iPlayer
app
Overall, contentis very highlyrated: particularly,amongst females, those in the Long &
Short form category, as wellas those whohad reviewedevidence
Q8. Overall, how would you rate the Life and Death Row content you viewed as part of this project? Please use a scale of 1 to 10, where 1 is ‘poor’ and 10 is ‘excellent’.
Base: All respondents (n=255)
Category Platform viewedGender Additional evidence viewed
Content ratings (mean scores)
Significantly higher
0 - Poor
10 -
Excellent

7. Confidential: For research purposes only 7
Overall half of participants reviewedevidence, however a majorityof them were
promptedto do so.Amongst those whoweren’tprompted,one in six reviewed the
evidence, suggestingclearer signpostingis required
48%
71%
16%
55%
40%
41%
52%
78%
47%
45%
All participants
All prompted to evidence
All not prompted to evidence
Male
Female
Short form
Long & Short form
BBC Three website
iPlayer website
iPlayer app
YesAdditional evidence viewed
Q7. As part of Life and Death Row: Love Triangle, additional evidence files from the case were made available on the BBC Three website. Did you go on to look at the additional evidence files, available
on the BBC Three website?
Base: Respondents who watched short form content (n=64) or long & short form content (115)
NAD = no additional evidence viewed, AD = additional evidence viewed Significantly higher
Gender
Category
Platform
viewed
I liked that the evidence was offered, so
that you could read around the
situation at your own pace, however I
find it annoying to flip through the
evidence and I would personally only
watch the episodes. This might be
helped by allowing viewers to look
at/read/listen to the evidence one after
another, like a multimedia slide show, so
you don't have to keep clicking in and out
of different types of evidence.
(Long & Short form, iPlayer website, AD)
I couldn't find the additional evidence
files. There was no easy link to find
them that I could see. I was
disappointed as it was a cool sounding
idea. It reminded me of the original
Torchwood thing where they had a
fictional website for them with 'files' and
'messages' from the team.
(Short form, iPlayer app, NAD)

8. Confidential: For research purposes only 8
Additional evidence allowedfor a more immersive experience, withthe BBC Three
websitebeing an unexpected destinationfor content
It felt like a refreshing
way to watch content
that I might not
otherwise have seen.
(Short form, iPlayer
app, NAD)
Q14. In what way do you feel more positive/negative about the BBC as a result of watching Life and Death Row?
Q15. Thinking about Life and Death Row: Love Triangle, where the content was a combination of episodes and additional evidence files, what do you think about the BBC creating this new type of long form
content, and why?
NAD = no additional evidence viewed, AD = additional evidence viewed
I think it can add another dimension
and adds to the immersion of the
programme. It gives you the chance to
look at additional information if you are
interested in the subject.
(Short form, iPlayer website, NAD)
The short form & additional evidence content added
a new dimension to broadcasting content
It's great. I am glad the way we watch TV is
always changing and evolving and this
seemed like another step forward. I like
that there is more to Life and Death Row
than just episodes.
(Long & Short form, iPlayer website, NAD)
I think it's a good idea. It
provides you with
more information and
gives you more of an
insight to the case.
(Long & Short form,
iPlayer website, AD)
It felt like I was watching Making a Murderer
on Netflix (which I love). I didn’t expect much
from BBC Three as it had gone online but
they still seem to be making good stuff.
(Short form, BBC Three website, AD)
Never watched
BBC Three
online before
but after viewing
this I plan to in
the future.
(Short form,
iPlayer app,
NAD)
The BBC Three website was an unexpected
destination for content

9. Confidential: For research purposes only 9
Content rates highlyon all metrics. We’re startingto see the impact the content has
on the perceptionsof the BBC, with7 in 10 agreeing that LADR makes the BBC seem
more modern,particularlyby those in the Long& Short form category
Q9. Please indicate to what extent, if at all, you agree or disagree with the following statements regarding BBC Three’s Life and Death Row. | Q14. In what way do you feel more positive/negative about
the BBC as a result of watching Life and Death Row? | Q15. Thinking about Life and Death Row: Love Triangle, where the content was a combination of episodes and additional evidence files, what do
you think about the BBC creating this new type of long form content, and why?
Base: All respondents (n=255). NAD = no additional evidence viewed, AD = additional evidence viewed
2% 6% 20%
18%
15%
9%
7%
44%
47%
49%
47%
33%
27%
29%
31%
38%
55%
Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree
Net:
Disagree
Net:
Agree
Agreement with the following statements
The content was thought-provoking
The content was memorable
The content felt fresh and new
The content was innovative
The content makes the BBC seem more
modern
88%5%
86%5%
76%6%
71%7%
80%5%
I was surprised this
series was shown by
the BBC, as it is
cutting-edge and
would suit Channel 4.
(Short-form, iPlayer
website, AD)
Very interesting series, you can't stop after watching one
series as you want to watch more. Thought provoking
and full of suspense.
(Long & Short form, BBC Three and iPlayer website, AD)
It seems like an edgier type of programme that
the BBC wouldn't usually do.
(Short form, iPlayer website, NAD)
31% of those who strongly
agree were Long & Short form
category viewers vs. 19% who
were Short form only

10. Confidential: For research purposes only 10
Diving deeper into the perceptions,statements showedsignificantdifferencesin
scores amongst the various groups,particularlyin whetherthey found the content
innovative
Q9. Please indicate to what extent, if at all, you agree or disagree with the following statements regarding BBC Three’s Life and Death Row.
Base: All respondents (n=255)
Gender Content seenPlatform used
Additional evidence
seen
Long & Short form
content
Females were significantly
more likely to find the
content:
• Fresh and new
• Memorable
• Thought-provoking
In terms of the content
being innovative, there
were significant
differences between the
content groups
Those who watched long form
only content were significantly
more likely to disagree with the
content being innovative, while
those who fell into the Long &
Short form category were
significantly more likely to agree
Those who watched the
content on the BBC
Three website were
significantly more likely
to agree that the content:
• Felt fresh and new
• Made the BBC seem more
modern
• Was innovative
Also in terms of the
content being innovative,
there were differences
between those who viewed
additional evidence and
those who did not
Those who viewed additional
evidence were significantly more
likely to agree with the content being
innovative than those who did not

11. Confidential: For research purposes only
Actions taken

12. Confidential: For research purposes only 12
Viewers engaged with content, talked to family and friends about it, and
searched for more information.Amuch smaller proportion shared or
created content online
Q10. Have you done any of the following as a result of watching Life and Death Row?
Base: All respondents (n=255)
42%
22% 18% 15% 14% 16% 12% 11% 8% 8% 7% 8%
28%
31% 33%
20% 20% 17% 19% 18% 20% 17% 16% 13%
30%
47% 49%
66% 66% 67% 69% 71% 73% 75% 77% 80%
Talked about - with
friends/family face-
to-face or over the
phone
Searched online for
more information
beyond the BBC
website
Searched online for
more information
on the BBC website
Talked about - with
someone via
message or email
Followed the BBC
on social media
Liked the BBC on
social media
Liked BBC Three
on social media
Followed BBC
Three on social
media
Shared content
about the series on
social media
Posted /
commented about
social media
Shared content
about the series
online
Posted /
commented online
I haven't done this, and don't plan to I haven't done this, but I plan to I have done this
Reach: 70% 53% 51% 34% 34% 33% 31% 29% 27% 25% 23% 20%
Action taken as a result of watching Life and Death Row

13. Confidential: For research purposes only 13
The platformused, content seen, and whetherrespondentssaw additionalevidence
played a key part in engagement and actions taken
Q10. Have you done any of the following as a result of watching Life and Death Row?
Base: All respondents (255)
Gender Content seenPlatform used Additional evidence seen
Long & Short form
content
• Females: significantly more likely
to discuss the content with
friends/family over the
phone/face-to-face
• But males significantly more
likely to engage and share online
(posting/ commenting on social
media, liking and following BBC
Three on social media)
Long & short content viewers were
significantly more likely to engage
on a number of levels:
• Discuss the series with friends/family
(off- and online)
• Post/comment on social media
• Search for more information on the BBC
website
• Like BBC on social media
On the flip side, long form only
viewers were significantly more
likely NOT to share content on social
media, with a similar stance for
short form only viewers sharing
content online
BBC Three website users more likely
to engage and take action:
• Post/comment on social media
• Search for more information on the BBC
website
Viewing additional evidence was a
big factor in encouraging
engagement as a result of watching
the series – people who fell into this
category were significantly more
likely to:
• Discuss the series with friends/family
(off- and online)
• Post/comment/share information about
the series online and on social media
• Search for more information
• Follow BBC Three, BBC and like the
latter

14. Confidential: For research purposes only
The impact on the BBC brand

15. Confidential: For research purposes only 15
7.40
6.68
7.72 7.73
7.76
7.51
8.16 8.02
The BBC BBC Three BBC iPlayer BBC Online
Overall brand impression – Mean before and after favourability scores
Before After
Overall brand impressionscores increased significantlyacross all four BBC brands
(Before / Screener survey – S6; After / Follow-up survey – Q16) What is your overall impression of the following BBC Brands? What is your overall impression of the following BBC brands? Please use a scale
of 1 to 10, where 1 is ‘extremely unfavourable’ and 10 is ‘extremely favourable’?
Base: All respondents (n=255). Mean scores shown.
Most marked increase
seen in BBC Three
scores
BBC iPlayer and
BBC Online started with relatively
high scores
BBC online & BBC iPlayer generate highest favourability scores before and after watching the LADR content
1 –
Extremely
unfavourable
10 –
Extremely
favourable

16. Confidential: For research purposes only 16
BBC online& BBC iPlayer favourabilityscores increased across all content forms.
Short form contenton its owndidn’tfair as wellas Long form or a combination
of both
(Before / Screener survey – S6; After / Follow-up survey – Q16) What is your overall impression of the following BBC Brands? What is your overall impression of the following BBC brands? Please use a scale
of 1 to 10, where 1 is ‘extremely unfavourable’ and 10 is ‘extremely favourable’?
Score uplift was driven by those using iPlayer app or website, rather than content type or whether they viewed additional evidence
95% confidence interval
sig testing ` Long form Short form
Long & short
form
Additional
evidence
No additional
evidence
The BBC
Before 7.4 7.0 7.6 7.6 7.2
After 7.8 7.3 8.0 7.8 7.7
BBC Three
Before 6.8 6.2 6.9 6.6 6.6
After 7.4 7.2 7.7 7.6 7.4
BBC iPlayer
Before 7.6 7.5 7.9 7.8 7.7
After 8.1 7.9 8.3 8.3 8.1
BBC Online
Before 7.7 7.5 7.8 7.9 7.5
After 8.0 7.7 8.1 8.1 7.9
Overall brand impression – Mean before and after favourability scores
Short form: While scores of platform brands BBC Three and
iPlayer increased significantly, favourability scores of the
overall BBC brand did not increase significantly

17. Confidential: For research purposes only 17
Furthermore,three out of five report that they feel more positive about the BBC as a
result of watchingthe content.While still very positive, those watching LADR on
iPlayer website are less likelyto report a positive shift
5%
40% 39% 40% 42%
26%
44% 42% 37%
30%
43%
30%
43%
57%
40% 41%
51%
37% 47%
44%
54%
41%
47%
15% 4% 17% 14% 18% 15% 9%
17% 16% 13%
21%
Total 16-24 25-34 White BAME Long form Short
form
Long &
short form
BBC
Three
website
iPlayer
website
iPlayer
app
A lot more positive Slightly more positive No changes in feelings either way Slightly more negative A lot more negative Don't know
Net:
positive
58% 52% 56% 62% 70% 55% 68%
Q13. Would you say you feel more positive or negative towards the BBC as a result of watching Life and Death Row?
Base: All respondents (n=255) 16-24 (n=46*), 25-34 (n=209), White (n=215), BAME (n=39*), short form (n=73*), long form (m=64*), long & short form (n=115), BBC Three website (n=37*), iPlayer
website (n=187), iPlayer app (n=53*) *Caution: Low base sizes
Feelings towards the BBC as a result of watching LADR
61% 57% 56% 69%
Significantly lower

18. Confidential: For research purposes only 18
8% 13% 22%
15%
17%
11%
31%
34%
38%
47%
25%
46%
42%
39%
Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree
The BBC as a whole is perceived in a very positive way; a vast majority are
glad that the BBC exists, and that it also provides online services
Q11. To what extent do you agree or disagree with the following statements about the BBC as a whole?
Base: All respondents (n=255)
Net: AgreeNet: Disagree
86%2%
80%2%
80%5%
56%21%
Agreement with the following statements
The BBC produces great
programmes on factual subjects
I'm glad the BBC provides online
services as well as TV and radio
I'm glad the BBC exists
The BBC licence fee is
good value for money
Over half also agree that the licence fee is good value for money, with one in five disagreeing

19. Confidential: For research purposes only 19
3%
17%
19%
46%
55%
41%
45%
28%
40%
The BBC produces great programmes on factual
subjects
2%
2%
2%
1%
11%
22%
21%
39%
42%
34%
45%
34%
44%
I’m glad the BBC provides online services as well
as TV and radio
Those watching Long & Short content were significantly more likely to
agree with three of the statements
3%
5%
3%
10%
16%
23%
34%
36%
33%
52%
42%
40%
I’m glad the BBC exists
5%
13%
8%
10%
19%
12%
23%
19%
23%
30%
31%
33%
30%
19%
21%
The BBC licence fee is good value for money
Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree
Net: agree
78%
77%
84%
Net: agree
73%
78%
86%
Net: agree
81%
83%
91%
Q11. To what extent do you agree or disagree with the following statements about the BBC as a whole?
Base: short form (n=73*), long form (m=64*), long & short form (n=115) *Caution: Low base sizes
Net: agree
53%
50%
61%
Agreement with the following statements by group
Significantly lowerSignificantly higher
Long form
Short form
Long & short
form
Long form
Short form
Long & short
form
Over a quarter (28%) of Short form group agree that the BBC produces great programmes on factual subjects –
significantly fewer when compared to other two groups

20. Confidential: For research purposes only 20
Participants wereopen to new formats and understoodBBC’s need to do so,
to innovate and evolve
I think the BBC is keeping up with the trends of the 21st
century – more people are accessing content digitally so
it’s the right move to capture more members of the public
to be interested in the BBC and what it has to offer.
(Female, 30, Long & Short form, iPlayer website, NAD)
[The BBC] are trying to find innovative ways to present the channel using the available
resources. People aren't just watching programmes on a regular TV anymore. They are
watching it on computers, tablet and smart TVs and they have access to more
information than ever before – so mixed programming like this, or programming with
additional digital features such as the evidence files made available on the website for
the L&DR:LT series makes sense.
(Male, 32, Long & Short form, iPlayer website, NAD)
It's great. I am glad the way we watch TV is always
changing and evolving and this seemed like another step
forward. I like that there is more to Life and Death
Row than just episodes.
(Female, 33, Long & Short form, iPlayer website, NAD)
I'll be honest, I enjoyed the main programme, but I wasn't fussed on these Love Triangle bits,
I think they're aimed at a younger audience - I could see teens finding this interesting but
I didn't really get it - guess they're doing it to keep younger viewers watching.
(Male, 32, Long & Short form, BBC Three website, AD)
Q15. Thinking about Life and Death Row: Love Triangle, where the content was a combination of episodes and additional evidence files, what do you think about the BBC creating this new type of long form
content, and why?
NAD = no additional evidence viewed, AD = additional evidence viewed

21. Confidential: For research purposes only
Conclusions

22. Confidential: For research purposes only 22
Conclusions
The immersive
experience in the Long
& Short form content
“It is good as it allows you to
get more involved with the
programme. It also allows
[the BBC] to deliver extra
content which they couldn't
deliver 'over the air’.”
(Long and Short form,
iPlayer app, AD)
The availability of
additional evidence on
the BBC Three
website
“Good idea. After a program
you like you always tend to
want to search for more
information, great you can
do it within the website.”
(Long & Short form, iPlayer website,
NAD)
These factors
contributed to higher
scores across the board,
as well as higher
engagement and
increased likelihood of
actions taken
Three key drivers – other than content – increasing scores
What
worked well
What worked
less well
Rather than on its own,
Short form content,
performed better in
combination with Long
form content or
alongside additional
evidence
Signposting and call
to action to the BBC
Three website /
additional evidence
Make all materials related
to Short form content
easily accessible to add
to the overall experience
& engagement

23. Confidential: For research purposes only 23
Content rating
Content scores were high
overall, and the Long score of
7.92 is on par with the Short
form content score of 7.95,
but significantly lower than the
Long & Short form group
(8.33)
Content
perceptions
Those who watched
Long form only content
were significantly more
likely to disagree that the
content was innovative
Perceptions of BBC
While perceptions scores were
high overall, scores amongst the
Long form group were
significantly lower that the Long
& Short form group, particularly in
terms of:
• Being glad that the BBC
exists (73% vs 86%)
• Agreeing that the BBC
produces great programmes
about factual subjects (81% vs
91%)
Engaging with the
BBC brand
Long form only viewers
were significantly less
likely to “like” content on
social media than those in
the Long & Short form group
Favourability of
BBC
A significant increase in
favourability scores for the
BBC, BBC Three and iPlayer.
Scores generated were higher
than those among Short form
group, but lower when
compared to the Long & Short
form group
Favourability of
BBC
Significant uplift of BBC Three
and BBC iPlayer scores, but
not the BBC overall.
Overall lowest favourability
scores across all four BBC
brands
Engaging with the
BBC brand
Short form only
viewers were also
significantly less likely
to talk about content
with friends or family
Perceptions of
BBC
83% agreed that the BBC
produces great programmes
about factual subjects – this
was significantly lower than
scores from the Long & Short
group (91%)
Content rating
Content scores were high
overall, with the Short form
group giving a mean score of
7.95, on par with Long form
group (7.92), but significantly
lower than Long & Short form
group (8.33)
Content
perceptions
Short form only viewers were
more likely to consider the
content innovative when
compared to Long form only,
however those who watched
Long & Short form content
were significantly more likely
to agree that content was
innovative
Longform
(LifeandDeathRow)
Shortformepisodes
(LifeandDeathRow)
ummary–Long&Shortform/Additionalevidence
Viewing L&DR across a combination of long & short form content
resulted in better results than when viewed in their own silos

24. Confidential: For research purposes only 24
Experiencing the L&DR brand in a multi-faceted way amplified people’s
perceptions of the BBC and enables greater social media engagement
Content rating
Significantly highest
content rating score
(8.33)
Content
perceptions
Most likely to agree that that
content was innovative and
that the content makes the
BBC look more modern
Engaging with the
BBC brand
Long & Short form content viewers
were significantly more likely
to engage on a number of levels:
• Discuss the series with
friends/family (off- and online)
• Search for more
information on the BBC
website
• Like BBC on social
media
Perceptions of BBC
86% of those in the Long &
Short form group agreed that
they were glad that the BBC
exists – this figure was
significantly higher than that of
the Long form group.
91% agreed that the BBC
produces great programmes
about factual subjects – this
figure was significantly higher
than that of the Long form and
Short form groups
Favourability of
BBC
A significant increase in
favourability scores for
the BBC, BBC Three and
iPlayer.
Scores generated were higher
than those among Long form
and Short form only groups
Content rating
Those who watched additional
evidence gave significantly
higher content rating scores
(8.43 mean vs. 7.98 for those
who didn’t review the
evidence)
Content
perceptions
They were also more likely to
agree that the content was
innovative (85% vs 74%)
Engaging with the
BBC brand
Significantly more likely to
engage on a number of levels:
• Discuss the series with
friends/family (off- and online)
• Post/comment on social
media
• Share content about the
series
• Search for more information
on and off the BBC website
• Like BBC and BBC Three on
social media
Perceptions of
BBC
74% of those who reviewed
additional evidence agreed
that BBC Three was for
people like them –
significantly higher than those
who didn’t
Favourability of
BBC
The highest leap in before
and after favourability scores
amongst those who reviewed
additional evidence were for
BBC Three
Short&LongformAdditionalevidence
Summary–Long&Shortform/Additionalevidence

25. Confidential: For research purposes only
Appendix

26. Confidential: For research purposes only 26
7.40 7.42
6.95
7.65 7.59
7.21
7.49
7.36
7.837.76 7.81
7.25
8.00
7.79
7.68 7.70 7.71
8.19
6.00
6.50
7.00
7.50
8.00
8.50
9.00
The BBC
Before After
6.68
6.79
6.15
6.92
6.63 6.64
6.47
6.60
7.34
7.51
7.38
7.23
7.71 7.64
7.43
7.67
7.36
7.96
6.00
6.50
7.00
7.50
8.00
8.50
9.00
BBC Three
Before After
Overall brand impression scores: Before / After
(Before / Screener survey – S6; After / Follow-up survey – Q16) What is your overall impression of the following BBC Brands? What is your overall impression of the following BBC brands? Please use a scale
of 1 to 10, where 1 is ‘extremely unfavourable’ and 10 is ‘extremely favourable’?
Base: All respondents (n=255)

27. Confidential: For research purposes only 27
7.72
7.58 7.51
7.88 7.84
7.66
7.94
7.56
7.69
8.16 8.10
7.87
8.34 8.30
8.07
8.36
8.07
8.44
6.00
6.50
7.00
7.50
8.00
8.50
9.00
BBC iPlayer
Before After
7.73 7.72
7.52
7.83 7.93
7.51
8.03
7.60
8.028.02 8.03
7.74
8.12 8.07
7.90
8.06
7.99
8.20
6.00
6.50
7.00
7.50
8.00
8.50
9.00
BBC Online
Before After
Overall brand impression scores: Before / After
(Before / Screener survey – S6; After / Follow-up survey – Q16) What is your overall impression of the following BBC Brands? What is your overall impression of the following BBC brands? Please use a scale
of 1 to 10, where 1 is ‘extremely unfavourable’ and 10 is ‘extremely favourable’?
Base: All respondents (n=255)