TV’s got the X-Platform Factor is ITV’s award-winning research study, the principle objective of which was to address a key business challenge: how in a multi-platform world, can ITV understand audience movement around platforms & touchpoints, developing a content strategy for our programmes that could be delivered profitably.

Our multi-faceted approach blended qualitative and proprietary quantitative research with syndicated data and has so far won the prestigious Best Research & Insights 2011 award from the Association of Online Publishers and Best Consumer Insights 2010 from the Market Research Society.   

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The research gave us insights which enabled us to:

• Measure a TV programme brand’s total cross media consumption: using a single source, validated against existing media research currencies 
• Understand the cross media choices consumers are making and, more importantly, why 
• Understand and quantify the benefits, beyond audience reach, cross platform distribution brings ITV, its audiences and its advertisers 
• Identify the opportunities for ITV to extend its reach, engagement of audiences and programming return on investment and what it needs to do to take advantage of these e research created immediate business impact and now forms a cornerstone in our multi-platform planning.