Congratulations to the ITV Research Team!
On the 9th of June ITV picked up an Association of Online Publishers award for Research & Insight Project 2011 for "ITV's Got the X-Platform Factor"- beating off competition from Sky, CNN, News Intl & Yahoo amongst others. This the second award for this project having picked up the prestigious MRS New Consumer Insights Award in December.
The project was commissioned to determine the total number of possible touchpoints that an audience may have with a show like X Factor, with a view to understanding audience behaviour and motivations for cross-platform behaviour. Amongst other things, the study shows that audience engagement on digital media adds 17% unique reach to the X Factor brand across any week the show is on air.
In the research we also learned:
- Just how big a TV programme can be beyond the linear transmission, and the importance of digital media
- The journeys consumers take with a show across different platforms and media and how this changes across a day, week and a series
- That the secret to winning a bigger share of consumers’ finite media time is to focus on six core needs which can be delivered by technology, content and conversations
- Why all this is good news for ITV and advertisers
If you would like to get in touch with our research team, you can email them on commercialresearch@itv.com