Broadcast research
Investigating how and why programmes work
The Broadcast Research department provides a research input into each stage of the broadcast process, from programme conception all the way to transmission. Using our in-depth knowledge of viewer behaviour, we advise on the commissioning and scheduling of ITV1, and also on channel strategy. We also provide all reporting on programme and channel performance.
Below is a selection of the projects we have recently worked on, or are currently engaged with.
Viewer Choice In A Fragmented Viewing Landscape
The viewing landscape is becoming increasingly fragmented. Sky, Freeview and cable have significant penetration, offering people an abundance of channels. An increasing proportion of the viewing audience now has access to a much wider range of TV channels than in the past. For the viewer, the growth in new channels, rather than happening in discrete, single increments as it did in the past with Channel 4 and five, now occurs in multiples.
All channels are finding it increasingly difficult to launch new series. Even high-quality programming, especially relative to offerings on the satellite channels, sometimes fails even to attract viewers to the launch programme.
One theory is that viewers are becoming more risk-averse in their viewing. Increases in the number, quality, recognition and availability of programming available on the abundance of satellite channels has contributed to people more often playing safe with the familiar. Viewers also appear not to be as willing to invest their time in serial events. This may be a reflection of the fact that people are becoming more time-harried, and free time is often a valuable commodity.
New programmes play a vital role in retaining audience share. Experience has shown that the first episode is critical in establishing a new series (a view supported by viewers’ attitudes and behaviour identified in this research). The risk attached to launching a new programme can make it tempting to rely on existing series, rather than commissioning new ones; however, this is arguably only a short-term solution to the problem.
Understanding current viewing selection behaviour is the key both to identifying underlying attitudes and to maximising the opportunity for new programmes. The goal of this research was to help commissioning editors identify which proposed programmes have the best chance of 'cutting through' with our audience, and how those programmes can best be promoted to ensure that their potential appeal is maximised.
Viewer Moods And Programme Needs For Specific ITV Schedule Slots
This project examines viewer moods and needs, audiences to target, ratings expectations, historical programme performances, competition and genre mix, and general broadcast guidelines. It also includes a distillation of the many various research studies we have conducted over the years on specific dayparts.
UK Entertainment Insight Study
The world of television entertainment doesn’t stand still and our aim is to lead this dynamic genre. To ensure that we continue to be the UK’s number one entertainment channel, we have commissioned an extensive qualitative study covering current viewer expectations of television entertainment and their demands on a Saturday night. The study will also explore viewers’ opinions on the evolving formats such as reality, strips, events, etc, as well as their attitudes to the ever-growing cult of celebrity.
Programme Appreciation Study
Each year we conduct an extensive programme appreciation study where we ask a representative cross-section of the UK public to describe their relationships with current TV programmes. From this information we can evaluate programme trends and assess which of our programmes, and our competitors’, are most engaging. This gives us another layer of understanding of the television market, beyond the BARB viewing figures. We also use this information to aid our commissioning and scheduling decisions.
Programme Pilot and Concept Testing
We have recently been honing our pilot and concept testing research methods and have explored several techniques used by advertising agencies for new product development.
Factual Programming Review
We have completed a full review of the UK factual programming market, examining the strengths and weaknesses of various programmes and concepts, as well as current trends. This analysis has provided us with an insight into how we can make our factual programming more popular by ensuring that we connect with our viewers, and that we are both informative and entertaining.
For more information about any of the above, as well as other ongoing broadcast research projects, email commercialresearch@itv.com