ITV’s Got the X-Platform Factor
ITV’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.
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
- The research created immediate business impact and now forms a cornerstone in our multi platform planning.
Please contact your sales representative for more information.