Channel 4 and ITV
How many viewers are behind a view?
We joined forces with Channel 4 and ITV to deliver the most comprehensive exploration of BVOD (broadcaster video on demand) viewing behaviours and its impact on advertising effectiveness ever conducted. The approach was unique as it was the first time broadcasters had combined their extensive 1st party data.
We weaved this data with: a) BARB and b) information collected from a nationwide 2 week viewing diary. Following a deft bit of probabilistic modelling we delivered key insights that have been shared at over 40 agency presentations and not one, but two launch events. If you didn’t make it to any of those sessions then here are the three big takeaways:
- BVOD delivers a congruent viewing experience to linear TV with more viewers watching in the living room on the big screen
- BVOD is far from being single-person viewing which means that advertisers are getting a lot more than they are paying for, typically 1.6 viewers per view on average across all platforms
- By combining BVOD with linear, brands can significantly increase the effectiveness of their campaigns with impressive uplifts on metrics such as affinity, perceptions, talkability and purchase intent
The study scooped two awards at MRG 2018 (including overall Grand Prix winner). The study’s sponsors were pleased with it too:
“This ground-breaking study proves that brands can benefit massively by combining linear and BVOD in their media plans.”
Simon Daglish, Deputy Managing Director, ITV
“This is a pioneering piece of research, where the UK’s two biggest broadcasters have worked together to prove the effectiveness of BVOD.”
Jonathan Lewis, Head of Digital & Partnership Innovation at Channel 4