What was the business issue?
A TV network sought to better understand its viewers’ behaviors during program breaks.
How did M&ES help?
M&ES conducted a series of ethnographies across four markets to observe viewers in their natural environment. This program of research:
- Identified four distinct viewing patterns, based on personality and environment
- Determined key elements of breaks (bumper-in, bumper-out, length, format, etc.) that impact channel-switching behavior
- Established the relative importance of audio vs. video in break messaging
- Identified language used by the network that was entirely misunderstood by viewers
- Examined the confusion surrounding the use of program blocks within the channel lineup
- Determined the impact of other media (most notably online) on viewing habits
- Explored the influence of delayed viewing on behavior
The client reconsidered all aspects of its breaks (timing, length, content, etc.) and developed promotional interstitials that reflected the new research-driven guidelines.
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