Channel 4 – Segment Growth Titles

In early 2021, Channel 4 wanted to investigate a number of returning series with the aim of growing audiences in key demographics and viewer segments.

To meet objectives, we ran a number of online surveys with nationally representative samples and a boost of viewers of each show to get to the bottom of what was driving people to tune in. With both viewers and non-viewers, we explored everything from viewing behaviour to motivations and barriers to tuning in, affinity with shows, perceptions, and response to current trailers.

Each survey was also overlayed with Channel 4’s audience segmentation algorithm, which allowed us to analyse the variation in preferences for each audience group to inform creative briefing on a more granular level. For each title, we created a full insights report and shared the findings in a debrief to a number of stakeholders in C4’s audience’s insights and marketing teams. Channel 4 have paired our insight with BARB data to inform 4Creative’s strategy for growing audiences for each title.

DRG have a great long term partnership with Channel 4, to find out more about our work with Channel 4 click here!

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