The Power of Audience Intimacy

Throughout the years TV has accumulated valuable audience data This is often an untapped resource though as many networks fail to leverage the power found in their proprietary data what their audience is watching who they are what other shows they watch and how they watch it With access to so much information networks have the ability to develop deep layered profiles of their audiences and garner a complex understanding of what works to increase viewership and loyalty and what doesnamp8217t Networks that focus on creating an intimate audience comprehension can translate that knowledge to positively impact and ultimately maximize a range of business decisionsThere are several usecases for such audience comprehension and application of this knowledge is relevant to almost all aspects of the television business Shows that have been wildly successful such as amp8220Breaking Badamp8221 have embraced data in such ways and as a result have reaped a wealth of returnThere are numerous examples of how an intimate understanding of an audience can power business decisionsDemonstrating audience value to potential advertisersThe most obvious usecase for understanding a networkamp8217s audience is the ad sales process With a solid comprehension of who is tuning into programming ad sales teams can better articulate to advertisers the value of their inventory through its ability to effectively reach a particular audience Networks that fully embrace data have strategically strengthened their role in this relationship by offering advertisers additional insights into their target audience This information can be used to suggest a complimenting media plan with a range of inventory that best serves the advertiseramp8217s needsAttracting additional audiences for showsFor any advertiser audience data is important information when developing an advertising campaign A networkamp8217s own advertising process is no different With a deeper comprehension of the nuances of a particular showamp8217s audience a network can better identify other opportunities to engage with a similar audience For instance understanding any internetwork overlap is helpful for crossshow promotion and commercial placement within a networkamp8217s own available inventory Alternatively this information can help identify external advertising buys from other TV networks to billboards and digital adsIdentifying distribution partnersSyndication and distribution are increasingly important components of any television business A granular comprehension of a networkamp8217s current audience is useful knowledge to reference when assessing potential distribution partners If for example a network can pinpoint the profile of a particular showamp8217s amp8220super fanamp8221 then it can look to external partners that reach a similar consumer profile Looking to partners that serve an audience similar to a networkamp8217s will help identify the most beneficial relationshipCreating compelling programmingAnswering the question of why people like what they like is difficult Ratings can only go so far to illustrate an audienceamp8217s preferences But by combining ratings proprietary audience data and other behavioral data like transportation preferences or civic engagement a network can better understand what content inspires some audiences to be casual viewers and others amp8220super fansamp8221Competition for viewership is higher and more diverse than ever But with so much information now available the answer to amp8220what is working and whyamp8221 is no longer speculation Looking internally to assess where success has already been achieved is the greatest recipe for attracting more of what works As the television industry continues to fight to maintain its dominant role within the media ecosystem gaining an intimate audience comprehension can be the best investment any media company can makeThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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The Power of Audience Intimacy

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Renee Sieli

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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The Power of Audience Intimacy

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Renee Sieli

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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