Life and Death Row: Love Triangle

A part of Creston Unlimited

Confidential: For research purposes only

Prepared for BBC by ICM Unlimited

Life and Death Row

June 2016

Confidential: For research purposes only 2

Agenda

Summary

View of content

The impact on the BBC brand

Actions taken

Appendix


Background / Research Design


How did the study work? A controlled study in which respondents were asked to watch one of three different content types

using different platforms

Long form: 1-hour episodes

(Life and Death Row)

Short form: 10-minute episodes

(Love Triangle) Long & short form

• 255 16-34 year olds were assigned to one of the three groups above. They could view additional

evidence at their own will

• Two-phase approach: (1) Recruitment screener survey assigning participants to watch specific

content; (2) Follow-up survey after watching content

• Long form participants were asked to watch 1 x 1-hour episode, Short form participants were

asked to watch at least 3x10-minute episodes, and Long & Short form participants were asked to

watch both

I would have never thought of

watching a programme in such a

way, but it was intriguing and made

me want to finish the whole case!! I

ended up watching all the

episodes.

(Short form,)


View of content


8.10 7.89 8.33

7.92 7.95 8.33 8.43

7.98 8.43

8.07 8.38

Total Male Female Long form Short form Long &Short form

Additionalevidence

Noadditionalevidence

BBC Threewebsite

iPlayerwebsite

iPlayerapp

Overall, content is very highly rated: particularly, amongst females, those in the Long &

Short form category, as well as those who had reviewed evidence

Q8. Overall, how would you rate the Life and Death Row content you viewed as part of this project? Please use a scale of 1 to 10, where 1 is ‘poor’ and 10 is ‘excellent’.

Base: All respondents (n=255)

Category Platform viewed Gender Additional evidence viewed

Content ratings (mean scores)

Significantly higher

0 - Poor

10 -

Excellent


Overall half of participants reviewed evidence, however a majority of them were

prompted to do so. Amongst those who weren’t prompted, one in six reviewed the

evidence, suggesting clearer signposting is required

48%

71% 16%

55% 40%

41% 52%

78% 47% 45%

All participants

All prompted to evidence

All not prompted to evidence

Male

Female

Short form

Long & Short form

BBC Three website

iPlayer website

iPlayer app

Yes Additional evidence viewed

Q7. As part of Life and Death Row: Love Triangle, additional evidence files from the case were made available on the BBC Three website. Did you go on to look at the additional evidence files, available

on the BBC Three website?

Base: Respondents who watched short form content (n=64) or long & short form content (115)

NAD = no additional evidence viewed, AD = additional evidence viewed

Significantly higher

Gender

Category

Platform

viewed

I liked that the evidence was offered, so

that you could read around the

situation at your own pace, however I

find it annoying to flip through the

evidence and I would personally only

watch the episodes. This might be

helped by allowing viewers to look

at/read/listen to the evidence one after

another, like a multimedia slide show, so

you don't have to keep clicking in and out

of different types of evidence.

(Long & Short form, iPlayer website, AD)

I couldn't find the additional evidence

files. There was no easy link to find

them that I could see. I was

disappointed as it was a cool sounding

idea. It reminded me of the original

Torchwood thing where they had a

fictional website for them with 'files' and

'messages' from the team.

(Short form, iPlayer app, NAD)


Additional evidence allowed for a more immersive experience, with the BBC Three

website being an unexpected destination for content

It felt like a refreshing

way to watch content

that I might not

otherwise have seen.

(Short form, iPlayer

app, NAD)

Q14. In what way do you feel more positive/negative about the BBC as a result of watching Life and Death Row?

Q15. Thinking about Life and Death Row: Love Triangle, where the content was a combination of episodes and additional evidence files, what do you think about the BBC creating this new type of long form

content, and why?


I think it can add another dimension

and adds to the immersion of the

programme. It gives you the chance to

look at additional information if you are

interested in the subject.

(Short form, iPlayer website, NAD)

The short form & additional evidence content added

a new dimension to broadcasting content

It's great. I am glad the way we watch TV is

always changing and evolving and this

seemed like another step forward. I like

that there is more to Life and Death Row

than just episodes.

(Long & Short form, iPlayer website, NAD)

I think it's a good idea. It

provides you with

more information and

gives you more of an

insight to the case.

(Long & Short form,

iPlayer website, AD)

It felt like I was watching Making a Murderer

on Netflix (which I love). I didn’t expect much

from BBC Three as it had gone online but

they still seem to be making good stuff.

(Short form, BBC Three website, AD)

Never watched

BBC Three

online before

but after viewing

this I plan to in

the future.

(Short form,

iPlayer app,

NAD)

The BBC Three website was an unexpected

destination for content


Content rates highly on all metrics. We’re starting to see the impact the content has

on the perceptions of the BBC, with 7 in 10 agreeing that LADR makes the BBC seem

more modern, particularly by those in the Long & Short form category

Q9. Please indicate to what extent, if at all, you agree or disagree with the following statements regarding BBC Three’s Life and Death Row. | Q14. In what way do you feel more positive/negative about

the BBC as a result of watching Life and Death Row? | Q15. Thinking about Life and Death Row: Love Triangle, where the content was a combination of episodes and additional evidence files, what do

you think about the BBC creating this new type of long form content, and why?

Base: All respondents (n=255). NAD = no additional evidence viewed, AD = additional evidence viewed

2% 6% 20%

18%

15%

9%

7%

44%

47%

49%

47%

33%

27%

29%

31%

38%

55%

Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree

Net:

Disagree

Net:

Agree

Agreement with the following statements

The content was thought-provoking

The content was memorable

The content felt fresh and new

The content was innovative

The content makes the BBC seem more

modern

88% 5%

86% 5%

76% 6%

71% 7%

80% 5%

I was surprised this

series was shown by

the BBC, as it is

cutting-edge and

would suit Channel 4.

(Short-form, iPlayer

website, AD)

Very interesting series, you can't stop after watching one

series as you want to watch more. Thought provoking

and full of suspense.

(Long & Short form, BBC Three and iPlayer website, AD)

It seems like an edgier type of programme that

the BBC wouldn't usually do.

(Short form, iPlayer website, NAD)

31% of those who strongly

agree were Long & Short form

category viewers vs. 19% who

were Short form only


Diving deeper into the perceptions, statements showed significant differences in

scores amongst the various groups, particularly in whether they found the content

innovative

Q9. Please indicate to what extent, if at all, you agree or disagree with the following statements regarding BBC Three’s Life and Death Row.


Gender Content seen Platform used Additional evidence

seen

Long & Short form

content

Females were significantly

more likely to find the

content: • Fresh and new

• Memorable

• Thought-provoking

In terms of the content

being innovative, there

were significant

differences between the

content groups Those who watched long form

only content were significantly

more likely to disagree with the

content being innovative, while

those who fell into the Long &

Short form category were

significantly more likely to agree

Those who watched the

content on the BBC

Three website were

significantly more likely

to agree that the content: • Felt fresh and new

• Made the BBC seem more

modern

• Was innovative

Also in terms of the

content being innovative,

there were differences

between those who viewed

additional evidence and

those who did not Those who viewed additional

evidence were significantly more

likely to agree with the content being

innovative than those who did not


Actions taken


Viewers engaged with content, talked to family and friends about it, and

searched for more information. A much smaller proportion shared or

created content online

Q10. Have you done any of the following as a result of watching Life and Death Row?


42%

22% 18% 15% 14% 16% 12% 11% 8% 8% 7% 8%

28%

31% 33%

20% 20% 17% 19% 18% 20% 17% 16% 13%

30%

47% 49% 66% 66% 67% 69% 71% 73% 75% 77% 80%

Talked about - withfriends/family face-to-face or over the

phone

Searched online formore informationbeyond the BBC

website

Searched online formore information

on the BBC website

Talked about - withsomeone via

message or email

Followed the BBCon social media

Liked the BBC onsocial media

Liked BBC Threeon social media

Followed BBCThree on social

media

Shared contentabout the series on

social media

Posted /commented about

social media

Shared contentabout the series

online

Posted /commented online

I haven't done this, and don't plan to I haven't done this, but I plan to I have done this

Reach: 70% 53% 51% 34% 34% 33% 31% 29% 27% 25% 23% 20%

Action taken as a result of watching Life and Death Row


The platform used, content seen, and whether respondents saw additional evidence

played a key part in engagement and actions taken

Q10. Have you done any of the following as a result of watching Life and Death Row?

Base: All respondents (255)

Gender Content seen Platform used Additional evidence seen

Long & Short form

content

• Females: significantly more likely

to discuss the content with

friends/family over the

phone/face-to-face

• But males significantly more

likely to engage and share online

(posting/ commenting on social

media, liking and following BBC

Three on social media)

Long & short content viewers were

significantly more likely to engage

on a number of levels: • Discuss the series with friends/family

(off- and online)

• Post/comment on social media

• Search for more information on the BBC

website

• Like BBC on social media

On the flip side, long form only

viewers were significantly more

likely NOT to share content on social

media, with a similar stance for

short form only viewers sharing

content online

BBC Three website users more likely

to engage and take action: • Post/comment on social media

• Search for more information on the BBC

website

Viewing additional evidence was a

big factor in encouraging

engagement as a result of watching

the series – people who fell into this

category were significantly more

likely to: • Discuss the series with friends/family

(off- and online)

• Post/comment/share information about

the series online and on social media

• Search for more information

• Follow BBC Three, BBC and like the

latter


The impact on the BBC brand


7.40

6.68

7.72 7.73

7.76 7.51

8.16 8.02

The BBC BBC Three BBC iPlayer BBC Online

Overall brand impression – Mean before and after favourability scores

Before After

Overall brand impression scores increased significantly across all four BBC brands

(Before / Screener survey – S6; After / Follow-up survey – Q16) What is your overall impression of the following BBC Brands? What is your overall impression of the following BBC brands? Please use a scale

of 1 to 10, where 1 is ‘extremely unfavourable’ and 10 is ‘extremely favourable’?

Base: All respondents (n=255). Mean scores shown.

Most marked increase

seen in BBC Three

scores

BBC iPlayer and

BBC Online started with relatively

high scores

BBC online & BBC iPlayer generate highest favourability scores before and after watching the LADR content

1 –

Extremely

unfavourable

10 –

Extremely

favourable


BBC online & BBC iPlayer favourability scores increased across all content forms.

Short form content on its own didn’t fair as well as Long form or a combination

of both



Score uplift was driven by those using iPlayer app or website, rather than content type or whether they viewed additional evidence

95% confidence interval

sig testing ` Long form Short form Long & short

form

Additional

evidence

No additional

evidence

The BBC Before 7.4 7.0 7.6 7.6 7.2

After 7.8 7.3 8.0 7.8 7.7

BBC Three Before 6.8 6.2 6.9 6.6 6.6

After 7.4 7.2 7.7 7.6 7.4

BBC iPlayer Before 7.6 7.5 7.9 7.8 7.7

After 8.1 7.9 8.3 8.3 8.1

BBC Online Before 7.7 7.5 7.8 7.9 7.5

After 8.0 7.7 8.1 8.1 7.9

Overall brand impression – Mean before and after favourability scores

Short form: While scores of platform brands BBC Three and

iPlayer increased significantly, favourability scores of the

overall BBC brand did not increase significantly


Furthermore, three out of five report that they feel more positive about the BBC as a

result of watching the content. While still very positive, those watching LADR on

iPlayer website are less likely to report a positive shift

5%

40% 39% 40% 42% 26%

44% 42% 37% 30%

43% 30%

43% 57%

40% 41% 51%

37% 47% 44%

54%

41%

47%

15% 4% 17% 14% 18% 15% 9%

17% 16% 13% 21%

Total 16-24 25-34 White BAME Long form Shortform

Long &short form

BBCThree

website

iPlayerwebsite

iPlayerapp

A lot more positive Slightly more positive No changes in feelings either way Slightly more negative A lot more negative Don't know

Net:

positive 58% 52% 56% 62% 70% 55% 68%

Q13. Would you say you feel more positive or negative towards the BBC as a result of watching Life and Death Row?

Base: All respondents (n=255) 16-24 (n=46*), 25-34 (n=209), White (n=215), BAME (n=39*), short form (n=73*), long form (m=64*), long & short form (n=115), BBC Three website (n=37*), iPlayer

website (n=187), iPlayer app (n=53*) *Caution: Low base sizes

Feelings towards the BBC as a result of watching LADR

61% 57% 56% 69%

Significantly lower


8% 13% 22%

15%

17%

11%

31%

34%

38%

47%

25%

46%

42%

39%


The BBC as a whole is perceived in a very positive way; a vast majority are

glad that the BBC exists, and that it also provides online services

Q11. To what extent do you agree or disagree with the following statements about the BBC as a whole?


Net: Agree Net: Disagree

86% 2%

80% 2%

80% 5%

56% 21%

Agreement with the following statements

The BBC produces great

programmes on factual subjects

I'm glad the BBC provides online

services as well as TV and radio

I'm glad the BBC exists

The BBC licence fee is

good value for money

Over half also agree that the licence fee is good value for money, with one in five disagreeing


3%

17%

19%

46%

55%

41%

45%

28%

40%

The BBC produces great programmes on factual subjects

2%

2%

2%

1%

11%

22%

21%

39%

42%

34%

45%

34%

44%

I’m glad the BBC provides online services as well as TV and radio

Those watching Long & Short content were significantly more likely to

agree with three of the statements

3%

5%

3%

10%

16%

23%

34%

36%

33%

52%

42%

40%

I’m glad the BBC exists

5%

13%

8%

10%

19%

12%

23%

19%

23%

30%

31%

33%

30%

19%

21%

The BBC licence fee is good value for money


Net: agree

78%

77%

84%

Net: agree

73%

78%

86%

Net: agree

81%

83%

91%

Q11. To what extent do you agree or disagree with the following statements about the BBC as a whole?

Base: short form (n=73*), long form (m=64*), long & short form (n=115) *Caution: Low base sizes

Net: agree

53%

50%

61%

Agreement with the following statements by group

Significantly lower Significantly higher

Long form

Short form

Long & short

form

Long form

Short form

Long & short

form

Over a quarter (28%) of Short form group agree that the BBC produces great programmes on factual subjects –

significantly fewer when compared to other two groups


Participants were open to new formats and understood BBC’s need to do so,

to innovate and evolve

I think the BBC is keeping up with the trends of the 21st

century – more people are accessing content digitally so

it’s the right move to capture more members of the public

to be interested in the BBC and what it has to offer.

(Female, 30, Long & Short form, iPlayer website, NAD)

[The BBC] are trying to find innovative ways to present the channel using the available

resources. People aren't just watching programmes on a regular TV anymore. They are

watching it on computers, tablet and smart TVs and they have access to more

information than ever before – so mixed programming like this, or programming with

additional digital features such as the evidence files made available on the website for

the L&DR:LT series makes sense.

(Male, 32, Long & Short form, iPlayer website, NAD)

It's great. I am glad the way we watch TV is always

changing and evolving and this seemed like another step

forward. I like that there is more to Life and Death

Row than just episodes.

(Female, 33, Long & Short form, iPlayer website, NAD)

I'll be honest, I enjoyed the main programme, but I wasn't fussed on these Love Triangle bits,

I think they're aimed at a younger audience - I could see teens finding this interesting but

I didn't really get it - guess they're doing it to keep younger viewers watching.

(Male, 32, Long & Short form, BBC Three website, AD)

Q15. Thinking about Life and Death Row: Love Triangle, where the content was a combination of episodes and additional evidence files, what do you think about the BBC creating this new type of long form

content, and why?



Conclusions


Conclusions

The immersive

experience in the Long

& Short form content “It is good as it allows you to

get more involved with the

programme. It also allows

[the BBC] to deliver extra

content which they couldn't

deliver 'over the air’.” (Long and Short form,

iPlayer app, AD)

The availability of

additional evidence on

the BBC Three

website “Good idea. After a program

you like you always tend to

want to search for more

information, great you can

do it within the website.” (Long & Short form, iPlayer website,

NAD)

These factors

contributed to higher

scores across the board,

as well as higher

engagement and

increased likelihood of

actions taken

Three key drivers – other than content – increasing scores

What

worked well

What worked

less well

Rather than on its own,

Short form content,

performed better in

combination with Long

form content or

alongside additional

evidence

Signposting and call

to action to the BBC

Three website /

additional evidence

Make all materials related

to Short form content

easily accessible to add

to the overall experience

& engagement


Content rating

Content scores were high

overall, and the Long score of

7.92 is on par with the Short

form content score of 7.95,

but significantly lower than the

Long & Short form group

(8.33)

Content

perceptions

Those who watched

Long form only content

were significantly more

likely to disagree that the

content was innovative

Perceptions of BBC While perceptions scores were

high overall, scores amongst the

Long form group were

significantly lower that the Long

& Short form group, particularly in

terms of:

• Being glad that the BBC

exists (73% vs 86%)

• Agreeing that the BBC

produces great programmes

about factual subjects (81% vs

91%)

Engaging with the

BBC brand

Long form only viewers

were significantly less

likely to “like” content on

social media than those in

the Long & Short form group

Favourability of

BBC

A significant increase in

favourability scores for the

BBC, BBC Three and iPlayer.

Scores generated were higher

than those among Short form

group, but lower when

compared to the Long & Short

form group

Favourability of

BBC Significant uplift of BBC Three

and BBC iPlayer scores, but

not the BBC overall.

Overall lowest favourability

scores across all four BBC

brands

Engaging with the

BBC brand

Short form only

viewers were also

significantly less likely

to talk about content

with friends or family

Perceptions of

BBC

83% agreed that the BBC


about factual subjects – this

was significantly lower than

scores from the Long & Short

group (91%)

Content rating

Content scores were high

overall, with the Short form

group giving a mean score of

7.95, on par with Long form

group (7.92), but significantly

lower than Long & Short form

group (8.33)

Content

perceptions

Short form only viewers were

more likely to consider the

content innovative when

compared to Long form only,

however those who watched

Long & Short form content

were significantly more likely

to agree that content was

innovative

Lo

ng

fo

rm

(Lif

e a

nd

Dea

th R

ow

)

Sh

ort

fo

rm e

pis

od

es

(Lif

e a

nd

Dea

th R

ow

)

Sum

mary

– L

ong &

Short

form

/ A

dditio

nal e

vid

ence

Viewing L&DR across a combination of long & short form content

resulted in better results than when viewed in their own silos


Experiencing the L&DR brand in a multi-faceted way amplified people’s

perceptions of the BBC and enables greater social media engagement

Content rating

Significantly highest

content rating score (8.33)

Content

perceptions

Most likely to agree that that

content was innovative and

that the content makes the

BBC look more modern

Engaging with the

BBC brand

Long & Short form content viewers

were significantly more likely

to engage on a number of levels:

• Discuss the series with

friends/family (off- and online)

• Search for more

information on the BBC

website

• Like BBC on social

media

Perceptions of BBC 86% of those in the Long &

Short form group agreed that

they were glad that the BBC

exists – this figure was

significantly higher than that of

the Long form group.

91% agreed that the BBC


about factual subjects – this

figure was significantly higher

than that of the Long form and

Short form groups

Favourability of

BBC

A significant increase in

favourability scores for

the BBC, BBC Three and

iPlayer.

Scores generated were higher

than those among Long form

and Short form only groups

Content rating

Those who watched additional

evidence gave significantly

higher content rating scores

(8.43 mean vs. 7.98 for those

who didn’t review the

evidence)

Content

perceptions

They were also more likely to

agree that the content was

innovative (85% vs 74%)

Engaging with the

BBC brand

Significantly more likely to

engage on a number of levels:

• Discuss the series with

friends/family (off- and online)

• Post/comment on social

media

• Share content about the

series

• Search for more information

on and off the BBC website

• Like BBC and BBC Three on

social media

Perceptions of

BBC

74% of those who reviewed

additional evidence agreed

that BBC Three was for

people like them –

significantly higher than those

who didn’t

Favourability of

BBC

The highest leap in before

and after favourability scores

amongst those who reviewed

additional evidence were for

BBC Three

Sh

ort

& L

on

g f

orm

A

dd

itio

na

l e

vid

en

ce

Sum

mary

– L

ong &

Short

form

/ A

dditi

onal e

vidence


Appendix


7.40 7.42

6.95

7.65 7.59

7.21

7.49 7.36

7.83 7.76 7.81

7.25

8.00 7.79

7.68 7.70 7.71

8.19

6.00

6.50

7.00

7.50

8.00

8.50

9.00

The BBC

Before After

6.68 6.79

6.15

6.92

6.63 6.64 6.47

6.60

7.34 7.51

7.38 7.23

7.71 7.64 7.43

7.67

7.36

7.96

6.00

6.50

7.00

7.50

8.00

8.50

9.00

BBC Three

Before After

Overall brand impression scores: Before / After





7.72 7.58 7.51

7.88 7.84 7.66

7.94

7.56 7.69

8.16 8.10 7.87

8.34 8.30 8.07

8.36

8.07

8.44

6.00

6.50

7.00

7.50

8.00

8.50

9.00

BBC iPlayer

Before After

7.73 7.72 7.52

7.83 7.93

7.51

8.03

7.60

8.02 8.02 8.03

7.74

8.12 8.07 7.90

8.06 7.99

8.20

6.00

6.50

7.00

7.50

8.00

8.50

9.00

BBC Online

Before After

Overall brand impression scores: Before / After




Life and Death Row: Love Triangle

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