Social CMI: Viceland Audience Case Study
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Viceland Audience Case Study Finding the target audience CHARLOTTE VANG/ RESEARCH SERVICES
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Transcript of Social CMI: Viceland Audience Case Study
Viceland Audience Case StudyFinding the target audience
CHARLOTTE VANG/ RESEARCH SERVICES
Setting the scene
Setting the scene• Vice had recently launched a TV channel in the US
& next step was to launch it in the UK
Setting the scene• Vice had recently launched a TV channel in the US
& next step was to launch it in the UK• The client had an idea that their audience were
“millennials”
Setting the scene• Vice had recently launched a TV channel in the
US & next step was to launch it in the UK• The client had an idea that their audience were
“millennials”• Brandwatch set out to find out:
Setting the scene• Vice had recently launched a TV channel in the
US & next step was to launch it in the UK• The client had an idea that their audience were
“millennials”• Brandwatch set out to find:
• Who is the target viewer of the new channel and what interests them?
Setting the scene• Vice had recently launched a TV channel in the US
& next step was to launch it in the UK• The client had an idea that their audience were
“millennials”• Brandwatch set out to find:
• Who is the target viewer of the new channel and what interests them?
• Can we learn anything about how we best reach them?
Narrowing the search
Narrowing down the searchMillennials “21st Birthday next week!”
“Can’t believe I’m nearly 30”
“Student at Uni. Southampton”
“Moving out of my parents house”
Narrowing down the search
UK Vice ReadersShared links to Vice articles in past 6 months
Narrowing down the search
US Viceland ViewersShared Viceland content or
discussed the channel/shows since launch
Narrowing down the search
µ
UK general population benchmark
Narrowing down the search
?Potential UK
Viceland Viewers
Overlap/neighbouring behaviours & preferences of three related groups.
Differentiated from the general population.
Profiling the UK Viceland
viewer
Comparing the segmentsGeneral Public Millennials Vice ReadersPotential UK Viceland Viewers
On social, a UK Viceland viewer is more likely to…
General Public Millennials Vice Readers
Potential UK Viceland Viewers
…Be maleUK Viceland viewers are more likely to…
…Be male
UK millennials Vice Readers UK Viceland Viewers US
0%
20%
40%
60%
80%
100%
47%62% 66%
53%38% 34%
Male Female
…Be an older male
UK millennials Vice Readers UK Viceland Viewers US
0%
20%
40%
60%
80%
100%
47%62% 66%
53%38% 34%
Male Female
62%
38%
Older millennials (25-34)Younger millennials (16-24)
Age Bracket for UK Millennials engaging with Vice content
UK Viceland viewers are more likely to… …have more mainstream interests than the core Vice reader
Interest Millennials Vice readers
Sports 15% 12%Music 12% 12%
Family & Parenting 10% 6%Food & Drinks 8% 8%
Books 6% 9%Games 6% 5%
TV 8% 3%Fine arts 4% 6%Movies 5% 5%
Technology 2% 4%Politics 2% 7%
…have more mainstream interests than the core Vice reader
General
…have more mainstream interests than the core Vice reader
Millennials Vice readers
…Be interested in cult drama shows, but not as strongly as the core Vice reader.
UK Viceland viewers are more likely to…
53%
15%
28%
4%
General
Drama Entertainment Reality Shows Sitcom
56%
12%
28%
4%
Millennials62%12%
21%
5%
Vice Readers
…Be interested in cult drama shows, but not as strongly as the core Vice reader.
“ Guilty pleasure time #MIC #MadeInChelsea
@E4Chelsea @E4Tweets ”
“ Made in Chelsea has been my guilty pleasure
for a good few years now ”
“ Daughter and I are watching
#MadeInChelsea (our guilty pleasure) -
watching them dine. We're like 'fill up mi
plate nuh!’ ”
“ The guilty pleasure is back 😄 #LoveIsland ”
…Consider reality TV a guilty pleasure
…Share positive opinions of a TV show onlineUK Viceland viewers are more likely to…
…Share positive opinions of a TV show online
General negativi
ty22%
Millennial
negativity
21%
Vicenegativi
ty23%
…Share positive opinions of a TV show online
General positivit
y53%
Millennial
positivity
50%
Vice positivit
y43%
General negativi
ty22%
Millennial
negativity
21%
Vicenegativi
ty23%
…dual screen and to post online in anticipation of upcoming shows.
UK Viceland viewers are more likely to…
General Millennials Vice readers
0.0
1.0
2.0
3.0
4.0
5.0
6.0
1.0
5.6 5.2
Ratio of “watching” conversation
LIKE
LIH
OO
D T
O S
HAR
E O
NLI
NE
…dual screen and to post online in anticipation of upcoming shows.
General Millennials Vice readers
…dual screen and to post online in anticipation of upcoming shows.
Using the research
NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM
Potential strategies
On-screen pop-ups
On-screen pop-ups
Gaming programmes
Potential strategies
On-screen pop-ups
Focus messaging
Gaming programmes
Potential strategies
On-screen pop-ups
Gaming programmes
Focus messaging
Widen demographics
Potential strategies
Now you know
