Charlotte Vang & Peter Fairfax from the Brandwatch Research team will talk through two Audience Segmentation case study examples, drawing on the techniques demonstrated in the morning's sessions.
3. Setting the scene
• Vice had recently launched a TV channel in the US &
next step was to launch it in the UK
4. 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”
5. 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:
6. 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?
7. 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?
9. Narrowing down the search
Millennials
“21st Birthday next week!”
“Can’t believe I’m nearly 30”
“Student at Uni. Southampton”
“Moving out of my parents house”
10. Narrowing down the search
UK Vice Readers
Shared links to Vice articles in
past 6 months
11. Narrowing down the search
US Viceland Viewers
Shared Viceland content or discussed
the channel/shows since launch
13. Narrowing down the search
?
Potential UK
Viceland Viewers
Overlap/neighbouring
behaviours & preferences of
three related groups.
Differentiated from the general
population.
18. …Be male
47%
62% 66%
53%
38% 34%
0%
20%
40%
60%
80%
100%
UK millennials Vice Readers UK Viceland Viewers US
Male Female
19. …Be an older male
47%
62% 66%
53%
38% 34%
0%
20%
40%
60%
80%
100%
UK millennials Vice Readers UK Viceland Viewers US
Male Female
62%
38%
Older millennials (25-34)
Younger millennials (16-24)
Age Bracket for UK Millennials
engaging with Vice content
20. UK Viceland viewers are more likely to…
…have more mainstream interests than the core
Vice reader
21. 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
25. “ 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
27. …Share positive opinions of a TV show online
General
negativity
22%
Millennial
negativity
21%
Vice
negativity
23%
28. …Share positive opinions of a TV show online
General
positivity
53%
Millennial
positivity
50%
Vice
positivity
43%
General
negativity
22%
Millennial
negativity
21%
Vice
negativity
23%
29. …dual screen and to post online in anticipation of
upcoming shows.
UK Viceland viewers are more likely to…
Start off by saying: I’ll focus on the type of things we can learn from an audience and my colleague Peter will focus a little more on what sort of things we can then do with this information.
Remember: explain charts
Remember to stress the title
Whereas the Millennial group exhibited a 47/53 male to female split, the Vice readers displayed a male bias of 62% in the UK. This male skew was more pronounced among online authors engaging with Viceland conversation in the US, suggesting that males will also be more likely to engage with Viceland content in the UK.
Target (older) males specifically or consider how to widen out the demographics
Show less interest in hobbies that could be perceived as more intellectual, as compared with the core Vice reader, and be more interested in topics such as music, sports, health, fitness and gaming.
Whereas millennials and the general public were closely aligned in terms of genre preference, Vice readers were highly interested in high quality or cult dramas (GOT, House of Cards, Walking Dead). The UK Viceland viewer likely to be in the middle.
We can also see that Vice readers are less likely to talk about reality shows – could be an issue/ risk area
Combined sentiment across genres
Combined sentiment across genres
- Pop-ups on screen/owned social channel activity during the live showings of TV programmes could help to channel and amplify the existing tendency for this audience to dual screen.
Areas of broader interest for potential Viceland viewers are music, sports, gaming and fitness. As gaming could overlap with the interest in technology from the Vice reader, this could be an ideal area for potential expansion for Viceland programmes
- Avoid alienating the core Vice audience by limiting content aimed at this demographic to the more intellectual/cultural shows. If sharing content about some of the more light hearted shows consider using phrases such as “guilty pleasure”.
- Target (older) males specifically or consider how to widen out the demographics to appeal to a more female audience.