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