Download - Social CMI: Viceland Audience Case Study
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Viceland Audience Case StudyFinding the target audience
CHARLOTTE VANG/ RESEARCH SERVICES
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Setting the scene
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Setting the scene• Vice had recently launched a TV channel in the US
& next step was to launch it in the UK
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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”
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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:
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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?
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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?
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Narrowing the search
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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”
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Narrowing down the search
UK Vice ReadersShared links to Vice articles in past 6 months
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Narrowing down the search
US Viceland ViewersShared Viceland content or
discussed the channel/shows since launch
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Narrowing down the search
µ
UK general population benchmark
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Narrowing down the search
?Potential UK
Viceland Viewers
Overlap/neighbouring behaviours & preferences of three related groups.
Differentiated from the general population.
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Profiling the UK Viceland
viewer
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Comparing the segmentsGeneral Public Millennials Vice ReadersPotential UK Viceland Viewers
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On social, a UK Viceland viewer is more likely to…
General Public Millennials Vice Readers
Potential UK Viceland Viewers
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…Be maleUK Viceland viewers are more likely to…
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…Be male
UK millennials Vice Readers UK Viceland Viewers US
0%
20%
40%
60%
80%
100%
47%62% 66%
53%38% 34%
Male Female
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…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
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UK Viceland viewers are more likely to… …have more mainstream interests than the core Vice reader
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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
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General
…have more mainstream interests than the core Vice reader
Millennials Vice readers
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…Be interested in cult drama shows, but not as strongly as the core Vice reader.
UK Viceland viewers are more likely to…
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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.
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“ 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
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…Share positive opinions of a TV show onlineUK Viceland viewers are more likely to…
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…Share positive opinions of a TV show online
General negativi
ty22%
Millennial
negativity
21%
Vicenegativi
ty23%
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…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%
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…dual screen and to post online in anticipation of upcoming shows.
UK Viceland viewers are more likely to…
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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.
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General Millennials Vice readers
…dual screen and to post online in anticipation of upcoming shows.
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Using the research
NOW YOU KNOW | #NYKCONF
BRANDWATCH.COM
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Potential strategies
On-screen pop-ups
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On-screen pop-ups
Gaming programmes
Potential strategies
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On-screen pop-ups
Focus messaging
Gaming programmes
Potential strategies
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On-screen pop-ups
Gaming programmes
Focus messaging
Widen demographics
Potential strategies
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Now you know