Understanding BBC audiences to amplify impact across platforms

Challenge

Drama is as crucial for SVOD platforms as it is for linear TV. The BBC wants to amplify the impact of its dramas, such as through different forms of scheduling.


The BBC wanted to define a scheduling strategy of its program to improve the viewer journey and create greater value. They needed data and insights to understand viewing behaviours to maximise scale and reach, and optimise linear and on-demand viewing.

Approach

Kantar Media, as commissioned by BARB, provides data on people’s viewing habits and consumption behaviours, across all platforms and devices: whether that is linear or on demand.

Kantar Media’s cross-platform measurement delivers intelligent visibility across the entire consumer viewing journey, to enable media owners to optimise the performance of their programmes.

Insight

The viewing profile for the BBC’s drama is measured with granularity across time, platforms and devices.

The insights are key drivers in determining the best scheduling/split across platforms to reach consumers more effectively.

By opening up availability through a combination of linear, and on-demand opportunities, the BBC optimised audiences across platforms and gained better audience viewing figures, attracting new viewers.

Impact

For Killing Eve, the BBC combined linear and on-demand to drive viewing. Making the full series available on the first day of the broadcast contributed to the success of the series.

• Ahead of episode eight airing on BBC1, roughly 50% of viewing had already taken place.
• Before transmission, an audience of four million viewers had been reached.
• By episode eight, over 80% of the younger audience’s viewing had already taken place.
• After 6 months/one year, viewing continues to provide value.

The BBC presented insights from this case study, showing the importance of solid audience data, at a BARB event in 2020.