Know-How Exchange : Research/Metrics

Thanks for this; over my 4 years of making this programme, ad agency comments seem to have implied that a 1% response would be high for any TV show promotion, that's all I'm working on really.

The problem is that I've only ever had guesstimates to work on, mainly from the broadcaster and from agency sources, which have indicated an audience of around 150K per edition (8 showings over 2 weeks). A 1% return would give me an audience of 270K over my period of showing, and maybe that is the right figure.

The broadcaster had a BARB test month in January, which gave serious spikes against his average audience, and say he'll be paying for BARB on a full-time basis soon, which I imagine may answer my question - but maybe not!

Sorry, my number was based on my viewing calculation - 340 responses from 1 showing, and the programme is always shown 8 times over 2 weeks, and the responses usually average a fairly level rate over the showings.

In this instance, and most of the time on this show, I do nothing with the responses other tan pass them on to the prize supplier, who may then mailshot them once as the "price" of entry.

My main interest in my question was to see if people here had very clear views about viewer response numbers and percentages, or maybe not.

Hi, Ryan,

Essentially, I'm trying to get a better handle on our audience because we are coming up to a change of sponsor - and having some kind of sensible guess as to our overall audience size is pretty important.

If I have an estimate that seems fair and reasonable to me I can talk about it - I am very against making silly or unrealistic claims.

Hi Chris,

While it may not provide the exact figures you are looking for in demonstrating exact viewership to a prospective sponsor, you may consider the following as a way of further bolstering the brand they are backing.

Having a website in support of the show (which you may already have) would be an excellent way of doing several things:

1. Capturing audience attention in periods outside of showings, and allowing for interaction with the fan base, as well as another medium for sponsor recognition.

2. Viewer registration for communications (episode guides, transcripts, follow up articles, newsletters, prize draws). By registering you can offer them the benefit of being automatically registered in subsequent prize drawings (you will want to reconfirm participation with an email once or twice a year, if you aren't sending any other communications).

3. Unlike television, the web provides an accurate capture of traffic to the site, which will allow you to show potential sponsors realistic figures.

This plan can obviously be fleshed out further, and I am happy to do so in private.

Kind regards,

Ryan

Ryan Rutan
Branding Brainiac

Thanks for these kind answers - sorry I haven't been around for a while - had some family illness to contend with.