Case Study 1 – TV Break Structure Exploration

Client’s Objective:

• The client sought to better understand its viewers’ behaviors during program breaks

Our Impact:

• M&ES provided key insights into viewers’ habits, transcending the basic research objectives and uncovering a range of opportunities to better connect with viewers

Research Solutions:

• Ethnographies: Two-and-a-half-hour, in-home sessions were conducted to observe viewers in their natural environment
• Identified four distinct viewing patterns, based on personality and environment
• Determined key elements of breaks (bumper-in, bumper-out, length, format, etc.) that impact channel-switching behavior
• Established the relative importance of audio vs. video in break messaging
• Identified language used by the network that was entirely misunderstood by viewers
• Examined the confusion surrounding the use of program blocks within the channel lineup
• Determined the impact of other media (most notably online) on viewing habits
• Explored the influence of DVRs on viewer behavior

End Result:

• The client reconsidered all aspects of its breaks (timing, length, content, etc.) and developed promotional interstitials that reflect the new research-driven guidelines