Audience Navigation & Break Retention

 

Do you do enough to keep your audiences within your portfolio?

Whilst working with broadcasters we have realised significant increases in advertising revenue, as a result of improving both break retention and audience navigation across their portfolios.

Our projects focus on two main areas:

  1. How to best utilise your navigational tools to keep audiences within your portfolio – both linear and digital.

  2. Micro analysis of your audiences across breaks to understand their actions and make recommendations to your schedule/break construction to improve audience retention.

Identifying the role for different navigational tools forms the foundation of a navigation strategy to retain audiences

Bug

Lower

Third

End Credit

Squeeze

Voice

Menu

Higher propensity to be seen/heard

1. Drive Consumption

MID

2. Retention within Portfolio

LOW

3. Engage & Enhance 

    Viewing Experience

LOW

MID

LOW

MID

HIGH

MID

HIGH

MID

HIGH

HIGH

HIGH

HIGH

LOW

Analysis of break data informs optimal schedule & break structure to maximise audience retention

Example of audience retention analysis for a variety of centre break lengths

80%

1-2 min

65%

2-3 min

62%

3-4 min

59%

4-5 min

46%

5-6 min

28%

6-7 min

Negative

Positive

Case study: Break and navigation

UK Multi-national pay network

Why

  • Channels suffering from lower than average break retention vs. competitors 

  • Ambitious commercial revenue targets compromised due to break performance  

  • Formulaic break structure, under utilisation of secondary events and little cross navigation

What

  • Formulation of a new breaks pattern and structure that improved viewer experience

  • Better use of navigational tools to help maximise retention, within channel and across portfolio

  • Internal processes improved to align content to new break strategy

  • 10% improvement in break retention, and positive impact on commercial revenue

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