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:
How to best utilise your navigational tools to keep audiences within your portfolio – both linear and digital.
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
Higher propensity to be seen/heard
1. Drive Consumption
2. Retention within Portfolio
3. Engage & Enhance
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
Case study: Break and navigation
UK Multi-national pay network
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
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