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:
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How to best utilise your navigational tools to keep audiences within your portfolio – both linear and digital.
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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
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Ambitious commercial revenue targets compromised due to break performance
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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
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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