Are you too reliant upon your heavy viewers?

We recently completed some viewer analysis that highlighted that for some channels

90% of Total Viewing was from just a third of their viewers!

These channels should be applauded for having such loyal heavy viewers and that will bring them success in the short term, but this can be a concern in the long term.

Identifying their lighter viewers, including when and what content these lighter viewers consume is critical insight that can help evolve your promotional strategy to ensure a wider viewer base for future success. Plus this analysis is not just limited to linear channels.

Could this type of analysis help inform your TV marketing?