For years, television content providers have faced the challenge of keeping pace with an ever-evolving, media-savvy consumer base. Business objectives are increasingly difficult to address through traditional methodology design, and the recent growth of alternative ad models further complicate this challenge for researchers and marketers alike. While behavior-based databases help end users determine market opportunity, custom attitudinal research is needed to identify effective messaging and positioning. Historically, researchers have used these two approaches in tandem, yet independently, to learn as much as possible about the target consumer.

Fusion solution
Using an innovative research methodology, Nielsen worked with the SPEED network on an innovative audience study that uncovered both behavioral and attitudinal trends by integrating advanced analytics with database fusion. The rewarding results helped SPEED gain a better picture of their viewers and their programming preferences, thereby enabling them to refine messaging with more personalized communication to each segment group.

A three-phase approach was designed that yielded comprehensive audience profiles that was then used to guide development and marketing strategy for the network. Actionable results derived from “observed” versus “claimed” behavior delivered unique competitive advantages, which allowed the SPEED network to capitalize on two of their main objectives:

• Gain a richer understanding of viewers based on their attitudes, interests, and viewership behaviors; and
• Understand key areas for future programming growth and development.

Walk the talk
The integrated research process started with focus group learnings that were used to develop a segmentation survey that incorporated the language and brand attributes used by SPEED viewers. This research produced critical information used to design a consumer-focused survey. In this audience study, it was key to understand how viewers described, related to and consumed the SPEED brand. Several imagery exercises with male viewers were conducted in Nielsen’s Las Vegas research facilities. The focus groups revealed very specific language choices that may not have been identified if not for this qualitative phase. The language was then echoed in the survey to ensure that attribute lists and attitudinal statements were relevant and accurate.

The attitudinal survey was developed into a full online segmentation study in which viewers were classified across multiple dimensions - brand loyalty, genre avidity, technology use, etc. A section often found in traditional survey instruments that was strategically left out of this survey was “claimed viewership” of specific television programs. This is where the third element, known as fusion, takes effect. By fusing key “hooks” in the survey with Nielsen National People Meter (NPM) data, actual shows viewed by each segment were identified rather than depending on claimed viewership gleaned from a survey.

Revealing and rewarding insights
In July 2007, SPEED launched new programming that was geared towards the 18-34-year old male. Before the new programming was launched, however, results from the Nielsen Audience Study were presented to network executives who included the research, marketing and scheduling teams and also the network GM. The results validated some of their existing marketing strategies and revealed some new ones.

Through the research, it was learned that the SPEED audience is comprised of five distinct viewer segments. Each segment group has different demographic profiles, genre avidities and technology usage thresholds. When the segments were fused with NPM data, the segments that were driving viewership across programs and genre categories (racing, automotive, motorcycle, custom shop, etc.) were quickly identified.

Programming protocol
Five viewership categories were determined by the segmentation analysis: Ageless Race Enthusiasts, Young and Under the Hood, NASCAR Loyalists, Young Sports Fans and TV SPEEDsters. As a result of the research, the network was able to look at fused ratings data among these segments and gauge areas of potential programming growth as well as key marketing strategies.

Of the findings, it was determined that multiplatform marketing would be most effective among the Young Sports Fans segment because this group has the highest cross media consumption, yet goes to the channel for general race information versus actual race coverage. They are the least of the segments to exhibit brand loyalty and the growth opportunity among this group depends on the channel’s ability to serve as a utility channel that incorporates tickers (a “scrolling marqui” at the bottom of the screen) and sliders (information slides on, then fades out).

The Young and Under the Hood segment, however, is largely comprised of the same age group, but interestingly, this group has strong brand loyalty and wants programming that focuses on auto customization and engine technology. They are not averse to original programming such as PINKS, and as such, SPEED can expect their newly released show PINKS All Out to do particularly well among this segment group. This is one example of how segmentation and database fusion delivers powerful information to content providers as they launch new products, bring existing ones to maturity or are faced with the difficult decision to pull veteran shows off the air.

From fragmentation to hyper-fragmentation
It’s predicted that as more choices saturate the media and marketing landscape, content and products will experience a shorter and shorter shelf life and will rely on an extremely smaller subsection of their user or viewer base for survival. The more comprehensive, connected, 360-degree view of the consumer a marketer or media company has, including their attitudes and their core behavioral elements, the better positioned marketers will be.

The measurement challenge is a new one to the researcher. Strictly designing a research study or an analysis of behavioral data to address a singular issue is no longer enough - it’s designing that analysis in an integrated fashion that it critical. Through the launch of NielsenConnect and NielsenCombine, The Nielsen Company has demonstrated its dedication to providing this integration across internal and external research databases and client databases, which will offer actionable research to compete in today and tomorrow’s hyper-fragmented marketplace.