Remote Access: Understanding Gogglebox Britain

This case study describes how Channel 4, a UK TV channel, changed the way it invests in off-air marketing, following an extensive study of viewers' choices.

Remote Access: Understanding Gogglebox Britain

James Hamilton and Konrad CollaoChannel 4 Television and Craft

Summary

We're a nation of Goggleboxers: we love TV and watch nearly four hours of it every single day.

Channel 4 makes a multi-million pound investment in off-air marketing each year to ensure it brings as many viewers as possible to its award-winning content. This project was commissioned to help optimise that investment; to answer the question of how and why viewers pick one programme over another; and what can be done to nudge them away from the competition and towards Channel 4.

The research...

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