Media research: TV viewers' data drive

Sue Gray
Channel 4

Channel 4's viewer-centric database, matches viewing data with viewers' purchasing behaviour and exposure to advertising.

By 2020, it is predicted that two-thirds of all audiovisual consumption will be via connected devices (Oliver & Ohlbaum). This transition in viewing technology has profound implications for the viewer, the broadcaster and the relationship between them. The traditional TV advertising model is being challenged, as TV audiences increasingly consume content on-demand and fragment across viewing platforms. However, connected viewing (and its return path data) presents broadcasters with key strategic opportunities: the opportunity to develop closer two-way relationships with audiences; to stimulate incremental viewing and to create new revenue generating opportunities.

This is pertinent to a broadcaster like Channel 4. We are a UK publicly-owned, commercially-funded, not-for-profit public service broadcaster with a remit to be innovative, experimental and distinctive.