Broadcaster Sky has developed a new approach to audience segmentation, with associated promotional imagery now based on guidelines derived from semiotic analysis.

Why it matters

Sky’s approach to segmenting audiences and promoting new programming had long been based primarily on the tech people used, but viewers’ telecom preferences say little or nothing about content preferences. Extensive research can establish what those are and segment accordingly, but it’s then also necessary to understand the promotional imagery that will best draw in the target audiences to the content being produced.

Takeaways

• People were grouped according to the type of content they liked...