Skip to Content

Content testing research

Helping broadcasters, channels and content distributors refine their content mix, and best engage audiences to drive content value, engagement, and strategy.

Our Approach

The battle is on to deliver content that keeps viewers coming back for more. Whilst linear TV may be on the decline, broadcasters and streaming networks are going head-to-head to give consumers access to the content they want, whenever and wherever they like.

With an ever-increasing number of streaming platforms, getting content out there and recognised as the next must watch blockbuster is a real challenge. Our research helps drive the launch of new TV channels across the world.

Content measurement is no longer simply about ‘did they watch’. We capture viewer engagement by understanding the emotional connection of channel content; providing broadcasters and content producers with the insight to refine content mix and best engage audiences.

Research Benefits

Our approach enables us to isolate the individual impact of different content to:

Understand programme value

Determine the value of specific programmes to aid in carriage negotiations, sponsorship, and ad sale opportunities.

Drive brand value

Identify content that both enhances a channel brand, but also ensures that the channel fulfils the audience need states and connects with viewers.

Maximising audience interest and reach

Ensure that content delivers the optimal mix of talkability, channel affinity and stand out and is distributed across the right platforms to drive unique reach and engagement.

How it works

We know that measuring content value is important to drive continued viewer engagement. The greater the engagement, the more viewers will continue to come back to the channel for more. That’s why we’ve worked with broadcasters to develop a framework for capturing content value which includes:

01

Establishing context

Explore viewing behaviour, need states and reach

02

Channel/platform:

Measure satisfaction, advocacy and key brand metrics of overall channel or platform

03

Content touch points

identify which content audiences have viewed to isolate unique reach

04

Content diagnostics

gage what audiences thought of the content

Research Methods

Lorum Ispum

Lorum Ispum

Lorum Ispum

Lorum Ispum

"I wouldn't hesitate to recommend the team at Savanta. They combine professionalism and proactivity with an ongoing desire to learn about and add value to Sainsbury's via a wide range of research projects and programmes"

Sainsburys Head of Insight

"I wouldn't hesitate to recommend the team at Savanta. They combine professionalism and proactivity with an ongoing desire to learn about and add value to Sainsbury's via a wide range of research projects and programmes"

Sainsburys Head of Insight
Featured Report
Grocery Eye Q3 2024
The Grocery Eye is a quarterly report produced by Savanta to track attitudes and behaviours in the grocery sector, helping our clients to better understand their market and audiences.
Learn More
Principles for packaging success
Packaging design and messaging play a key role in how consumers engage with your brand. With purchase decision-making often driven in store and at fixture, optimising your packaging design to ensure stand out and maximise conversion is vital.
Learn More
M Booth Health – How hispanic and latino americans navigate health decision-making
Hispanic/Latino Americans not only face significant systemic barriers to accessing quality health care, they’re also navigating a scarcity of trusted and culturally relevant health information. But in the face of these challenges, they’re taking control.
Learn More
The UK’s Most Loved Drinks Brands 2024
By BrandVue: Savanta's market intelligence and decision-making platform.

As you explore our report, you'll uncover a league table of the Top 100 Most Loved brands, insight into how the top performers secured their spots, the biggest risers and fallers across the leaderboard, and much more.
Learn More
The UK’s Most Loved Eating Out Brands 2024
By BrandVue: Savanta's market intelligence and decision-making platform.

As you explore our report, you'll uncover a league table of the Top 100 Most Loved brands, insight into how the top performers secured their spots, the biggest risers and fallers across the leaderboard, and much more.
Learn More
The UK’s Most Loved Financial Services Brands 2024
By BrandVue: Savanta's market intelligence and decision-making platform.

As you explore our report, you'll uncover a league table of the Top 100 Most Loved brands, insight into how the top performers secured their spots, the biggest risers and fallers across the leaderboard, and much more.
Learn More
UK Grocery Eye Q1 2024 report
Available to read and download - the 2024 Q1 Grocery Eye report. Discover the role of healthy eating in a cost of living crisis context and how it shapes food and drinks purchase decisions. Explore health cues and who they matter to. Download the full report here, today.
Learn More
Consumer confidence across Europe – are we turning the corner?
Our latest consumer compass report tracks confidence across markets on a quarterly basis throughout the year, with the latest wave offering insight into the first three months of 2024. We have uncovered three key themes emerging from the Q1 data which will help brands plan for the needs of consumers throughout 2024 and beyond
Learn More
Why should a brand care about dupes?
Knowing how to navigate dupe culture is becoming more crucial than ever. Dupes aren’t going anywhere. Whether it’s fashion house repurposing each others styles, or 2000’s fashion magazines showing you how you can get Kate Moss’s Glastonbury look for less, dupes have always had a place.
Learn More
The future of Gen Z: world in a click
Our third instalment in our eBook series is here - and it's going to elevate your perspective on AI to new heights.
Learn More

Latest Knowledge Centre latest

Explore

Get in touch

If you’d like to speak with one of our experts right now, please call: +44 (0) 20 7632 3434

Contact us

Make Better Decisions.