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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

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"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
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