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.


Establishing context

Explore viewing behaviour, need states and reach



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


Content touch points

identify which content audiences have viewed to isolate unique reach


Content diagnostics

gage what audiences thought of the content

Research Methods

Lorum Ispum

Lorum Ispum

Lorum Ispum

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
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
Business Deposits: Do NI Businesses behave differently to their GB Counterparts
In Q4 2023, we asked NI businesses with a turnover of up to £1billion: ‘what effect has recent increases in interest rates had on your usage of business savings accounts over the past year?’ We explore how businesses in Northern Ireland can leverage the emerging opportunities in business deposits. Drawing on Savanta's MarketVue Business Banking tracker, we delve into the usage of savings accounts and the potential for banks to capitalise in this new economic climate. Read and download the report below.
Learn More
37 Questions: answered
At Savanta, we believe clarity is key, and highly value our clients' understanding of our processes. In a crowded market where online sample providers vary in experience and credentials, picking the right panel can be a bit of a puzzle: it takes time and effort to sort through it all.
Learn More
Harnessing the power of humanity
In an age of AI, our attention is turning towards human intricacies more than ever before. Human qualities like empathy and judgement will remain unparalleled, and the future of work will be revolutionised by Gen Z's emphasis on gaining a greater quality of life. What does this mean for the future? Download the eBook to read the full story.
Learn More
Navigating the path to a greener future: a financial services sustainability report
A financial services sustainability series report.

Download the full free report today and explore how to succeed when it comes to sustainability.

Learn More
From Digital Natives to AI Pioneers
How will the AI revolution shape the future of Gen Z and impact their careers, personal lives, and the way they interact with brands? Download our eBook to find out!
Learn More
The UK’s Most Loved Financial Services Brands 2023
This year's #1 brand finds its way into consumers' daily lives, in a seamless - and often unnoticeable - way. The subconscious top-of-mind presence that results from this undeniably contributes to its continued success. But is this a consequence of the ubiquitous nature of payment platforms or is there a deeper, more intrinsic factor at play?
Learn More

Get in touch

If you’d like to speak with one of our market research experts right now, please call: +1 (917) 768-2710