Hypothesis to Co-Present WITH ABC at Media Insights & Engagement Conference
Hypothesis is excited to announce its copresentation with longtime client ABC at the Media Insights & Engagement Conference this February. The conference unites the leading media researchers to share unbiased insights on what's really going on in TV consumption and what's next for the industry - new standards for measurement, content development, new media disruptors and partnerships for success. held in Florida, the conference is referred to by the industry as "the golden globes of the media industry."
Hypothesis and ABC will be presenting on Wednesday, February 3rd, during the Audience Insights: Getting Beyond the Numbers track. Details about the presentation are below.
Reaching a Fragmented Audience: A Needs-Based Approach
Jeff Seltzer, Managing Partner, Hypothesis
Megan Barbie, Executive Director of Research, ABC
ABC has traditionally targeted viewers based on demographics like age and gender. However, as the television landscape continues to evolve with more choices than ever, it became necessary to understand viewer preferences and needs on a more sophisticated level. ABC is not a “niche” network, so a traditional segmentation approach would not be adequate. Instead, we used segmentation to provide a holistic, needs-based view of the total content viewing audience including “cord cutters”. Our approach included a large-scale quantitative survey along with innovative video journaling. We considered not only content preferences, but viewing occasions, platform preferences, and lifestyle. Insights are used internally on multiple levels including programming/content scheduling, marketing, content development, pilot testing, ad sales, and multi-platform/TV Everywhere strategy.
As a sponsor of the event, we're happy to extend a special discount for you to attend. When registering, please reference the following priority code to receive a 25% discount off the standard rates: MEDIA16HYPOTHESIS. Register by clicking here.
We hope to see you in Fort Lauderdale!