Case Study: Campaign Development
Inspiring the future of a music awards show
Using mixed methodologies to evaluate a famous music awards show.
The issue
Our cable TV network client had 3 objectives related to their upcoming annual awards show:
- Identify pre-show attitudes and interest in the show –including awareness of pre-show advertising
- Capture viewers’ emotional reactions to the show in real-time
- Understand post-show response to specific show segments and key moments
What we did
We fielded two surveys with a sample of 500+ subscribers to the network ages 14-44 (one pre-show and one post-show). The surveys were mobile-optimized and 10 minutes long for a youth-friendly, interactive experience. We also leveraged in-the-moment app-based feedback to capture viewer reactions during the show via chats and self-recorded video reactions.
Results
Our findings provided the client with guidance on the following:
- The impact of the pre-show campaign and its ability to drive viewership, including the effectiveness of various campaign elements by age group.
- A specific evaluation of the red-carpet event and its ability to drive engagement.
- Feedback on key aspects of the show itself, including viewer enjoyment of each performance, different show elements, and show host.
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