Case Study: Campaign Development

Inspiring the future of a music awards show

CS music awards show 1

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:

  1. Identify pre-show attitudes and interest in the show –including awareness of pre-show advertising
  2. Capture viewers’ emotional reactions to the show in real-time
  3. 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.


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.

Create concepts that resonate with consumers and grow your brand

Campaign Development CTA