CASE STUDIES

Discovery

Oct 2021

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Helping Discovery Inc. maximise retention of viewers during reduced promo availability

Challenge:

Several Discovery Inc. networks required a set of actionable recommendations to maximise retention and the natural flow of viewing from hour-to-hour and programme-to-programme following a period of significantly reduced promo inventory.

Solution:

Using telecast schedules and Nielsen AMRLD data, we mapped the flow of viewing from slot-to-slot and programme-to-programme, correlating any changes over time with available promo time. By analysing % and volume retention, level of dropout, the number of new viewers added, and time spent per viewer, we calculated the impact of showing 1, 2, or 3 different titles within peak hours and the impact that this has on both reach and ratings

We combined a variety of metrics to create a Retention Score, which allowed us to compare programme pairs like for like. We also analysed a broad range of demographic profiling elements and created an algorithm to give them a Profile Score where programmes with the lowest Profile Scores have the most similar audiences. Using these newly developed metrics we were able to make specific scheduling recommendations to optimise natural viewership on these networks.

We made recommendations on:

  • How many different shows to schedule in peak hours
  • Which shows should be paired together as lead-ins and lead-outs
  • Which timeslots in which to focus strong pairings
  • Identify any strong potential pairs that are not currently being optimised

We condensed our analysis of 18 months of programme data into an easy-to-use interactive tool, enabling the client to select a specific title and whether it was intended to be a lead-in or lead-out. The tool provides previous successful programme pairings and untried pairings with strong potential pairs based on fanbase overlap and Profile Scores.

Discovery Inc’s programming teams make amendments to their schedule driven by the information we provide to better retain viewers during a period of reduced promo availability.