S4C is the only Welsh-language public service broadcaster, and provides a wide range of content including drama, sports, and entertainment.  It is available across the UK on digital platforms, and its online presence includes live streaming and on-demand services.

Challenge

S4C want to get a deep understanding of their audience, understanding the ‘why they watch’ behind the ‘what they watch’.  This expert insight drives key strategic decisions such as commissioning scheduling and content acquisitions.

Solution

We provide S4C with the means to measure viewer appreciation and perception, as well as verbatim feedback. 

To do this, we have built and continue to maintain a panel of Welsh and non-Welsh speakers representative of Wales, alongside Welsh speakers who live outside Wales. All communication with panellists, including surveys, is conducted in their language of choice.

We work with S4C to design the survey process to capture ongoing appreciation and reach of the S4C channel and programming, as well as relevant TV, radio, and online services.  Data is collected, collated, weighted, and processed on a daily and weekly basis.

To produce up-to-date, accurate listings, we check daily schedule files against S4C’s schedules to ensure titles reflect broadcast transmissions. New content is coded for review before being added to the Reporting Tool within the correct category, along with the measurement data results, for direct client access.

We provide daily, weekly, quarterly reports capturing audience reactions to television, radio, and online services with regular correspondence via email accompanied by phone calls, face-to-face meetings, and presentation of results as required.

If S4C need a deeper understanding of attitudes, perceptions, or behaviours towards platforms, services, genres, or content we can send additional ad-hoc structured, semi-structured, and open-ended questions to our survey panellists.  This is a regular part of our service offering.

S4C can use a bespoke reporting tool to query anonymised, weighted data from the weekly survey across all available metrics, services, and periods.

The service we provide gives S4C an ongoing view of audience appreciation, engagement and perception across its portfolio, allowing them to make informed decisions on content strategy, scheduling and investment. Combining robust quantitative measurement with rich viewer feedback ensures S4C has a comprehensive understanding of how audiences interact with and value its services.