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Content testing research

The battle is on to deliver rich content that keeps customers coming back for more. Content testing research helps you measure programme value, enhance brands, increase audience reach, and improve engagement.

Our approach

Broadcasters and streaming networks are going head-to-head to give consumers the content they want. Whenever and wherever they want it. With an increasing number of streaming platforms fighting for attention, it’s a growing challenge to create content that’s both trusted and widely recognised as “must-see”.

TV content testing is vital to drive continued viewer engagement. The greater the engagement, the more viewers will come back. No longer is content measurement just about tracking who watched it. Our content testing market research has helped drive the launch of new TV channels across the world, by:

  • Helping channels, content distributors, and broadcasters refine their content mix
  • Providing insights to better engage audiences, driving your content value and brand strategy
  • Capturing viewer engagement through an understanding of your content’s emotional connection

Hooked? Tune in to our next research programme!

How it works

We work collaboratively with clients to develop a framework for capturing content value. At the same time, we bring our bespoke content testing research service to the mix.

Step-by-step, here’s how it’s done:

01

We’ll immerse ourselves in your world to design a research programme that addresses your goals and challenges. Also, we’ll explore viewing behaviour, need states, and reach – to understand the context your content will be seen in.

02

Get valuable content testing data. We can measure brand metrics for channels or platforms, satisfaction, advocacy, and much more.

03

We pinpoint which specific content your audiences have viewed the most, to highlight their unique reach.

04

Discover what audiences think of your content. Our insights and recommendations are designed for sharing with your key stakeholders, to inform your content mix and strategy.

Research benefits

Understanding programme value

Determine the value of specific programmes to support carriage negotiations, sponsorship, and advertising sale opportunities.

Identifying high-performing content

Isolate the individual impact of different types of content against a wide range of metrics and KPIs.

Driving brand value

Identify content that enhances a channel’s brand to connect with viewers and fulfil their needs.

Maximising audience interest and reach

Ensure your content stands out. It's about achieving the optimal mix of talkability and channel affinity. And understanding how to distribute content across the right platforms to drive reach and consumer engagement.

Research methods

Creative development & testing

Sponsorship evaluation

Campaign evaluation

Digital Ad Performance (DAP)

Media strategy

Communication effectiveness

Case studies

Sky MediaOptimising advertisement engagement

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AOLCompelling visual content

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FREE NOWCampaign evaluation

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“The biometric research allowed us to go beyond scene-by-scene engagement to truly uncover key differences in relevancy and effectiveness of the two films to measure emotional connection and deeper engagement. We were delighted to be a partner in this UK “first” in advertising research.”

Volvo Georgina Williams, Head of Marketing

“Savanta were a joy to work with on an important evaluation project for one of our sponsorship properties. Through a clear and compelling debrief, they demonstrated how the partnership was working to drive improvements in brand perceptions. Most importantly, they were able to separate this impact from an above-the-line campaign which was running at the same time.”

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If you’d like to speak with one of our experts right now, please call: +44 (0) 20 7632 3434

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