Emvies 2008: Custom-made strategies for ESPN through research

At the Emvies case study presentations, MindShare showed how research can pave the way for effective strategies

ESPN was posed with the problem of dipping viewership. The channel wanted to draw eyeballs to its property, the English Premier League. MindShare did the trick by employing a research technique. Here's how…

MindShare created TAM respondent level data that tracked the behaviour of the viewer, intensity wise and loyalty wise. The agency profiled viewers on the basis of heavy, medium and light viewers. It created an engagement quotient (EQ) tester to gauge and analyse the ability of a broadcaster, in this case ESPN, to hold its viewer. And also find out where the viewer digresses after tuning into a particular broadcaster, tracing the viewing journey of the audience.

The data revealed that the numbers for ESPN lay in “light” viewers. Among the core segment of “heavy” viewers, 50 per cent were lapsing viewers. So, MindShare decided to focus on the heavy lapsers and pull them back to the channel and to try and retain the heavy loyalists.

MindShare next task was to find out who the heavy lapsers and heavy loyalists were so that it could target them. It profiled them and came up with interesting insights. The heavy lapsers were those who spent very little time watching television and very little time watching sports within that limited time band. This segment – men in the age group of 15-24 years – was observed to be movie fans. On the other hand, the heavy loyalists were kids, an unlikely target audience. Almost 23 per cent of the viewership came from this group.

In order to tap this audience, MindShare did some smart media planning. To target the heavy lapsers, cross-promotions were carried out with movie channels. To communicate to the heavy loyalists, the agency implemented non-TV promotions. A tournament called the Junior Premier League was held in 200 schools across the country.

Thus, the EQ tester enabled the agency to identify their core strategy and chart out cross-promotion opportunities. Post the activities, the EPL witnessed a jump in viewership of 100 per cent and it recorded a 30 per cent gain in net advertising monies.

The Emvies are given out in six categories after a two stage judging process by a panel of industry experts. Gold and silver awards are given in each category. The categories are Best Media Strategy, Best Media Innovation, Best Media Research, Best Integrated Campaign, Media Agency of the Year and the Grand Emvie. In addition, there are two special award categories: the TAM Award for the Best TV Research and the People’s Choice Award for the Best Case Study Presentation. The Emvies are awarded to both planners and implementers.

Every year, Ad Club Mumbai organises an event where shortlisted entries are presented before the audience. This year there are 53 shortlisted entries across categories. Yesterday at Wellingkar College in Mumbai, 27 case studies were presented. The remaining 26 case studies will be presented today. The Emvies awards will be given out on July 28 at The Grand Hyatt in Santacruz, Mumbai.

The presenting sponsor for Emvies 2008 is NDTV Media, while the associate sponsors are SaharaOne, Just TV Punjabi, Mi Marathi and Microsoft Advertising.