Why use traditional media metrics when today’s consumer is anything but traditional?
In today’s digital world, broadcasters must fully understand how their different target audiences—segmented by age, gender, and education—consume media throughout the day across different genres and channels. It’s knowledge they simply cannot gain from the traditional, siloed approach of measuring each platform in isolation—be it television, radio, online, or even video on demand.
BCG’s touchpoint analysis counts the number of times a consumer engages with a media platform every 30 minutes. The touchpoints are a valuable window into how media are consumed across platforms, as well as parallel usage.
For example, a consumer watches a two-hour movie on linear television and then spends two minutes checking the IMDB.com profile of the lead actor on an iPad. That counts as four TV touchpoints plus one mobile touchpoint, for a total of five touchpoints. These more nuanced data points add depth and detail to information gleaned from other established metrics, such as audience ratings, clicks, page impressions, or unique users.
To better understand who, why, and how people are consuming media, BCG offers two related touchpoint tools to broadcasters:
Broadcasters can use these findings, in tandem with the results of a genre economics analysis and other strategic and regulatory considerations, to make fully informed content and programming decisions.