Touchpoint Analysis

Touchpoint \tŭch’point\ noun 1: One contact with any media platform during a 30-minute period 2: A metric developed by BCG to help broadcasters measure the relevance of programming to target audiences across all media

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 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.

What’s Relevant and To Whom?

To better understand who, why, and how people are consuming media, BCG offers two related touchpoint tools to broadcasters:

  • A comprehensive touchpoint tracking system allows broadcasters to map the media journey of individuals throughout the day and generate new insights into what really makes content relevant to audiences. It also measures the perceived value of offerings by asking consumers whether or not they would miss certain content were it not available.
  • A touchpoint cockpit analyzes data in the aggregate to determine coverage (is there an oversupply or undersupply of various target groups?), genre (what’s the content focus of various target groups?), and platform (what’s the dominant media for each target group?).

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.

Media & Entertainment