Illustrative engagement. A representative scenario showing how we approach this kind of work in broadcasting. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping broadcasting
TV and radio broadcasters need evidence on programming, audiences and advertiser value in a market shared with streaming and social video.
- Linear viewing competes with streaming
- Radio remains strong in cars and smaller towns
- Advertisers want proof of reach
Client background
A music and entertainment channel, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A music and entertainment channel
- Sector
- Broadcasting
- Team engaged
- Digital Marketing
- Services
- Social media marketing, Video marketing, Digital analytics & reporting
Client challenge
The channel's best moments stayed on TV, while younger viewers spent their time on short-form platforms.
Research objectives
- Deliver on the brief: growing a broadcaster's audience on social video.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Six-month programme.
Audiences we typically reach in broadcasting
TV viewersRadio listenersAdvertisersMedia buyersRegional audiences
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Short-form clips
- 3Performance reporting
- 4Insight
We created a short-form plan built around clips from popular shows, tested formats and posting times, and reported reach and follows by format each month.
Social media marketingVideo marketingDigital analytics & reporting
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Short-form works as a trailer for long-form, not a replacement.
Recommendations
- Build on the core insight: short-form works as a trailer for long-form, not a replacement.
- Keep testing creatives, keywords and landing pages against the new baseline.
Business impact
- Clip formats that teased upcoming episodes grew followers fastest, and the channel built a regular short-form calendar around launches.
Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Interactive dashboard
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how can we hold the audience?