Case Study: BBC Worldwide achieves detailed Planet Earth II audience insights with Affinio

How BBC Worldwide Unearthed the Plant Earth II Audience

BBC Worldwide, following the 12+ million‑viewer premiere of Planet Earth II, wanted a deeper understanding of who was engaging with the #PlanetEarth2 conversation online. Finding that standard social listening couldn’t reveal natural audience segments, BBC Worldwide engaged Affinio’s Marketing Intelligence platform to validate hypotheses about the show’s viewers and uncover hidden communities around the hashtag.

Affinio analyzed a 30‑day sample of #PlanetEarth2 engagement and produced eight interest‑based audience clusters (e.g., UK Current Affairs 24%, International Current Affairs 18%, UK Football Fanatics 16%, Entertainment TV Junkies 13%, Gaming/Grime Boys 10%, YouTube Generation 9%, Nature Lovers 8%, Competition Women 2%). Affinio revealed that the two news‑oriented segments comprised 42% of the audience while younger segments (Gaming Boys + YouTube Generation) made up 19%, insights that confirmed engagement, informed BBC Worldwide’s content, targeting, partnership and market‑expansion strategies, and supplied scalable, actionable audience profiles for future planning.

BBC Worldwide

Richard Bowman

Vice President of Insight for Brands