Case Study: UKTV attracts younger viewers to Alibi with Fifty

UKTV grows Briarpatch audience 71% with Fifty

UKTV, a multi-award winning media company, came to Fifty seeking to change the perception of its crime drama channel Alibi. The channel struggled with low conversion to viewing and was perceived by crime fans as showing old reruns rather than original content. The challenge was to attract new and younger viewers for its latest blockbuster show, Briarpatch.

Fifty implemented a hyper-targeted, data-led media strategy using its network science technology and social listening tools. This approach identified and engaged new audience tribes interested in the show. As a result, Briarpatch debuted to an audience 71% higher than the slot average and attracted a higher percentage of the sought-after 35-44 demographic, with 40% of viewers in that age group versus the usual 30%.

UKTV