Case Study: BBC amplifies drama audiences across platforms with Kantar audience measurement

The BBC needed data and insights around viewing behaviours, to maximise the reach of specific programmes on both live and on-demand channels

The BBC needed to understand viewer behavior to maximize the reach of its drama programs across both live broadcast and on-demand platforms. Their challenge was to define a scheduling strategy that would optimize the viewer journey. To achieve this, they turned to Kantar for data and insights.

Kantar, through its Cross Media Audience Measurement service commissioned by BARB, provided granular data on viewing habits across all platforms. The insights gained allowed the BBC to strategically schedule content, leading to the successful launch of "Killing Eve." By making the full series available on-demand from the first day of broadcast, the BBC reached four million viewers before the final episode aired and captured over 80% of its younger audience. Kantar's solution provided the data that drove this impactful viewing strategy.

BBC