Channel 4 pushes core4 audience insight panel with new campaign
Channel 4 is looking to recruit more viewers to its audience insight panel, core4, with a new consumer marketing campaign set to launch tomorrow, 10 May.
Core4 was an initiative launched last year to inform its viewer engagement strategy, asking people who have signed up to complete regular surveys on everything from programming and pilot shows to marketing concepts.
The data pulled in from survey responses is then matched with behavioural data from its base of registered users – which has so far reached 10 million – to then inform the viewer engagement strategy and the development of new commercial data models.
Following the soft launch last August the broadcaster is mid-way towards its 10,000 recruited viewers target, but is readying a new campaign in a bid to reach this first goal.
The 20-second animated ads, made by in-house agency 4Creative, are set to run across Channel 4's properties for the next two weeks, encourage people to make their views stand out from the crowd.
“Our new core4 panel will give our viewers a real stake in Channel 4 as we encourage them to tell us exactly what they think of us – and our ears are open to all their views. The valuable insight from the panel will be utilised by both editorial and commercial teams to further understanding into the mindset of our audience,” explained Andrew Tenzer, advertising research and development manager at Channel 4.
“This is another key development in helping us to enrich our relationship with our viewers and ensure they get more out of their experience of Channel 4.”
Channel 4 partnered with eDigitalResearch for the audience panel.
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Channel 4
Channel 4 is a British public-service television broadcaster that began transmission on 2 November 1982.
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