Attention™ | Preference™ | Metadata

The Preference™ System

Developed to give a very precise fix on the particular tastes and demands of a specified audience. Typical applications include:

  • Informing scheduling decisions and helping channels retain viewers across programs.
  • Identifying program acquisition or commissioning opportunities to fit in with a channel, website or mobile operator’s core audience and build on its key brands.
  • Helping new channels ensure they have a coherent content package.

Terrestrial channels are used as a ‘laboratory’ for identifying preference — they offer a broad range of content and large sample sizes. Our research has shown that insights gained into consumer tastes on the terrestrial platform hold up in multichannel or video-on-demand environments.

At the heart of the Preference™ System in the UK is Attentional's propietary Microgenre® coding. This powerful tool allows us to identify meaningful sub-groups of programs with similar characteristics. The Microgenre® codes can be applied to US data if requested. Regression Analysis

The Preference™ System

uses a regression-based Analysis of Variance (ANOVA) approach to assess Microgenre® performance. Analysis is run for a given channel, day-part and Microgenre® Type and demographic, with program transmissions being grouped by their compound Microgenre® classification (e.g. ‘Type – Treatment – Interest’). Results can then be aggregated across channels or disaggregated down to individual transmission level.

ANOVA modeling offers many advantages over conventional indexing:

  • It uses all statistical information inherent in both the mean (average) and the spread (variance) of data to identify ‘statistically significant’ Microgenre® effects.
  • It creates more accurate benchmarks by accounting for outliers and confounding factors, like seasonal fluctuations in viewing.
  • It can be readily adapted to account for other significant factors, such as scheduling and cost.

Project Stages

A typical project consists of three main stages:

  • Selection of a target demographic
  • Selection of genre types, e.g Drama, Factual Entertainment
  • Search for high-performing Microgenres® and programmes

The final output is an ‘Added Share’ measure which largely negates channel effects - we are interested in content, not channels. Results are easy to interpret with each Microgenre® program cluster having a ‘Performance’ figure and falling into one of three main bands:

Band Type Description Performance
(+/- Share Points)
Above
benchmark		 Performance of the Microgenre® shows a statistically significant increase on the regression determined benchmark. Positive
Benchmark Performance of the Microgenre® shows no statistically significant distinction from the regression determined benchmark. Zero
Below
benchmark		 Performance of the Microgenre® shows a statistically significant decrease on the regression determined benchmark. Negative

Results from the Preference™ System can be used as a starting point for further analysis. The Attention™ System can be used to identify the key characteristics of the successful Microgenres® and programs. Metadata can be used to identify IP with similar characteristics.

For more details on the Prefererence™ System or to arrange a personal presentation please contact:

David Graham
Tel: +44 (0)1823 322829
Mobile: +44 (0)7966 144957
Email: david.graham@attentional.com