Multiplatform metrics

Here’s a recent article from Broadcast summarising the emerging approach at Channel 4 to measuring the impact of TV-centric multiplatform projects for planning, monitoring and evaluation.

 

C4 spells out aims for multiplatform orders

By Balihar Khalsa

Channel 4 is implementing a new framework for measuring the success of multiplatform commissions.

The framework is made up of a handful of commissioning criteria and seven factors for multiplatform commissioners to consider when ordering a project. Work on the framework began after Richard Davidson-Houston was promoted to head of online in July.

Multiplatform commissions will be expected to increase TV viewing of the project they are related to, whether linear or on-demand. They will also be expected to have either public service or commercial value, or both, and generate rich data from consumers, as well as pushing convergence.

Alongside the criteria, multiplatform content will be expected to achieve one of seven aims. These are: Audience, Attention, Access, Action, Appreciation, Additions and Advocacy.

Commissioners must identify which of these aims they are primarily attempting to meet at the outset of each project.

Examples of what the seven A’s translate to:

1. Audience – number of visits to a page, how many visitors from the UK, how many times people come back.

2. Attention – how many pageviews they look at during the visit or the duration of the visit.

3. Access – looking at how much people register to gain access to content.

4. Action – something like the number of tests taken or games played or completed.

5. Appreciation– a satisfaction score or awards wins.

6. Additions – contributions, number of comments, number of comments each visitor leaves.

7. Advocacy – Twitter re-tweets, Facebook likes, number of Facebook likes per user.

Features and Factual Entertainment Multiplatform Commissioning Editor Adam Gee said the framework “reflects the changes at C4 in recent months. There is an emphasis on data and this framework for metrics is part of that”.

Gill Pritchard’s appointment as director of audience technologies and insight in January marked a first for the broadcaster. Pritchard, who reports directly to C4 chief executive David Abraham, is responsible for maximising audience interaction to create commercial opportunities.

Gee said: “We are conscious that we are working in a medium that can be measured in a much more defined way. When you can measure things better, it is a lot easier to express what their value is.”

Multiplatform commissioners now sit alongside genre commissioners, a change implemented by Abraham in a move to push the “multiplatform approach into the centre of the organisation, rather than leaving ‘new’ media in its own isolated silo”.

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