Motive reveals new TV research

Only half of our TV viewing is based on a conscious decision to tune in to a particular programme, but people pay more attention to the TV programmes they have actively chosen to watch than those they stumble across, according to data provided by Motive Communications’ new research system.

Only half of our TV viewing is based on a conscious decision to

tune in to a particular programme, but people pay more attention to the

TV programmes they have actively chosen to watch than those they stumble

across, according to data provided by Motive Communications’ new

research system.



Motive8 - developed by Kevin Brown, director of strategy, and the brand

research consultant, Roddy Glen - is a blueprint research system

designed to help clients better understand media consumption and a

consumer’s relationship with editorial content.



Initial findings from the first sweep of Motive8’s survey, conducted

among ABC1 men aged 25-40, found less than 30 per cent of upmarket men

regularly make a date to watch specific programmes, while almost 20 per

cent make their viewing choice from TV listings information.



Football and Formula One racing, news bulletins, light factual

programming such as Top Gear and US comedies form the primary viewing

choices among this audience.



ITV is seen to provide indulgent, undemanding entertainment, which men

watch passively, while Channel 4 is seen as provocative. Channel 5 is

thought to be unfocused.



Motive8 tries to supplement existing research with an in-depth analysis

of why we consume the media we do, using a media diary and follow-up

qualitative research on specific target audiences.



The research also looks at consumption from the perspective of specific

client requirements and tracks the most motivating media for a client’s

core consumers.