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
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