Sesame Street Multi-Platform Study #TMRE #MRX

Sesame Street

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Live blogs by @LoveStats! This is a session summary from The Market Research Event by IIR in Orlando, Florida, November 2011. It was posted mere minutes after completion of the talk. Any inaccuracies are my own. Any humorous side remarks are also my own. Feel free to leave comments and critiques.

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8:45 – Sesame Street Multi-Platform
Diana Polvere, VP Market Research and James Williams-Ness, Director of Media Research, Sesame Workshop

  • Three goals – True audience size, children and adults or caregivers; Device interaction – how do people use the new media platforms; Engagement – Not just reach, but how we reach them, frequency, deeper relationship [Hi Grover, we love you]
  • We should be platform and channel agnostic, be everywhere we can. 2005 had six channels, tv, home videso, web option. Now – 21 channels and growing – VOD, netflix, itunes, youtube, hulu, yahoo kids, facebook, twitter, tumblr
  • Digital space apps – monster maker, once upon a monster game, podcasts [I’m loving the sesame street characters on every slide]
  • Not a lot of cross platform measurement. There was no good single solution for web and TV. TV is the hub and didn’t know how they all relate to each other. [Hi Big Bird!]
  • TV 86%, comptuer 48%, video games 45%, mobile, 12%.[Hi cookie monster!]
  • What is the relationship, the overlap among devices? Why choose one platform over another? [Hi Bert!]
  • 20 minute panel survey of 2000 households [Hi Slimey! You’re one of my faves]
  • Co-usage is very important, kids learn more and better when they interact with others [Hi Snufalupagus]
  • 3% of households interact on mobile platform, 3% on podcasts, 12% on computers, 5% on gaming, 12% on audio, 47% on TV
  • 50 millions users on a quarterly basis [Hi Cookie Monster]
  • Viewing is not unique individuals. We know kids will watch the same video ten times [or until you whip a ceramic coaster at the TV]
  • Repetition is good. Repetition is good. Repetition is good. Repetition is good. [Hi Oscar the Grouch]
  • Podcasts are not viewed where you think – 63% watch them on a PC or laptop, not a mobile device. Portability is NOT a key to choosing which device you use. Appropriateness is more important.
  • Sesame Moms – watch with their kids. There are also Digital Dads, a growing audience. Siblings, 9-17 year olds as well.
  • Insight cookies – Extend the reach to digital dads, appointment viewing, know who the adult audience is [Note to presenters – white text on light blue, not so good]
  • Learning is magic – streamline the questionnaire, you don’t need to measure 34 devices in one questionnaire, focus on mobile and apps
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