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BBC Wales Commissioning Round Spring 2009 Some Key Audience Insights

Insights reveal that targeting the 45-64 age group is crucial for BBC Wales, but they need to attract a slightly younger audience. Programs with clear and compelling narratives within each episode can help engage viewers and increase audience retention. Signposting upcoming content and aiming for high-impact series can maximize reach and appeal to new viewers. Successful series like Coal House and Hospital 24/7 have demonstrated the effectiveness of these strategies.

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BBC Wales Commissioning Round Spring 2009 Some Key Audience Insights

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  1. BBC Wales Commissioning RoundSpring 2009Some Key Audience Insights

  2. 45 – 64 age group is key target • BBC Wales needs to target slightly younger audience • Mainly those in 40’s & 50’s • Some series aim younger • High appeal to 45 – 64s leads to higher audience overall • Series that attract mainly over 65s • Do not have higher audience overall • Add little to overall BBC Wales TV reach • Older people watch most television • Twice as much as children

  3. Each episode needs a narrative • Need clear narrative within each episode to engage viewer • Audiences can leave a programme very quickly • Give them compelling reasons to stay • Don’t assume viewers have seen previous episode • Even in drama only half of viewers have done so • Audience retention is a real challenge for other genres • Very few will see all six episodes of an average series

  4. Audiences rely on signposting • We need to tell audience what is coming up • Within a programme • And across the schedule • Is there something newsworthy within the programme • Programmes might get additional news coverage • To maximise benefit we need plenty of notice

  5. Aim for high impact series • BBC1 series will have greatest impact on reach • Most effective place to reach new viewers • Coal House / Coal House at War • Success amongst 25 – 44s • Focus on a 3 week period / 3 nights a week • Had a notable impact on reach • Hospital 24/7 • 4 nights in a row • Engaged the audience • A strong narrative within each episode

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