What’s changed—and hasn’t in the primetime television landscape over five years.

While we talk of addressability and attribution, we still struggle to effectively articulate why certain programs deliver higher performance than others. We are awash in a sea of data, yet our industry has changed relatively little when it comes to understanding the drivers of consumer viewing behavior – the why behind viewers’ choices.

The nature of the insights discipline is that we continually strive to answer deeper, more nuanced questions about the media and entertainment business we study. It is that kind of thinking that led to the development of EmotionalDNA® (eDNA) five years ago. This unique and powerful dataset offers us insights on the topic of this briefing – the changing nature of content desired by consumers.
 

IN THIS BRIEFING, WE WILL »

• Take a look at the power of emotional alignment
• Highlight how viewership trends have changed over time
• Examine the implications for ads and promos
• Provide recommendations for future viewing