Finding the switchable viewer
Blis X Arena Media
Client: UK TV
With linear viewing sliding 6% nationally, success meant outsmarting a shrinking market, not chasing the same entrenched, low‑growth opportunity viewers. Our hypothesis was simple but bold: growth would come from audiences with the highest propensity to change their viewing behaviour. Instead of fighting for fixed, habitual linear viewers, we focused on “fluid viewers”: people whose habits weren’t yet cemented and who were therefore primed for influence and conversion. This hypothesis proved correct. Partnering with Blis, we built an end‑to‑end data strategy using Samba TV’s ACR signals enriched with telco‑powered behavioural insights. This allowed us to move from blunt demographic buys to a dynamic, behaviour‑led approach where we could identify, test and convert high ‑value audiences in real time. Our strategy was built on a core hypothesis: that the greatest opportunity for incremental growth lay not with 'heavy' viewers, but with 'easiest-to-influence' light and medium viewers. This data-led pivot delivered a rapid breakthrough: we successfully converted over 1.5 million viewers to the network and shattered our performance benchmarks, achieving our full seven-month SOCI objectives in just twelve weeks.