Case Study:

How BBC Worldwide Unearthed the Plant Earth II Audience

Background

The Bafta award-winning Planet Earth II, premiered in the UK on the 6th of November 2016. The first episode of the six part Natural History documentary series, known for its stunning visuals and filming techniques, attracted an audience of over 12 million viewers in the UK alone. [The Telegraph]

Challenge

Following on from the success of the premiere, BBC Worldwide wanted to gain a deeper understanding of what online communities were using the hashtag #PlanetEarth2. BBC Worldwide turned to Affinio to validate its understanding of the Planet Earth II audience, confirm hypothesis of which key audience segments were engaging with the show, uncover new insights, strengthen audience understanding, and inform brand strategy.

Initial Analysis

Affinio data enabled the team at BBC Worldwide to uncover natural audience segments and develop cultural profiles by segmenting individuals based on their shared interests and affinities.

Immediately this presented BBC Worldwide with insight into the individuals who were engaging with #PlanetEarth2, revealing their passion centres, their influencers, the content that resonates with them, along with many more attributes that begin to tell a story and paint a detailed profile of viewers.

Expected Audience Segments Up-close

Affinio data showcases the interest of both segments in news and media brands as well as prominent public figures.

42%

UK Current Affairs & International Current Affairs

Top interests of UK Current Affairs & International Current Affairs

8%

Nature Lovers

Top interests of Nature Lovers

Unexpected Audience Segments Up-close

Affinio data showcases the interest of both segments in news and media brands as well as prominent public figures.

13%

Entertainment & TV Junkies

Top interests of Entertainment & TV Junkies

10%

Gaming Boys

Top interests of Gaming Boys

Results

Audience Discovery & Validation
Affinio data validated that Planet Earth II was gaining
traction with younger audience segments.

Strategic Targeting & Planning
Affinio data provided BBC Worldwide with the cultural insights needed to make better strategic decisions to grow, cultivate, and better nurture their diverse Planet Earth II audience over time.

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