As a network, Viacom International Media Networks (VIMN) invests heavily in understanding its audiences; ensuring we deliver relevant audience centric brand engagement solutions.
In the last year as a network we have spoken with over 300,000 kids, teens and families and our resulting intelligence and insight can be categorised into three tiers.
Fads are tracked by tools such as Sticky, our youth trends site that every month engages with Millenial consumers to understand fads and trends bubbling under the surface of pop and youth culture.
Popular trends are tracked by regular studies we conduct on the nature of our demographics’ lives and behaviours through engaging with the VIMN bespoke consumer insight panel: \\YourView, which currently comprises over 5,000 12-35 year olds in key markets.
Mega trends are those trends universal in nature across markets and social-economic demographics. VIMNs overarching research initiatives; ‘Knowing Youth’ for our youth and music properties and the ‘Nickelodeon GPS’ for our kids and family properties provide us with leading edge insight into how and what our audiences think and how they behave across the globe.
VIMN’s latest global research study ‘The Next Normal’ was a collaboration across all three core brands – MTV, Nickelodeon and Comedy Central – and involved speaking with over 15,000 kids and youth in 24 global markets, to provide an unprecedented look at Millenials worldwide. This research will impact every part of our business, from inspiring our programming content, marketing strategies and brand partnerships. Watch the short video for an intro into what the study is all about here.
Subscribing to traditional media metrics ensures we can measure and report on the performance and effectiveness of our on-air and digital properties. We also explore pioneering research techniques that can provide new insights to share with clients, with our ‘Brand Engagement Project’ winning the IAB Europe 2012 Branding Research Award for its use of neuro-psychological research techniques to measure implicit brand engagement.