Scheduling Analysis

As outlined in my previous post, I undertook some research into the times my target audience watches most of their television. This is to enable me to plan my own channel schedule to suit their needs and to minimise the amount of programming needed when few people will be watching.

The results of the questionnaire are as follows. The most common times respondants began watching their TV were:

And for when they terminated their viewing:

From this I can deduce that the ideal times my channel should run programming is an 18:00 start, and finishing at 03:00. Prime time therefore is 22:00 - 00:00 when the majority of people will be viewing.

Print Advertisement Audience Research

For my print advert getting an idea of where to place the advert is a priority. Once more I presented my target audience with a form to fill in about their news reading habits. The following trends became clear:

Firstly, my target audience does consume news media - and the majority of it is online based:

Results for whether they consume news media

From which source news is gathered

In addition to this, I wanted to find out whether my audience used their smart devices (tablets, phones) to view the news. This is because I have to consider the possibility that an advertisement may not reach the correct audience if it is a printed news paper - especially in this day and age.

People who owned a smart device

Response to whether they use it to view online news

What this response indicated is that although a majority do have smart devices, they tend not to use them to view online news.

Finally, I sought to find out what type of news paper my target audience favours. As a more educated middle class audience, I did not expect the lower end of the tabloid spectrum to rank highly in the results. This theory was vindicated by the results received:

So my summary is that my advertisement should be placed within the Guardian newspaper, both in print and on their website - as this would maximise exposure. Smart devices are negligible as the majority do not browse on them.

Logo Market Research

Following the successful focus group feedback post previously, I presented the logo - and 2 variations to an audience similar to that which is being targeted, the internet savvy middle-class young adult, in order to confirm that my choices of colour were fitting. Primarily the blue, which I used to represent cool, modern and technological. However this could always have been misinterpreted by my audience.

The logo variations were Green and Yellow, and can be seen here:

The results from this wider market test strongly back up my intentions with the colour scheme. 88% of those asked preferred the blue, one preferred the green and no one thought the yellow was suitable. A graphic of the results is as follows: