WE tv chooses Leflein Associates for research-driven narrative for 2018 Upfronts
WE tv is a niche cable television channel focusing on lifestyle and entertainment that is owned by AMC Networks. Although their brand serves as a leading destination for women, its broader focus to be inclusive of “all of us” which the WE represents. The network specializes in unique and diverse non-scripted programming.
Before working with Leflein Associates, Stephanie Yates, SVP of Ad Sales Research for WE tv realized they had to solve some challenges heading into the 2018 Upfront season including:
· Develop compelling narrative around their distinct Thursday and Friday night audiences.
· Differentiate the value of the WE tv audience from competitive networks.
· Create new opportunities for ad sales in product categories not typically sought after for their audience.
Leflein assisted WE tv in developing and integrating a culturally relevant and timely social story of Women’s Empowerment into their 2018 TV Upfronts and sales narratives.
Building off of previous Ad Avoidance research Leflein has presented at the ARF, the team dug deeper into the context effects of consumer disposition (viewers’ personal values) on their programming choices and ad receptivity; a current trend for audience insights research. Additionally, this project developed insights to understand better what multicultural female audiences appreciate about specific brands like Nike and Dove, and the categories in which they feel undervalued.
WE tv in collaboration with Leflein presented research findings at the 2018 ARF Ad AvoidancexScience conference where media professionals in attendance learned how to take advantage of ad receptivity, specifically Receptivity Value Index (RVI™) to improve strategy and targeting. WE tv inspired Barbara and her team to develop a Lunch and Learn series designed to further educate brand managers and marketers on how to use primary research to integrate their unique social impact stories into advertising and other forms of branded. Are you evaluating a new compelling narrative for your audience? If so CLICK HERE.