CASE STUDY: UKTV Attracts New Viewers to Crime Channel Alibi

Provided by Fifty Technology Ltd
How Fifty helped UKTV attract new and younger viewers to its crime channel Alibi.

What was the Challenge / Background of the Campaign?

UKTV is a multi-award winning media company with seven channels: Dave, Gold, W, Drama, Alibi, Eden and Yesterday and on-demand service UKTV Play. UKTV's media objectives focus on driving viewership figures both on television screens and their VOD player, with audience verticals generally being two-tiered: core channel audiences and show-specific.

What was the Campaign Objective?

UKTV came to Fifty seeking to change the perception of its British and US crime drama channel Alibi. While the pay tv channel has high awareness, it struggles with the category's lowest conversion to viewing - only 2% of viewers choose the channel after the main terrestrials. Viewers understand the channel's "range", but crime fans perceive Alibi as a channel of old detective show reruns rather than original content.

What was the Solution?

Fifty built a hyper-targeted, data-led media strategy, focused on engaging users who were likely to resonate specifically with Briarpatch. Fifty worked in partnership with Hearts & Science to enrich the understanding of Alibi's existing audience and identify new audiences to build excitement for the show's launch through a video campaign. We examined Alibi's social following alongside broader crime drama fans to understand their core and potential audiences. As the show had already launched in the US, we also used social listening to find UK users interested in the show.

What were the Results?

Using our bespoke graph technology, we amplified the channel's seed audience from 12.3k to 2.44m users to produce a unique segmentation bespoke to UKTV. Briarpatch debuted in the UK to an audience of 328k viewers, which was 71% higher than the viewer audience of that slot on average. The show also brought in a higher percentage of the much sought after age 35-44 demographic, with 40% of the audience fitting this category, versus the usual 30% for the slot.

What were the Key Learnings of this Campaign?

Fifty can enhance traditional planning strategies. Despite Alibi's small seed audience, Fifty's access to a wide pool of data sets allowed us to expand our audience understanding, empowering better planning decisions. Use dynamic data for better results. Constantly monitoring the social conversation around Briarpatch enabled us to reprospect and retarget to create more efficient campaigns. Track incremental changes in your audience. As more people tuned into the show, we saw Alibi's audience become more mainstream, delivering new opportunities for Alibi.

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