How big is our audience?

Size doesn’t always matter. It’s what you do with it that counts!

We are often asked, ‘How big is your audience?’ Not wishing to be flippant, we often respond, ‘How big do you want it to be?’

Information TV does not offer the usual model of TV audience delivery whereby an advertiser buys exposure to a large audience in order to target advertising at specific sectors of that audience – and BARB measures the resultant ratings achieved. 

Information TV audiences are driven to the programming by the client who has the vested interest in the programme, so we are a narrowcaster utilising a web model. But, unlike the web, access through the television encourages a more relaxed, receptive, lean-back consideration of the message. Our programmes, although comparable with Advertiser Funded Programming, do not ‘interrupt’ a viewer’s schedule in the hope that they will be interested in the message (like traditional advertising). Rather, the viewer has specifically tuned into an Information TV programme because they are interested in the subject, so pre-selection has already happened.

Our clients control the management of the delivery of the audience and control also the message given to them.  Audiences are coming to Information TV to learn considerably more about a subject and thus, having watched, will have a much higher propensity to take the required action.

And there’s the rub! We offer ‘outcomes’ not ‘outputs’.  We take the communication well beyond the ratings - to real and positive action.