Maori Television’s has won gold in the media and advertising category at this year’s Research Association Effectiveness Awards for its audience segmentation research.
Head of content Mike Rehu says the research, undertaken in partnership with Glasshouse Consulting, helped the organisation understand audience behaviour and attitudes, rather then segmenting it by age and ethnicity.
That gives it a better view of who it needs to target and the type of content that will resonate.
The results can be seen in a 16 percent increase in cumulative viewing since new content was launched in March.
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