Crisis Insights — What kinds of TV shows are people watching to get their minds off of COVID-19?
This week we’ve been posting insights generated by StatSocial’s new Crisis Insights service.
Crisis Insights has been devised to help brands, agencies, and media outlets be as well-informed about consumer sentiment among the general public, as well as their own specific customers, as possible. The service enables brands and marketers to keep pace with the constantly evolving and shifting consumer climate born of the COVID-19 pandemic.
The Crisis Insights service utilizes StatSocial’s unique Silhouette™ social identity platform to provide subscribers with daily updates on how the trying, unprecedented climate in which we all find ourselves is affecting consumers of every type.
Crisis Insights tracks all changes in consumer sentiment, relating to 32 brand-new customer segments — all formed in the wake of the epidemic — across four general categories:
- People concerned about the Covid-19 epidemic
- People concerned about the direction of the economy
- People coping with, and adjusting to, the ‘new normal’ environment
- General attitudes among, and the psychographic outlook of, the population.
For the moment, however, let’s dive into the focal point of this entry.
What kinds of TV shows are people watching to get their minds off of COVID-19?
As described above, Crisis Insights provides subscribers with an important understanding and awareness of the needs, habits, preferences, concerns, and moods of 32 different consumer segments.
Below, we look at which TV genres this audience is currently consuming.
We have data regarding thousands of programs, networks, and much else. If you reach out to us via this link here, you can learn more.
But now to the main event.
EXPLANATION OF DATA: The percentage (“%”) column reports, as you might expect, the percentage of this audience (what we’re calling, for simplicity, but to in no way be brusque or disrespectful, the “COVID-19 audience”) that is actively consuming television programs classified under the corresponding genre.
The “Index” column reports the degree to which that percentage is in excess of, is in line with, or falls short of the baseline. In the case of these statistics, we are using the average American online audience as our baseline.
Numbers in green exceed the baseline, or are “over-indexed,” and numbers in red fall short of the baseline, or are “under-indexed.”
To further clarify: 14.13% of this audience are currently consuming talk shows to a significant degree. This segment size exceeds what you would find among the average American online audience by 1.18 times.
Being a group defined as much by their need to stay informed as anything, it is not surprising that the top two genres found here are Documentary and News & Information.
Of possible relevance to the top result is the fact that right now many have been watching, and discussing, Netflix’s documentary series, ‘Tiger King.’ The series premiered on March 20, and has become nearly compulsory viewing for many who have been sheltering-in-place.
Sorting by Index score tells one story, as it highlights which results best reflect those preferences which are unique to this audience. But the percentages provide vital insight as well.
70.5% of this audience has been engaging with News & Information programming. This is consistent with expectation. This also possibly explains why 60.6% have been consuming Comedy programs. One cannot subsist on frequently troubling news alone.
Reality programming is being consumed by nearly a quarter of this audience, which taken on its own is significant. But measured against the baseline is a segment-size that falls well short of the average American online audience.
Let’s end here, for now.
We again eagerly invite you to visit Crisis Insights, and reach out to us to learn a great deal more about the service, and to check out a demo.
As always, we sincerely hope that all reading are doing all they can to keep safe and sane throughout these times. It never hurts to throw a “wash your hands” in there, but we hope that by now this is common wisdom.
Please, though, be as well as you can manage.
We encourage you to visit these previously shared Crisis Insights related blog posts:
Here we take a look at some top-line demographic and geographic data regarding those most actively engaged in the online, COVID-19 discussion:
And here you’ll find our entry announcing and introducing Crisis Insights:
