Last Sunday was the end of one of the most anticipated revival television series to hit the small screen. Having premiered 27 years ago David Lynch decided to return with season 3 of Twin Peaks earlier this year.
Don’t worry we won’t be revealing any spoilers, in fact we will be looking at the data and audience insights behind the crime drama. Using the data and insights entertainment channels will have the ability to create tailored tv shows with proven traction ensuring higher ratings. Who could the new Laura Palmer be?
Earlier this year Emmy Award winner Fred Garver used Audiense to define the personality traits of his lead characters and tailor story lines within the pilot episode to one of his tv series.
Analysing different segments of any demographic in Audiense corrected the over-indexing in the audience that the show would originally appeal to. It gave me extra inspiration for some characters and their plot points, as well as confirming ideas I had for others.
Moreover, this new way of creating a show will get a lot of interest from potential sponsors. Once you embrace your audience openly, you can bring in advertisers as you can clearly point to who your show is likely appeal to with far greater accuracy. This is of great value to them, and thus it’s valuable for the studios too.
Fred Garver, TV writer and producer.
On this occasion we created an insights report based on the conversation surrounding Twin Peaks throughout the season. First, we identified the individuals participating in the conversation. Once identified, the insights report was then generated with the aim to understand interests, personality traits, habits and other characteristics of the audience that could serve as a basis for a new tv show concept.
Who plays the role of our target audience?
At first glance the audience was identified as an English speak majority with an unsurprisingly high interest in film and television. We also uncovered that 50% of them were between the ages of 18 and 35.
Who does the audience have an affinity to?
It was only natural to take a deeper look at audience interests. Upon filtering through the categories of cinema, television and books, ordering by uniqueness we uncovered users with the greatest affinity to our target audience.
Although David Lynch was identified as the most relevant account of all the affinity to Stephen King and J.K. Rowling was undeniable. It was evident that the genres of fantasy, horror and drama would be of most interest to this audience. Coupled with Stephen Colbert, Patton Oswalt or Sarah Silverman as the writer’s the series would be destined to achieve success within the target demographic.
What about the screenplay? Who would be cast? Based on the data we would say to go for Mark Hamill, Steve Martin, Robert Downey Jr, Patrick Stewart or Chris Pratt.
Armed with a triple threat which network could ever deny this pitch? Just to be safe why not base your choice of soundtrack on the data. Instead of the traditional approach of using renowned TV composers why not venture into the world of influencer marketing and identify a relevant micro-influencer? Sean Beeson is your man! As a movie and video game composer he has managed to establish a significant affinity to the audience in question.
How is the audience watching?
Netflix and HBO have proven to be the optimum channels for distribution amongst the target audience.
Where is the audience online?
As for online promotional efforts, Twitter seems to be the ideal channel to launch a promotional campaign. According to the data it is SIX times more likely that our target audience will be found on Twitter. Not only are they available on Twitter they are also 33% more likely to share content potentially increasing social amplification.
The possibility for data interpretation and implementation are endless! Is everything as it seems... not sure? Why not investigate the Twin Peaks’ audience?
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* Monitored from May 22 to September 4, 2017. Monitored terms have been: #twinpeaks, # TwinPeaks2017, #TwinPeaksPremiere, #TwinPeaksSundays
