In early 2019, Hollyoaks – the long-running soap vital to years of after-school and post-lecture routines – needed a fresh approach; against the backdrop of linear TV declining for most age groups, with the youngest viewers in particular, dropping-off.
The harsh reality that over 55s – 28% of the population – accounted for more than half of all TV viewing meant that this youth focussed soap needed a new strategy. Something had to change – and to do this week looked at our audience for insight.
To grow viewing, we needed a model capable of presenting Hollyoaks in the right way, to the right people, based on their individual preferences. We needed to build a new model for advertising a soap.