Radio Times

We were tasked with helping Immediate Media and its agency redefine Radio Times’ brand proposition to boost its digital subscription base in a crowded multi-channel landscape. Our extensive quantitative study of existing readers and UK TV viewers provided a comprehensive audience profile. Through cluster analysis, we identified three key personality and behavioural typologies that were most receptive to and engaged with Radio Times’ new digital offerings. By integrating personality-led segmentation with consumer viewing behaviours, we gained a deeper understanding of the consumer mindset. This insight empowered Radio Times to tailor its digital strategy, effectively targeting these specific audiences and significantly enhancing brand awareness and interest.