NBC Universal: Broadcast, Digital and Print Properties – Leveraging actionable sustainability intelligence for programming and ad sales
NBC Universal needed actionable and intuitive intelligence with a fresh and big picture approach to people, brands and sustainability that went outside the niche ‘eco’ consumer and looked collectively at consumer, cultural and marketplace intelligence to inform programming and ad sales. They needed market intelligence that went beyond attitudinal pulsing only and was built as a tool to innovate and create product, positioning and marketing opportunities. To deliver against this need NBC Universal leveraged The SHIFT Report’s Sustainability Passion Index (SPI) consumer segmentation model that reveals the true sustainability segments of the population and is based on how people actually define and interact with sustainability – of which ‘green’ is just one area. Looking not only at the segments sustainability profile but also how they interacted with brands – from which communications channels they were looking to for information about brands’ sustainability credibility to their sustainable consumption patterns, brand relationships and more allowed NBC to meet their objectives and also uncover new opportunities across two key business areas: programming and ad sales.
In addition to the SPI, Ci also created a bespoke sustainability segmentation study for NBC from the Sustainability Passion Index model that was specifically about sustainable moms.
