ABC Uses Mobile App for Live Oscars Research

ABC, in partnership with market research firm Ipsos, and mobile technology company Lumi Mobile, conducted an experimental research programme live during Sundays Oscars broadcast, using a mobile apps to get an insight into how viewers were reacting to the show.

Using a combination of chat, polls, trivia and open-ended questions, a panel of over 100 viewers created an extended virtual Oscar viewing party that offered an insight into how the different show elements – including the promos for upcoming ABC series – were being received.

Some of the key findings:

  • The respondents’ favourite moments were the opening, Billy Crystal, the auto tune song mix, and Sandra Bullock and Jeff Bridges presenting the best actor nominees.
  • 88 per cent of panelists said the AppCast aoo made watching the Oscars more enjoyable.
  • 92per cent said that AppCast-type interactive applications would make them more likely to watch live TV events.
  • Promos for several ABC series, including Body of Proof, Secret Millionaire and Modern Family, had high recall.

“We took the idea of our digital Oscar ‘backstage pass’ and applied it to research,” says Charles Kennedy, SVP, ABC Research. “Instead of going behind the velvet rope, we went in front of the living room couch to listen and interact with viewers in real time as they responded to the show.”