News Viewers Not Switching To TV3 – CVM/Digipoll Research Shows Why
Monday, 22 April, 2002
Since the launch of TV3, it has struggled to win News viewers away from TV1. A new research value added approach, called
The CVM/DigiPoll TV News survey, developed by companies Customer Value Management and DigiPoll has produced information
that shows why TV News viewers aren’t switching from TV1 to TV3.
“Politicians have come to rely on the precision of our political polls. Now TV News Producers have the same reliable
information for tracking programme performance. We have used our unique random dialling system, the same one used in our
political polls, to ensure we have the right cross section of viewers.” says Dr. Gabriel Dekel, Director of DigiPoll.
While TV3 is ahead on the general and sports news, it lags well behind TV1 on weather news and forecasting. The special
CVA® techniques used in the study found that the weather news is a strong driver of viewer loyalty. The research shows
which news station is ahead in areas such as warmth, personality and delivery of news and weather presenters, and having
an acceptable level of advertising.
“Unless TV3 dramatically improves its weather news and forecast segment, it faces a long haul to build news viewer
numbers. While it is well placed with other aspects of the news it needs to focus improvement on the weather segment.”
says Rodger Gallagher from Customer Value Management.
The data was collected via 530 random digit telephone interviews conducted nationally. People who regularly watch the
news were polled during March 2002. The data was then analysed and modelled.
“Data is already collected on what people are watching – we are interested in why people are watching. This is the sort
of Management Science Information that leading businesses are using all around the world to win customers” says Rodger
Gallagher.
Rodger Gallagher is one of the leading experts in using customer value, and loyalty and knowledge based approaches. His
company consults internationally in these fields. He is author of the book, “Customer Value Management: The CVA
Collection”. More information available at www.cvm.co.nz
DigiPoll is the Hamilton-based survey research supplier who regularly conducts the New Zealand Herald political issues
and election polls. Well-known in New Zealand for the accuracy of its results, DigiPoll has a growing list of both New
Zealand and international clients, and continues to expand worldwide. More information is available on its website
www.digipoll.co.nz.
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