CNN: Through data we have detected audience groups that are very committed to the brand

Thanks to the use of data, one of the most interesting findings that Seth Holladay, VP, Digital Research and Analytics at CNN, has noticed in the last two years has been the identification of frequency as an excellent indicator of where CNN fits in consumer’s relation with media.

“We found that a group of our audience visits our webpages and apps three, five, or more times a day and this is a small group of a much larger CNN audience, but they are incredibly committed. It is the 80/20 rule but taken to the extreme: 20% of the audience who generate 80% of the activity,” mentioned Holladay.

He expressed that through digital, a great deal of information is obtained about contents that look for two different segments in the audience: people who resort to CNN every day and those who visit it for the first time.

“This data can inform so many different things, not only regarding what content we choose to promot or the type of content we choose to create, but what people are reading, are looking at and it also tells us a great deal about what other things interest him. The fusion of all this data truly sheds light on what is working and what not, and how this can be applied from the advertising point of view,” he ended.