On September 25th, Motive Television and Granite Broadcasting’s television station KOFY concluded an initial survey of 17,000 viewers in San Francisco and the Bay Area with the objective of gauging viewer interest concerning the delivery of additional KOFY content and services to their connected devices using Motive Television’s technology.
During a seven day period, more than 450 people responded. Amongst them, 84% were between 25-64 years old and 56% were between 35-54. These audience segments are highly compelling to advertisers.
The survey provided positive and extremely interesting feedback, the most significant being:
• An overwhelming proportion of the respondents (50% of the total, 58% between 35-54 years old), would "very likely" or "definitely" sign up to the new service, while 35% would "need more info" before deciding to do so.
• 70.2% of the respondents would like to "watch KOFY TV shows at any time", while 59.6% of respondents want to "watch shows on devices such as a laptop, a smartphone, or an iPad" (the question allowed for multiple answers).
• 33.7% of the respondents do not have a Facebook page and a surprising 17.8% of them receive their TV exclusively through conventional over-the-air broadcasting, while 25.1% receive it exclusively through online services such as Netflix and Hulu.
• 56% said "yes" to participate in the forthcoming next step of the market test.
Both Motive Television and KOFY are very pleased with the results of the survey and are set to continue with the next phase of the market test to help identify the best product features for the market.