Challenge

As the holy month of Ramadan holds significant importance for TV channels in Morocco, a major local TV channel aimed to captivate and engage a diverse family audience during this season. Their objective was to achieve high ratings by offering compelling programs that resonate with viewers' preferences and expectations.

Solution

To ensure the success of their Ramadan programming, the TV channel partnered with W-Adviser. Leveraging their expertise, the research firm undertook a comprehensive pretesting process to gather insights and feedback from the target audience.

Process

The TV channel targeted a broad range of viewers, spanning teenagers, young adults, and seniors, with a focus on families. Recognizing the cultural context and the tradition of Moroccan viewers spending increased time in front of the television during Ramadan, W-Adviser employed a qualitative approach with nationwide coverage, encompassing urban and rural areas. The sample included individuals who regularly watch national channels, those who do not, and those who engage with catch-up TV or streaming platforms. Various age groups and socio-economic classes were also considered.

W-Adviser conducted in-depth interviews and focus groups to gauge viewers' perceptions, expectations, and preferences regarding the channel's Ramadan programs. The pretesting process aimed to evaluate the program selection for the upcoming Ramadan lineup, identify the most effective communication channels to promote the programs, and assess the channel's overall image based on the impact of the lineup.

Key Findings and Insights

The pretesting process yielded several significant findings and insights that informed the TV channel's strategy for Ramadan programming. The findings included:

• Television presence throughout the day among the target audience, particularly women, outside of Ramadan.

• Reduced TV viewership among the younger demographic compared to adults.

• A peak in TV viewership was recorded just before the Iftar meal, extending until the call to prayer for Isha.

• Streaming platforms emerged as a popular medium for catch-up viewing during Ramadan.

• Sitcoms were well-received, although the comedy style and taste had evolved over the years.

• Viewers appreciated drama series, but they held high standards in terms of storytelling and production, often benchmarking international productions.

Utilizing Insights for Program Optimization

Armed with the valuable insights from the pretesting phase, the TV channel made strategic decisions to optimize its Ramadan programs. The selection of the program flow and lineup was guided by the feedback received, ensuring alignment with viewers' preferences and expectations.

Outcomes and Success

The TV channel experienced notable positive outcomes as a result of its optimized Ramadan programs. The channel's image evolved positively among viewers, reflecting their satisfaction with the programming. Additionally, the ratings for the Ramadan programs showcased an upward trajectory, indicating increased engagement and viewership.