Case Study: ABC Television

Measuring Consumer Perceptions Improves the Mobile App Experience

ABC was the first network to enable viewers to watch their favorite series on a mobile device through the ABC iPad app. With a rapidly expanding viewership, ABC needed to know who was watching programming via the app and how to leverage this touch point to increase consumer reach.

Using ForeSee cxMeasure for Mobile, ABC gained valuable feedback by collecting data from viewers during their mobile app experience. They identified key viewer segments and distributed this data throughout their organization to support the sales team in promoting advertising across platforms and to meet management’s need for reliable demographic information.