Re-framing American Idol's audience

Segmenting the market for the world's biggest Reality TV show

Talent show TV



Client: Fremantle & Fox TV Network

Project: FECI Market Segmentation & Fan Map model

Project design: Colourtext & Innovation Pipeline

Fieldwork partner: Kantar Profiles

Colourtext and brand consultancy Innovation Pipeline were invited to create a market segmentation of the TV audience for American Idol, the world's biggest Reality TV show. After years at the top of US TV ratings American Idol was beginning to feel the pressure as new reality TV formats came on-stream and drew viewers away.

Colourtext developed a FECI market segmentation and Fan Map model of the US Reality TV audience that re-framed perceptions of American Idol viewers and their motivations to engage with music talent show content. The viewer personas we developed inspired new creativity in content production, which underpinned the revitalisation and relaunch of the American Idol brand.

If you'd like to discuss what a FECI segmentation and Fan Map model might look like for your market please drop us an email and we'll get right back to you.

Mark Uttley
Group Strategy Director, AKQA, San Francisco, US

"Colourtext always take a fresh approach to discovering hidden patterns in data. Whether you want to conduct segmentation or mine your CRM for deep insights, they will help you see your customers , and what they are seeing , in new ways."

Joaquim Bretcha
International Director of Netquest and President of ESOMAR, Barcelona, Catalonia, Spain

"Colourtext and Netquest have partnered on different occasions to showcase the power of the digital behavioural data extracted from Netquest’s consumer panel. Colourtext has not only the expertise of dealing with big datasets but also has brilliant creativity to make the most sense out of them. Working with Colourtext is a rich, agreeable and easy going experience"

Mark Barber MBE
Planning Director, RadioCentre, London, UK

"More than a decade of success for Radiog auge across the world is a testament to Colourtext’s experience and perseverance. There are many obstacles to creating a global currency for measuring radio advertising effectiveness - Colourtext has managed to tackle all of them."

"It’s rare to find research companies that really understand the unique radio / listener relationship and what makes radio advertising work. With experience of researching the medium on both sides of the fence, Colourtext is one of those rare companies."

Simone Lawrence
Director of Insights, Canadian Broadcast Sales, Toronto, Canada

Colourtext has an agile approach to research that ensures a successful outcome to every challenge CBS gives them. The depth of experience and understanding the Colourtext team brings to each study demonstrates their value in the audio space. We have a very positive nine year working relationship behind us that has created significant value for CBS and our clients. We remain committed to working with Colourtext in the coming years.

Jon Puleston
Vice President of Innovation, Kantar Profiles, London, UK

It's rare to find a partner with the mix of analytical, technological and creative skills offered by Colourtext. Jason and his team seem to roam around freely in data, find the stories that matter and bring a distinctive aesthetic vision to the presentation of information.