Case YLE: Getting intimate with the public

The Finnish Broadcasting Company

Starting point

YLE felt the competition of commercial televisions and radio channels and the diverse demand of the public. YLE wanted to serve it’s clients better and to do so, it needed to have insight into the viewers and listeners.

Objective of cooperation

To support YLE, Vectia helped to find the most accurate and relevant segmentation model. The viewers’ relationship to YLE-produced content was found to be the most relevant segmentation criterion. The resulted eight segments were intimately described and to support the implementation, Vectia produced handbooks for YLE personnel.

Results and business impacts

YLE’s Managing Director Mikael Jungner was personally surprised by the wealth and value of information and the quality of the work done. The results will be relevant for several years to come, as views, opinions and attitudes take a long time to change. According to Jungner, Vectia segmentation also provides a systematic way of approaching viewers and listeners plus it provides resources for programme maps as well as for individual programmes.