At ITV, developing a business case for diversity which delivers objectives that are part of ITV’s Transformation Plan has been key. Understanding the commercial correlation between onscreen diversity and attracting new audiences is at the heart of our business case.
We regularly monitor and report onscreen diversity portrayal of all our shows across our channels. We can compare these figures against BARB data to analyse the relationship between portrayal and audiences – to see how onscreen diversity has an effect on the audience communities watching our shows. The insights gained from using this method are a tool for commissioning and production teams and we have used this model to build a commercial business case for diversity.
BARB currently reports on Black, Asian & Minority Ethnic (BAME) audience viewing and in this specific area – for example when we have worked on increased BAME portrayal – BARB data shows an increase in BAME viewers, whilst still retaining ‘traditional’ (non-BAME) audiences. The aim of this case model was to create a common language and understanding around the value or currency of diversity across the business.