How Comedy Central Increased MultiCultural Millennials Metrics

Summary

After three seasons, Key & Peele had not been as successful among African-Americans and Hispanics as Comedy Central had hoped.  The network commissioned three research studies to deepen their “understanding of Multicultural Millennials to ensure that all marketing and communications efforts are reaching and resonating with this more diverse audience.” Their research encompassed:

• A study of multi-cultural Millennials, consisting of weekly sessions with a “Multicultural Millennial Collaborative Community” with 300 members, as well as ethnographies, expert interviews, and content analysis.

• Key and Peele focus groups in three major cities with viewers and Multicultural Millennial non-viewers