NT Live & Sky Arts

Research Project

The Challenge

Sky Arts and The National Theatre needed to evaluate in long-term partnership and ordinary running for several years. The objective was to determine the impact and awareness among the public participating both in related promotional activity and ticket purchasers.

The Approach

Our team of researchers visited cinemas across the country during private Sky customer screenings as well as public screenings. We captured feedback both quantitative and qualitative from participating audiences.

We were able to evaluate without geographical bias or unreasonable demographic bias what the recall was of Sky Arts' association with NT live. What was the overarching impact on the Sky Arts brand? And how did free access to private screenings through a promotional partnership with Sky VIP impact on understanding of Sky Arts and on awareness of both Sky Arts and NT live itself?

The Result

The result was resoundingly positive. Frequency of interaction with NT live increased awareness of the partnership and increased warmth towards the Sky Arts brand in a linear fashion.

Furthermore free screenings of NT live through the Sky VIP partnership was introducing new customers to NT live that were unaware of the the programme previously - customers who were happy to pay for a ticket in future to guarantee a seat.