How UKTV attracted new and younger viewers to its crime channel Alibi

Written by
Fifty Team

14 Jun, 2021

UKTV is a multi-award winning media company with seven channels: Dave, Gold, W, Drama, Alibi, Eden and Yesterday and on-demand service UKTV Play. UKTV’s media objectives focus on driving viewership figures both on television screens and their VOD player, with audience verticals generally being two-tiered: core channel audiences and show-specific.

Network visualisation of the UKTV Audience as seen on the Fifty platform.
The UKTV audience


UKTV came to Fifty seeking to change the perception of its British and US crime drama channel Alibi. While the pay tv channel has high awareness, it struggles with the category’s lowest conversion to viewing – only 2% of viewers choose the channel after the main terrestrials. Viewers understand the channel’s “range”, but crime fans perceive Alibi as a channel of old detective show reruns rather than original content.

UKTV’s prior attempts to shift perceptions used a broad media approach, which largely failed. In this instance, Fifty chose to use a hyper-targeted, data-led media strategy, focused on engaging users who were likely to resonate specifically with Alibi’s latest blockbuster, Briarpatch.


Fifty worked in partnership with Hearts & Science to enrich the understanding of Alibi’s existing audience and identify new audiences to build excitement for Briarpatch’s launch through a video campaign.  Since the show had already launched in the US, we also used social listening tools to find users in the UK who were interested in the show pre-launch.

Alibi has a small social audience of 12.3k, but using our network science technology, we were able to build out an audience of potential viewers to 2.44m, clustering them into tribes based on shared interests and passions. These identified tribes were then used to create valuable targeting areas. 

Once the study was up and running we were able to then use social listening tools to understand which tribes had a positive affinity with the show, thereby developing strong and relevant prospecting and targeting strategies.

Briarpatch debuted in the UK to an audience of 328k viewers, which was 71% higher than the viewer audience of that slot on average. The show also brought in a higher percentage of the much sought after age 35-44 demographic, with 40% of the audience fitting this category, versus the usual 30% for the slot.


Fifty can enhance traditional planning strategies. Although Alibi had a small seed audience, Fifty’s access to a wide pool of data sets allows us to expand our audience understanding, empowering better planning decisions.

Fifty uses dynamic data for better success. Constantly monitoring the social conversation around Briarpatch enabled us to reprospect and retarget to create more efficient campaigns.

Fifty can track incremental changes in your audience. As more people tuned in to watch Briarpatch, we saw the tribes of Alibi’s audience change to more mainstream – not just those interested in factual television – delivering new opportunities for Alibi.

UKTV // Check out our latest case studies here.

Discover how Fifty can help your business find and grow new audiences. Book a demo today.

Unmasking PS VR2's Audiences: Who is Living in a Virtual World?

Discover just how far the VR conversation has spread with PlayStation's latest product launch.

Related Articles

Unmasking PS VR2's Audiences: Who is Living in a Virtual World?

Discover just how far the VR conversation has spread with PlayStation's latest product launch.

The 2023 PPC Landscape: Benefits, Drawbacks, and Trends with Guy Parker

Learn the basics of PPC and understand its important role within campaigns

Fifty x Orchard Connects: Notes on Sponsorship

Fifty and Orchard Connects share their top 4 tips for sponsorship success.

High End Spending vs. The Recession: A Fifty Webinar

Watch MD Simon Eaton and Ben Whattam discuss the audience shift in the luxury sector amid a cost of living crisis.

Audience Deep-Drive: Drive to Survive and the F1 Teams

Meet the tribes behind Formula 1's teams and see how the Drive to Survive fanbase compares.

Fifty Journeys: Maz

Meet our Senior Client Executive, Maz!

Has The World Cup Controversy Been Pushed to the Sidelines?

Have World Cup fans drowned out the controversy surrounding host country Qatar?