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Our social media research into the audience of UK TV programme, Embarrassing Bodies.
Citation preview
Precise Brand Insight
Initial analysis into perceptions of Embarrassing Bodies
Contact:Dan MilesNew Business Consultant – Brand [email protected] 7264 4767www.precise.co.uk
Contents
Key findings 4
Analysis 5
Conclusions and considerations 9
Appendix 10
2
Key findings
4
There was a high level of buzz within social media around
Embarrassing Bodies during the current series – which was
almost exclusively comprised of user-generated opinion –
with spikes in volumes amid the airing of each episode.
There appears to be a morbid fascination driving viewers to watch
and comment upon the programme, with expressions of disgust
the most common type of comment. However, not all expressions
of disgust were positive, with some claiming that they could not
watch the programme because of it.
Other prominent drivers of conversation included the
conditions of the patients in the programme and questions
about why people would go on the programme. Comments
along these themes tended to be derogatory towards the patients,
with viewers claiming that their conditions are disgusting or
shocking, or questioning the logic of being too ‘embarrassed’ to
show a condition to a doctor, but being willing to go on TV and
show it to the viewers.
However, not all discussions about the patients and
conditions were derogatory. There was some evidence that the
programme plays an educational role, and that it had the ability to
make viewers feel better and gain perspective on their own
problems.
Dr Christian featured prominently within discussions about the
programme. Comments about his looks were common and some
viewers cited him as their motivation for watching the show.
However, not all comments about the doctor were positive.
Among negative conversations, there were questions about the
concept of the show, as well as more generic comments of
dislike. Even among apparently avid views, there were suggestions
by some that the programme was a ‘guilty pleasure’ rather than
something to be proud of watching. There was also a propensity to
use the programme as the basis of a joke. Despite this however,
there was a significant proportion of positive comments about the
show, along with a large number of recommendations for others to
watch it.
The programme drew a number of Tweets by notable people,
including Michael Owen, Frankie Sandford and David Mitchell.
These comments were re-tweeted by hundred of viewers, buoying
conversations about the programme.
Volume and source structure of conversations
5
Twitter97%
Facebook2%
Forums1%
Comments<1%
Blogs<1%
Videos/ Images<1%
Source Structure of Conversations
01/0
3/20
12
05/0
3/20
12
09/0
3/20
12
13/0
3/20
12
17/0
3/20
12
21/0
3/20
12
25/0
3/20
12
29/0
3/20
12
02/0
4/20
12
06/0
4/20
12
10/0
4/20
12
14/0
4/20
12
18/0
4/20
12
22/0
4/20
12
26/0
4/20
12
30/0
4/20
12
04/0
5/20
12
08/0
5/20
12
12/0
5/20
12
16/0
5/20
12
20/0
5/20
12
24/0
5/20
12
28/0
5/20
12
01/0
6/20
12
05/0
6/20
12
09/0
6/20
12
13/0
6/20
12
17/0
6/20
12
21/0
6/20
12
25/0
6/20
12
29/0
6/20
12
03/0
7/20
12
07/0
7/20
12
11/0
7/20
12
15/0
7/20
12
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
Volume of Content Over Time
Nu
mb
er
of s
oci
al m
ed
ia p
ost
s
There were 209,285 mentions of the Embarrassing Bodies
programme since the beginning of March. The vast majority of
posts were on Twitter and comprised opinions about the show.
Mentions of the show spiked amid each episode, but the average
volume of posts during each show has fallen since the first episode.
The programme was Tweeted about by a number of noteable
people, including David Mitchell (“I used to have some
Embarrassing Bodies. Then I put a patio in and moved house. Can
@DoctorChristian tell if that's true or a lie? #wilty” ), whose post
reached a potential audience of over half a million and was re-
tweeted more than 200 times.
Topics of conversation
6
Other
Jokes about the programme
Makes me feel normal
Generic positive comments and recommendations
Comments on Dr Christian
Generic negative comments
Why would people go on the show?
Watching/ Want to watch the programme
Comment on/ discussion about conditions
Find the programme disgusting
0% 5% 10% 15% 20% 25% 30%
Share of topics of conversation surrounding Embarrassing Bodies
Analysis of conversations (i)
7
Conversations about Embarrassing Bodies within social
media were primarily driven by expressions of disgust,
however not all comments of this type were negative in
sentiment towards the programme. There appears to be a
morbid fascination about the conditions shown in the programme
which causes people to watch it and to comment about it online. A
large proportion of posts simply asserted that the program was
disgusting or made them feel sick (“Embarrassing bodies is the
one of the vilest shows on earth #rank”), but a significant
proportion of these also cited this as a driver to watch it (“can't
wait for embarrassing bodies so i can laugh at people then vomit”).
Other common posts included those which claimed that it was
difficult to eat while watching the show (“Watching embarrassing
bodies whilst eating...well anything...is a VERY bad idea :s”).
More specific posts commenting on the conditions shown on
the programme were also prominent. Posts of this type ranged
from short sharing the conditions which were shown (“@vmad7
@krustybits74 @EmbBodies :( first patients name was Kirsty and
she had inverted nipples, poor girl”), to longer posts within forums
which discussed the condition in more detail (“There was
something about this on a programme called embarrassing bodies
last week or week before where lady could see her bowel
movements in side of her through the gap! Maybe this is what u
have? Just a guess tho, im certainly no doctor lolxx”).
A similar proportion comprised posts in which people stated
that they are currently watching the programme, or expressed
anticipation. these posts frequently cited the programme as a ‘guilty
pleasure’ and compared it to other shows which they enjoyed but
claimed were ‘rubbish’ (“I swear every week I end up watching
Embarrassing Bodies... #guiltypleasure”). Other posts simply stated
excitement or anticipation before the show, or complained that they
would miss an upcoming episode (“OMG embarrassing bodies is
back soon yass :D”).
There was a high volume of posts questioning the concept of
the show, suggesting that if people were embarrassed about
their condition that they should not want to show it on TV.
Posts of this type tended to be derogatory towards the patients on
the show (“I dont understand how the people on Embarrassing
Bodies broadcast their nasty body to the whole world rather than go
to a normal doctor”).
Other negative comments were driven by posts questioning
why anyone would want to watch the show. Some of these posts
questioned the concept of the programme or how people could
watch it (“RT @skeletonunicorn: omg why would anyone watch
embarrassing bodies out of their own free will ew”), whereas others
cited the programme alongside other programmes they disliked.
Analysis of conversations (ii)
8
Dr Christian was a prominent feature within conversations
about the programme, drawing both positive and negative
comments from viewers. The majority of posts about doctor was
positive, with his looks a prominent focus (“Wey aye never
realised just how fit Dr Christian off embarrassing bodies is”),
whereas other posts comprised details of where he had been
spotted (“Dr Christian Jessen of Embarassing Bodies just walked
past the @ntcollection stand at @The_RHS Hampton Court...the
celebrity count starts!”). Some viewers even cited Doctor Christian
as a motivation to watch the show (“Embarassing Bodies on a
Monday, Supersize v Superskinny on a Tuesday..just can't get
enough of the gorgeous @DoctorChristian #obsessed”).
Although less common, there were positive comments about
the programme which were not driven by a morbid
fascination of the conditions shown. The ability of the
programme to raise the self-esteem and confidence of the viewer
was a common theme, with viewers claiming watching it made
them feel more ‘normal’ and gave them perspective (“Nothing like
'Embarrassing Bodies' to make you feel good no matter what is
going on in your life at the moment.”). Other positive comments
often comprised recommendations for others to watch the
programme
The programme was used as the subject of a number of jokes,
with people joking about the show and about the patients and
their conditions. These types of posts were driven – in large part –
by the joke “I'm considering going on Embarrassing Bodies.... One of
my testicles is bigger than the other two”. Other posts were again
derogatory about the patients on the show (“#SheAintWifeyMaterial
if she's been on embarrassing bodies”), while others focused there
were also jokes about the doctors (“Doctor on embarrassing bodies
called 'Joy Tickle' hahaha #easilyamused.”).
Conclusions and considerations
9
The combination of a high volume of buzz and a high
proportion of organic, user-generated conversation suggests
there is a desire among viewers to interact and engage with
Embarrassing Bodies in a social manner. Therefore, there is an
opportunity to develop the social aspects of the programme,
including those that already exist, such as the app. There was
evidence that people are using the app, as it was cited in a
number of comments, but this, along with the programme’s
website, could be developed to encourage engagement during
and outside the programme’s airtime. An in-depth analysis of
comments specifically referring to the programme’s website or app
may provide insight as to what viewers like about the app, and
how it can be improved.
The main motivation to watch the show, and comment on it
within social media, appears to be a morbid fascination with
the conditions of the patients. Expressions of disgust was the
most common type of post, with people sharing the ‘disgusting’
details with others on Twitter. For some, being able to watch the
programme was seen as something to be proud off. However this
disgust was not entirely positive, with others claiming that they
could not watch the show because of it. There was also the
suggestion among some viewers that the show was considered
more as a ‘guilty pleasure’, rather than something to be proud of
watching.
Although there was some evidence that Embarrassing Bodies
is raising awareness of the conditions shown, a large
proportion of comments which discussed the conditions was
derogatory towards the patients. The most common driver of
conversations about the conditions was a desire to list shocking or
‘disgusting’ details, rather than to discuss the conditions from a
medical angle. However, there was some evidence that the
programme does play an educational role, with discussions about
medical conditions within forums referring to the show. The
propensity to discuss the conditions included in the programme
within forums suggests that people use it as a source of knowledge,
and are at times using it to self-diagnose themselves and others.
The development of the programme's app and website presents an
opportunity to emphasise the educational role of the programme and
moderate the self-diagnosis of viewers.
It appears the challenge for Embarrassing Bodies may be to
continue to include patients with conditions that draw interest
without sacrificing the patient’s dignity or turning off viewers
by being too shocking. A focus on the educational role of the show
may go some way in counteracting this issue. It may also be useful
to conduct a more in-depth analysis of which specific conditions
generate the most buzz, and which viewers find too shocking.
Appendix
Influential Tweets
11
Person Tweet Followers Re-Tweets
Michael OwenNine and a half hours sleep last night. That is my new record. Only downer is I fell asleep just before Embarrassing Bodies came on.
1,190,998 49
Michael OwenEmbarrassing bodies is the best shout so far. If people are that embarrassed why do they let the cameras film them?
1,189,272 324
Frankie SandfordPretty sure we quizzed @doctorchristian allll night about embarrassing bodies... A show u love to hate! It's amaze!
830,096 21
David MitchellI used to have some Embarrassing Bodies. Then I put a patio in and moved house. Can @DoctorChristian tell if that's true or a lie? #wilty
704,075 285
Marcus Collins Gonna vomit! Embarrassing bodies is just too much 693,059 91
Frankie BoyleMadonna's tour looks like its essentially Embarrassing Bodies - The Musical.
638,161 1,746
BBC Radio 1Hi! Grimmy is in for Greg again this wk with more drivetime LOLs. Dr Christian off've Embarrassing Bodies is in later! http://bbc.co.uk/radio1
561,540 2
Charlie BrookerEmbarrassing Bodies Live is about to examine a weeping open wound on a man's arse. Earlier they asked for tit photos from female viewers.
539,616 195
Rochelle WisemanThe programme 'Embarrassing Bodies' really freaks me out but I can't turn it over, It shocks me when they just pull their pants down WOW
498,561 91
Sarah MillicanThanks to Embarrassing Bodies (and @DoctorChristian), I have an excuse to eat more Brussel Sprouts. Sorry to boyfriend.
485,247 18
Supporting verbatim
12
Find the programme disgusting “Embarrassing bodies...... The most intriguing and disgusting show ever
Oh how I love it”
“can't wait for embarrassing bodies so i can laugh at people then vomit”
“Embarrassing bodies makes me want vomit. Even just reading about
what's going to happen in an episode makes me feel ill.. #EWWW”
“Need to wash my eyeballs after watching embarrassing bodies...why
can't I turn it off?”
“I really don't know why I'm watching embarrassing bodies it turns my
stomach I literally want to be sick :S”
“Embarrassing Bodies is in great form tonight. Ulcerated cheesy smelling
penis's (plural?), messed up tinea afflicted feet; ladies that smell fishy.
It's like watching old people make out; I'm completely grossed out but I
cant help watching.”
“Embarrassing bodies is the one of the vilest shows on earth #rank”
“Embarrassing bodies makes me want vomit. Even just reading about
what's going to happen in an episode makes me feel ill.. #EWWW”
“Watching embarrassing bodies whilst eating...well anything...is a VERY
bad idea :s”
Comment on/ Discussion about condition “@catbeahan Embarrassing bodies...verruca freaky foot
http://t.co/nRRL4FqY”
“Tonight's Embarrassing Bodies features a man with "problematic testicles"
- wonder what they do.”
“There was something about this on a programme called embarrassing
bodies last week or week before where lady could see her bowel
movements in side of her through the gap! Maybe this is what u have? Just
a guess tho, im certainly no doctor lolxx”
“Wtf... On embarrassing bodies, there was a woman that puts coffee up her
arse... Why would you ever think to do that???”
“@vmad7 @krustybits74 @EmbBodies :( first patients name was Kirsty
and she had inverted nipples, poor girl”
“Embarrassing Bodies has covered it many times... and it's ALL curable. If I
stank I'd know, and I'd shop at Tesco.com, get them to leave it on the
doorstep whilst I was waiting for the operation.”
“I watched a programme recently - embarrassing bodies in the uk, and the
Dr diagnosed Cervical errosion. Apparently the cervix is responsible for
producing discharge and when its erroded, it produces more.”
“Some women have adams apples too. Seen it on embarrassing bodies.”
Supporting verbatim
13
Watching/ Want to watch the programme “watching an Embarrasing Bodies marathon so we can diagnose
everybody”
“I swear every week I end up watching Embarrassing Bodies...
#guiltypleasure”
“neeeed an early night but embarrassing bodies live from the clinic is on
tonight!!! #priorities”
“Just discovered the UK show Embarrassing Bodies and have been on a
bit of a marathon the last couple of days.”
“Goes off to watch Embarrassing Bodies, after reading "Bum Funnel" on
first page.”
“Catching up on my share of British TV with Embarrassing Bodies.”
“Ooh yiss Embarrasing Bodies is on tonight #trousercoughs
#periscopewilly”
“EMBARRASSING BODIES IS ON TONIGHT, this is a dream come true
<3”
“OMG embarrassing bodies is back soon yass :D”
Why would people go on the show? “Hi I'm to scared to show my vagina to my doctor so I'm going on channel 4
instead on embarrassing bodies, becuase I make sense.”
“Embarrassing bodies: "I've never shown anyone because I look like a
freak“ Ok so instead you'll show the nation? #okbabe”
“Strange how people won't go to their doctors but they will go on
Embarrassing Bodies on national television”
“so embarrasing bodies your to scared to go to the doctors so showin git on
tv makes you feel much more confident”
“Watching Embarrassing Bodies. I don't get it! They can't go to their own
GP but they can go on tv?!!!”
“why would you go on embarassing bodies to show your uneven breasts?
it's quite clear there's only one option to resolve that situation :s”
“RT @sickipediabot: Embarrassing bodies -Too embarrassed to show your
mates in private? Why not go on tv where millions can see”
“Embarrassing bodies- for people who don't know what a local doctor is”
“I dont understand how the people on Embarrassing Bodies broadcast their
nasty body to the whole world rather than go to a normal doctor”
Supporting verbatim
14
Comments on Dr Christian “@BenJamesAdams has a secret crush on Dr Christian from
Embarrassing Bodies.”
“Embarassing Bodies on a Monday, Supersize v Superskinny on a
Tuesday..just can't get enough of the gorgeous @DoctorChristian
#obsessed”
“@mjrobbins do you follow @DoctorChristian from C4's embarrassing
bodies show? He does this all the time "Blueberries are not super
foods"etc"
“Dr Christian Jessen of Embarassing Bodies just walked past the
@ntcollection stand at @The_RHS Hampton Court...the celebrity count
starts!”
“Omg Dr Christian off embarrassing bodies is GAY”
“That doctor off embarrassing bodies really freaks me out! Torso of the
week in #heat ... No doctor should have muscles that big!!”
“Wey aye never realised just how fit Dr Christian off embarrassing bodies
is”
“RT @livv_wright: Omg massive let down that Dr. Christian from
embarrassing bodies is gay!! He's so hot! #cry”
Generic negative comments “There's a tv show called embarrassing bodies? What is wrong with this
world?!?”
“@TheSoup just informed me there's a show called "Embarrassing Bodies".
I say this a lot, but I'm serious this time: Get me off this rock.”
“RT @skeletonunicorn: omg why would anyone watch embarrassing bodies
out of their own free will ew”
“Eeey I tell ya - embarrassing bodies is bloody awful. Dunno why I watch
it!!! Urgh!!!!”
“RT @GeorgiaCraig_: how can anyone watch embarrassing bodies
though?”
“There's nothing on Tv at night...Only crap on is Supersize vs.
Superskinny...Hate this program, along with Embarassing Bodies...”
“Whyyyy is that ad for Embarrassing Bodies constantly destroying my tv
viewing experience”
“Watching embarrassing bodies, Jesus Christ, it's horrible.”
“There is actually a TV show called 'Embarrassing Bodies.' I can't even.”
Supporting verbatim
15
Generic positive comments and recommendations “@screamingsonic you should watch uk tv show embarrassing bodies.
Amazing squeamish show”
“RT @timtamtyla: Embarrassing Bodies is on, I love watching it even
though it makes me sick.”
“EMBARRASSING BODIES ON TV. THIS MAKES ME HAPPY. #BOILS”
“OK. I'll admit it. As soon as #TheVoiceAU is finished, I turn over to
Embarassing Bodies #guiltypleasure”
“Just discovered tv show Embarrassing Bodies is a BAFTA awarded
show :-) It's great on reducing #stigma”
“Ah I don't know what it is about Embarrassing Bodies but I find it
strangely fascinating watching ppl reveal everything to national tv”
“Embarrassing bodies is on! Followed by Extreme Makeover - Weight
loss Edition. Yes, I have a love for awful TV.”
“Channel 4's Embarrassing Bodies is always good TV. I'm the only one in
my house who can watch it - squeamish fools”
“@zoid9000 You should watch a programme we have over here called
Embarrassing Bodies (-;”
Raises self-esteem “Embarrassing bodies.... The show that puts the significance of a pimple
into perspective.”
“Watching embarrassing bodies and Im blessed to have a great body and
good skin ツツ”
“Embarrassing Bodies is great for raising your self confidence”
“embarrassing bodies makes me feel normal,”
“Nothing like 'Embarrassing Bodies' to make you feel good no matter what
is going on in your life at the moment.”
“Thank you embarrassing bodies for making me feel normal hahaha fricken
freaks!”
“RT @laurenoliverr: watching Embarrasing Bodies almost makes me feel
very lucky to be healthy :')”
“walk'd in the lounge room n the show 'embarrassing bodies is on tv'
presenter: "tonight a man who's penis is literally hard to find"...fat guy: "it's
basically impossible to get any penetration" bahahahahahaha suddenly life
don't seem so bad :)”
Supporting verbatim
16
Joke “RT @lukedbarnard: I'm considering going on Embarrassing Bodies....
One of my testicles is bigger than the other two”
“#SheAintWifeyMaterial if she's been on embarrassing bodies “
“@Beanabones Im going on Embarrassing bodies , 7 of my fingers are
bigger than the other 5 ...Err thats it ,thought twas funnier yst ..”
“Doctor on embarrassing bodies called 'Joy Tickle' hahaha
#easilyamused.”
“#ICantDateYou If you've been on embarrassing bodies #TooFit “
“When a girl moans about facial hair on embarrassing bodies and she's
called 'TASH' lol !!”
“haha on embarrassing bodies the doctor is interviewing an orange lol “
“@Doilydolly I did that once. Got stuck. Fingers like Allen keys... I'm
thinking of going on Embarrassing Bodies but it's useful on my bike. “
“RT @_PaulClark_: #NoNosDuringSex "Did you see me on
embarrassing bodies the other night?“”
Other “We could all go on embarrassing bodies and get surgery done for free ha!
X”
“we all had a picture with the lady from embarrasing bodies yesterday, was
so funny beth was so excited ! “
“RT @EmbBodies: To take a look at the Embarrassing Bodies ‘Breast
Gallery’ or to upload a photo of your own, go to http://t.co/9LzQ6BV1 “
“Series 1 of @EmbBodies Live from the #Clinic saved NHS £400,000 -
roughly 4 ambulances or 19 nurses starting salaries. http://t.co/kmnarBCE “
“Omg, you can get an embarrassing bodies app! “
“Brilliant app from Channel 4's Embarrassing Bodies http://t.co/XYkLtyWA
#iPhone”
“RT @macmillancancer: Live breast exam on @EmbBodies Live from the
#Clinic on Channel 4 now info> http://t.co/edHOGMRm Our info on scr ... “
“That Awkward Moment when you're at a music festival and the people
from Embarrassing Bodies appear on stage :L “
Example of #EmbarrassingBodies Instagram images
17
Contact:
Contact:James WitheyHead of Brand [email protected] 7264 6316www.precise.co.uk