Don't Kill the Messenger with Movie Strategist Kevin Goetz

Melva Benoit (Veteran Entertainment Researcher/Strategist) on the Intersection of Television, Audience Research, and Marketing

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Apr 4, 2024

Melva Benoit, founder of the Marian Dupree Group, brings her wealth of experience from top media companies like Disney and NBC Universal. In their engaging conversation, she delves into her passion for television and the critical role of research in shaping successful shows, including iconic titles like Seinfeld and Friends. Benoit discusses the complexities of audience dynamics and the myths around TV scheduling, while emphasizing the necessity of understanding viewer behavior to enhance storytelling and marketing strategies in today’s evolving media landscape.

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ANECDOTE

Showkiller Nickname Origin

Melva Benoit was nicknamed "Showkiller" because she often had to deliver tough research news to TV producers.
She emphasized collaboration, stating she needs the show to succeed as much as the creators do.

ANECDOTE

Moderating South Park Focus Groups

Melva Benoit's first time moderating focus groups was at Comedy Central for the show South Park.
She found kids brutally honest when testing content, especially with cartoons.

INSIGHT

Role of Research in Media

Research teams must not only fulfill routine tasks but anticipate and answer unasked questions to add value.
They should actively participate in meetings to become indispensable to stakeholders.

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In this episode of "Don't Kill the Messenger," host Kevin Goetz sits down with Melva Benoit, founder and president of the Marian Dupree Group. A trailblazer in research and consumer insights, Benoit has held senior executive positions in major media companies including Viacom, Disney, Turner, NBC Universal, and Fox. Together, they delve into her rich background in television market research, discussing her unique insights and experiences in the entertainment industry.

Benoit's Early Career (06:01)
Growing up in Houston, Texas, Benoit developed a love for television and aspired to be in charge of Saturday morning cartoons. She attended Howard University and began her career in research at King World, eventually moving to Cartoon Network and Comedy Central.

The Role of Research in Television (09:55)
Benoit explains the three main functions of research within media institutions: keeping the lights on, taking requests, and anticipating stakeholders' needs. She emphasizes the importance of research teams contributing to meetings even when there isn't a direct need for research.

Analyzing Successful TV Shows – Seinfeld, Friends, and South Park (20:08)
Benoit discusses the testing and success of shows like Seinfeld (20:08), Friends (23:57), and South Park (40:26). She highlights the importance of understanding how audiences learn to watch and relate to characters in television shows.

The Changing Landscape of Media (27:47)
The pair discuss the importance of the audience and the challenges of targeted advertising and the need for a more nuanced approach to understanding audiences.

Reframing Audience Measurement (29:20)
Goetz and Benoit discuss a new way of looking at marketing to consumers, focusing on shared attitudes, behaviors, and values rather than solely relying on demographic information. They emphasize the importance of reaching diverse audiences and the need for the advertising industry to adapt to this new way of thinking.

Melva Benoit's insights into the world of television market research shed light on the complex relationship between content creators, audiences, and advertisers. By advocating for a more nuanced understanding of entertainment consumers and embracing the changing media landscape, Benoit and Goetz offer a unique vision for the future of the industry. This engaging conversation highlights the importance of adaptability, creativity, and audience-centric thinking in the changing media landscape. If you enjoyed this episode, please leave us a review or connect on social media. We look forward to bringing you more revelations from behind the scenes next time on Don't Kill the Messenger!

Host: Kevin Goetz
Guest: Melva Benoit
Producer: Kari Campano
Writers: Kevin Goetz, Darlene Hayman, and Kari Campano

For more information about Melva Benoit:
LinkedIn: https://www.linkedin.com/in/melvabenoit/
Twitter: https://twitter.com/MelvagBenoit
The Marian Dupree Group, Inc.

For more information about Kevin Goetz:
- Website: www.KevinGoetz360.com
- Audienceology Book: https://www.simonandschuster.com/books/Audience-ology/Kevin-Goetz/9781982186678
- How to Score in Hollywood: https://www.amazon.com/How-Score-Hollywood-Secrets-Business/dp/198218986X/
- Facebook, X, Instagram, TikTok, YouTube, Substack: @KevinGoetz360
- LinkedIn @Kevin Goetz
- Screen Engine/ASI Website: www.ScreenEngineASI.com