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Precise Brand Insight
Initial analysis into perceptions of
Embarrassing Bodies
Contact:
Dan Miles
New Business Consultant – Brand Insight
dan.miles@precise.co.uk
020 7264 4767
www.precise.co.uk
Contents


       Key findings                     4
       Analysis                         5
       Conclusions and considerations   9
       Appendix                         10




2
Key findings
 There was a high level of buzz within social media around                Dr Christian featured prominently within discussions about the
    Embarrassing Bodies during the current series – which was               programme. Comments about his looks were common and some
    almost exclusively comprised of user-generated opinion –                viewers cited him as their motivation for watching the show.
    with spikes in volumes amid the airing of each episode.                 However, not all comments about the doctor were positive.
    There appears to be a morbid fascination driving viewers to watch
    and comment upon the programme, with expressions of disgust            Among negative conversations, there were questions about the
    the most common type of comment. However, not all expressions           concept of the show, as well as more generic comments of
    of disgust were positive, with some claiming that they could not        dislike. Even among apparently avid views, there were suggestions
    watch the programme because of it.                                      by some that the programme was a ‘guilty pleasure’ rather than
                                                                            something to be proud of watching. There was also a propensity to
 Other prominent drivers of conversation included the                      use the programme as the basis of a joke. Despite this however,
    conditions of the patients in the programme and questions               there was a significant proportion of positive comments about the
    about why people would go on the programme. Comments                    show, along with a large number of recommendations for others to
    along these themes tended to be derogatory towards the patients,        watch it.
    with viewers claiming that their conditions are disgusting or
    shocking, or questioning the logic of being too ‘embarrassed’ to       The programme drew a number of Tweets by notable people,
    show a condition to a doctor, but being willing to go on TV and         including Michael Owen, Frankie Sandford and David Mitchell.
    show it to the viewers.                                                 These comments were re-tweeted by hundred of viewers, buoying
                                                                            conversations about the programme.
 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.




4
Volume and source structure of conversations
 There were 209,285 mentions of the Embarrassing Bodies                                                        Source Structure of Conversations
                                                                                                                                   Comments        Blogs
              programme since the beginning of March. The vast majority of                                                Forums     <1%           <1%
                                                                                                                            1%                  Videos/ Images
              posts were on Twitter and comprised opinions about the show.                                          Facebook
                                                                                                                       2%                             <1%
              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-                                                         Twitter
                                                                                                                                       97%
              tweeted more than 200 times.


                                                                                      Volume of Content Over Time
                                20,000
 Number of social media posts




                                18,000
                                16,000
                                14,000
                                12,000
                                10,000
                                 8,000
                                 6,000
                                 4,000
                                 2,000
                                     0




5
Topics of conversation
                                Share of topics of conversation surrounding Embarrassing Bodies


                  Find the programme disgusting


        Comment on/ discussion about conditions


         Watching/ Want to watch the programme


              Why would people go on the show?


                    Generic negative comments


                      Comments on Dr Christian


 Generic positive comments and recommendations


                          Makes me feel normal


                    Jokes about the programme


                                         Other


                                                  0%    5%          10%         15%         20%   25%   30%



6
Analysis of conversations (i)
 Conversations about Embarrassing Bodies within social                     A similar proportion comprised posts in which people stated
    media     were     primarily    driven     by    expressions      of     that they are currently watching the programme, or expressed
    disgust, however not all comments of this type were negative             anticipation. these posts frequently cited the programme as a ‘guilty
    in sentiment towards the programme. There appears to be a                pleasure’ and compared it to other shows which they enjoyed but
    morbid fascination about the conditions shown in the programme           claimed were ‘rubbish’ (“I swear every week I end up watching
    which causes people to watch it and to comment about it online. A        Embarrassing Bodies... #guiltypleasure”). Other posts simply stated
    large proportion of posts simply asserted that the program was           excitement or anticipation before the show, or complained that they
    disgusting or made them feel sick (“Embarrassing bodies is the           would miss an upcoming episode (“OMG embarrassing bodies is
    one of the vilest shows on earth #rank”), but a significant              back soon yass :D”).
    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”).     There was a high volume of posts questioning the concept of
    Other common posts included those which claimed that it was              the show, suggesting that if people were embarrassed about
    difficult to eat while watching the show (“Watching embarrassing         their condition that they should not want to show it on TV.
    bodies whilst eating...well anything...is a VERY bad idea :s”).          Posts of this type tended to be derogatory towards the patients on
                                                                             the show (“I dont understand how the people on Embarrassing
 More specific posts commenting on the conditions shown on                  Bodies broadcast their nasty body to the whole world rather than go
    the programme were also prominent. Posts of this type ranged             to a normal doctor”).
    from short sharing the conditions which were shown (“@vmad7
    @krustybits74 @EmbBodies :( first patients name was Kirsty and          Other negative comments were driven by posts questioning
    she had inverted nipples, poor girl”), to longer posts within forums     why anyone would want to watch the show. Some of these posts
    which discussed the condition in more detail (“There was                 questioned the concept of the programme or how people could
    something about this on a programme called embarrassing bodies           watch it (“RT @skeletonunicorn: omg why would anyone watch
    last week or week before where lady could see her bowel                  embarrassing bodies out of their own free will ew”), whereas others
    movements in side of her through the gap! Maybe this is what u           cited the programme alongside other programmes they disliked.
    have? Just a guess tho, im certainly no doctor lolxx”).


7
Analysis of conversations (ii)
 Dr Christian was a prominent feature within conversations                The programme was used as the subject of a number of
    about the programme, drawing both positive and negative                jokes, with people joking about the show and about the
    comments from viewers. The majority of posts about doctor was          patients and their conditions. These types of posts were driven –
    positive, with his looks a prominent focus (“Wey aye never             in large part – by the joke “I'm considering going on Embarrassing
    realised just how fit Dr Christian off embarrassing bodies             Bodies.... One of my testicles is bigger than the other two”. Other
    is”), whereas other posts comprised details of where he had been       posts were again derogatory about the patients on the show
    spotted (“Dr Christian Jessen of Embarassing Bodies just walked        (“#SheAintWifeyMaterial    if   she's   been   on    embarrassing
    past the @ntcollection stand at @The_RHS Hampton Court...the           bodies”), while others focused there were also jokes about the
    celebrity count starts!”). Some viewers even cited Doctor Christian    doctors (“Doctor on embarrassing bodies called 'Joy Tickle' hahaha
    as a motivation to watch the show (“Embarassing Bodies on a            #easilyamused.”).
    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




8
Conclusions and considerations
 The combination of a high volume of buzz and a high                    Although there was some evidence that Embarrassing Bodies
    proportion of organic, user-generated conversation suggests           is raising awareness of the conditions shown, a large
    there is a desire among viewers to interact and engage with           proportion of comments which discussed the conditions was
    Embarrassing Bodies in a social manner. Therefore, there is an        derogatory towards the patients. The most common driver of
    opportunity   to     develop    the   social   aspects   of   the     conversations about the conditions was a desire to list shocking or
    programme, including those that already exist, such as the app.       ‘disgusting’ details, rather than to discuss the conditions from a
    There was evidence that people are using the app, as it was cited     medical angle. However, there was some evidence that the
    in a number of comments, but this, along with the programme’s         programme does play an educational role, with discussions about
    website, could be developed to encourage engagement during            medical conditions within forums referring to the show. The
    and outside the programme’s airtime. An in-depth analysis of          propensity to discuss the conditions included in the programme
    comments specifically referring to the programme’s website or app     within forums suggests that people use it as a source of
    may provide insight as to what viewers like about the app, and        knowledge, and are at times using it to self-diagnose themselves
    how it can be improved.                                               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.
 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       It appears the challenge for Embarrassing Bodies may be to
    most common type of post, with people sharing the ‘disgusting’        continue to include patients with conditions that draw interest
    details with others on Twitter. For some, being able to watch the     without sacrificing the patient’s dignity or turning off viewers
    programme was seen as something to be proud off. However this         by being too shocking. A focus on the educational role of the show
    disgust was not entirely positive, with others claiming that they     may go some way in counteracting this issue. It may also be useful
    could not watch the show because of it. There was also the            to conduct a more in-depth analysis of which specific conditions
    suggestion among some viewers that the show was considered            generate the most buzz, and which viewers find too shocking.
    more as a ‘guilty pleasure’, rather than something to be proud of
    watching.



9
Appendix
Influential Tweets
     Person                                               Tweet                                      Followers    Re-Tweets
                         Nine and a half hours sleep last night. That is my new record. Only
         Michael Owen                                                                                 1,190,998      49
                         downer is I fell asleep just before Embarrassing Bodies came on.

                         Embarrassing bodies is the best shout so far. If people are that
         Michael Owen                                                                                 1,189,272      324
                         embarrassed why do they let the cameras film them?

                         Pretty sure we quizzed @doctorchristian allll night about embarrassing
      Frankie Sandford                                                                                 830,096       21
                         bodies... A show u love to hate! It's amaze!

                         I used to have some Embarrassing Bodies. Then I put a patio in and
        David Mitchell                                                                                 704,075       285
                         moved house. Can @DoctorChristian tell if that's true or a lie? #wilty


        Marcus Collins   Gonna vomit! Embarrassing bodies is just too much                             693,059       91


                         Madonna's tour looks like its essentially Embarrassing Bodies - The
         Frankie Boyle                                                                                 638,161      1,746
                         Musical.

                         Hi! Grimmy is in for Greg again this wk with more drivetime LOLs. Dr
          BBC Radio 1                                                                                  561,540        2
                         Christian off've Embarrassing Bodies is in later! http://bbc.co.uk/radio1

                         Embarrassing Bodies Live is about to examine a weeping open wound
       Charlie Brooker                                                                                 539,616       195
                         on a man's arse. Earlier they asked for tit photos from female viewers.

                         The programme 'Embarrassing Bodies' really freaks me out but I can't
     Rochelle Wiseman                                                                                  498,561       91
                         turn it over, It shocks me when they just pull their pants down WOW

                         Thanks to Embarrassing Bodies (and @DoctorChristian), I have an
        Sarah Millican                                                                                 485,247       18
                         excuse to eat more Brussel Sprouts. Sorry to boyfriend.



11
Supporting verbatim
Find the programme disgusting                                                        Comment on/ Discussion about condition
 “Embarrassing bodies...... The most intriguing and disgusting show ever             “@catbeahan Embarrassing bodies...verruca freaky foot
  Oh how I love it”                                                                    http://t.co/nRRL4FqY”


 “can't wait for embarrassing bodies so i can laugh at people then vomit”            “Tonight's Embarrassing Bodies features a man with "problematic testicles"
                                                                                       - wonder what they do.”

 “Embarrassing bodies makes me want vomit. Even just reading about
  what's going to happen in an episode makes me feel ill.. #EWWW”                     “There was something about this on a programme called embarrassing
                                                                                       bodies last week or week before where lady could see her bowel
 “Need to wash my eyeballs after watching embarrassing bodies...why                   movements in side of her through the gap! Maybe this is what u have? Just
  can't I turn it off?”                                                                a guess tho, im certainly no doctor lolxx”



 “I really don't know why I'm watching embarrassing bodies it turns my               “Wtf... On embarrassing bodies, there was a woman that puts coffee up her
  stomach I literally want to be sick :S”                                              arse... Why would you ever think to do that???”



 “Embarrassing Bodies is in great form tonight. Ulcerated cheesy smelling            “@vmad7 @krustybits74 @EmbBodies :( first patients name was Kirsty and
  penis's (plural?), messed up tinea afflicted feet; ladies that smell fishy. It's     she had inverted nipples, poor girl”
  like watching old people make out; I'm completely grossed out but I cant
  help watching.”                                                                     “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
 “Embarrassing bodies is the one of the vilest shows on earth #rank”                  doorstep whilst I was waiting for the operation.”



 “Embarrassing bodies makes me want vomit. Even just reading about                   “I watched a programme recently - embarrassing bodies in the uk, and the
  what's going to happen in an episode makes me feel ill.. #EWWW”                      Dr diagnosed Cervical errosion. Apparently the cervix is responsible for
                                                                                       producing discharge and when its erroded, it produces more.”

 “Watching embarrassing bodies whilst eating...well anything...is a VERY
  bad idea :s”                                                                        “Some women have adams apples too. Seen it on embarrassing bodies.”



12
Supporting verbatim
Watching/ Want to watch the programme                                         Why would people go on the show?
 “watching an Embarrasing Bodies marathon so we can diagnose                  “Hi I'm to scared to show my vagina to my doctor so I'm going on channel 4
  everybody”                                                                    instead on embarrassing bodies, becuase I make sense.”


 “I swear every week I end up watching Embarrassing Bodies...                 “Embarrassing bodies: "I've never shown anyone because I look like a
  #guiltypleasure”                                                              freak“ Ok so instead you'll show the nation? #okbabe”


 “neeeed an early night but embarrassing bodies live from the clinic is on    “Strange how people won't go to their doctors but they will go on
  tonight!!! #priorities”                                                       Embarrassing Bodies on national television”


 “Just discovered the UK show Embarrassing Bodies and have been on a          “so embarrasing bodies your to scared to go to the doctors so showin git on
  bit of a marathon the last couple of days.”                                   tv makes you feel much more confident”


 “Goes off to watch Embarrassing Bodies, after reading "Bum Funnel" on        “Watching Embarrassing Bodies. I don't get it! They can't go to their own
  first page.”                                                                  GP but they can go on tv?!!!”


 “Catching up on my share of British TV with Embarrassing Bodies.”            “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”

 “Ooh yiss Embarrasing Bodies is on tonight #trousercoughs
  #periscopewilly”                                                             “RT @sickipediabot: Embarrassing bodies -Too embarrassed to show your
                                                                                mates in private? Why not go on tv where millions can see”

 “EMBARRASSING BODIES IS ON TONIGHT, this is a dream come true
  <3”                                                                          “Embarrassing bodies- for people who don't know what a local doctor is”


 “OMG embarrassing bodies is back soon yass :D”                               “I dont understand how the people on Embarrassing Bodies broadcast their
                                                                                nasty body to the whole world rather than go to a normal doctor”




13
Supporting verbatim
Comments on Dr Christian                                                      Generic negative comments
 “@BenJamesAdams has a secret crush on Dr Christian from                      “There's a tv show called embarrassing bodies? What is wrong with this
  Embarrassing Bodies.”                                                         world?!?”


 “Embarassing Bodies on a Monday, Supersize v Superskinny on a                “@TheSoup just informed me there's a show called "Embarrassing Bodies".
  Tuesday..just can't get enough of the gorgeous @DoctorChristian               I say this a lot, but I'm serious this time: Get me off this rock.”
  #obsessed”

                                                                               “RT @skeletonunicorn: omg why would anyone watch embarrassing bodies
 “@mjrobbins do you follow @DoctorChristian from C4's embarrassing             out of their own free will ew”
  bodies show? He does this all the time "Blueberries are not super
  foods"etc"                                                                   “Eeey I tell ya - embarrassing bodies is bloody awful. Dunno why I watch
                                                                                it!!! Urgh!!!!”
 “Dr Christian Jessen of Embarassing Bodies just walked past the
  @ntcollection stand at @The_RHS Hampton Court...the celebrity count          “RT @GeorgiaCraig_: how can anyone watch embarrassing bodies
  starts!”                                                                      though?”


 “Omg Dr Christian off embarrassing bodies is GAY”                            “There's nothing on Tv at night...Only crap on is Supersize vs.
                                                                                Superskinny...Hate this program, along with Embarassing Bodies...”
 “That doctor off embarrassing bodies really freaks me out! Torso of the
  week in #heat ... No doctor should have muscles that big!!”                  “Whyyyy is that ad for Embarrassing Bodies constantly destroying my tv
                                                                                viewing experience”
 “Wey aye never realised just how fit Dr Christian off embarrassing bodies
  is”                                                                          “Watching embarrassing bodies, Jesus Christ, it's horrible.”


 “RT @livv_wright: Omg massive let down that Dr. Christian from               “There is actually a TV show called 'Embarrassing Bodies.' I can't even.”
  embarrassing bodies is gay!! He's so hot! #cry”




14
Supporting verbatim
Generic positive comments and recommendations                               Raises self-esteem
 “@screamingsonic you should watch uk tv show embarrassing bodies.          “Embarrassing bodies.... The show that puts the significance of a pimple
  Amazing squeamish show”                                                     into perspective.”


 “RT @timtamtyla: Embarrassing Bodies is on, I love watching it even        “Watching embarrassing bodies and Im blessed to have a great body and
  though it makes me sick.”                                                   good skin       ”


 “EMBARRASSING BODIES ON TV. THIS MAKES ME HAPPY. #BOILS”                   “Embarrassing Bodies is great for raising your self confidence”


 “OK. I'll admit it. As soon as #TheVoiceAU is finished, I turn over to     “embarrassing bodies makes me feel normal,”
  Embarassing Bodies #guiltypleasure”

                                                                             “Nothing like 'Embarrassing Bodies' to make you feel good no matter what
 “Just discovered tv show Embarrassing Bodies is a BAFTA awarded             is going on in your life at the moment.”
  show :-) It's great on reducing #stigma”

                                                                             “Thank you embarrassing bodies for making me feel normal hahaha fricken
 “Ah I don't know what it is about Embarrassing Bodies but I find it         freaks!”
  strangely fascinating watching ppl reveal everything to national tv”

                                                                             “RT @laurenoliverr: watching Embarrasing Bodies almost makes me feel
 “Embarrassing bodies is on! Followed by Extreme Makeover - Weight           very lucky to be healthy :')”
  loss Edition. Yes, I have a love for awful TV.”

                                                                             “walk'd in the lounge room n the show 'embarrassing bodies is on tv'
 “Channel 4's Embarrassing Bodies is always good TV. I'm the only one in     presenter: "tonight a man who's penis is literally hard to find"...fat guy: "it's
  my house who can watch it - squeamish fools”                                basically impossible to get any penetration" bahahahahahaha suddenly life
                                                                              don't seem so bad :)”

 “@zoid9000 You should watch a programme we have over here called
  Embarrassing Bodies (-;”




15
Supporting verbatim
Joke                                                                        Other
 “RT @lukedbarnard: I'm considering going on Embarrassing Bodies....        “We could all go on embarrassing bodies and get surgery done for free ha!
  One of my testicles is bigger than the other two”                           X”


 “#SheAintWifeyMaterial if she's been on embarrassing bodies “              “we all had a picture with the lady from embarrasing bodies yesterday, was
                                                                              so funny beth was so excited ! “

 “@Beanabones Im going on Embarrassing bodies , 7 of my fingers are
  bigger than the other 5 ...Err thats it ,thought twas funnier yst ..”      “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 “

 “Doctor on embarrassing bodies called 'Joy Tickle' hahaha
  #easilyamused.”                                                            “Series 1 of @EmbBodies Live from the #Clinic saved NHS £400,000 -
                                                                              roughly 4 ambulances or 19 nurses starting salaries. http://t.co/kmnarBCE “

 “#ICantDateYou If you've been on embarrassing bodies #TooFit “
                                                                             “Omg, you can get an embarrassing bodies app! “

 “When a girl moans about facial hair on embarrassing bodies and she's
  called 'TASH' lol !!”                                                      “Brilliant app from Channel 4's Embarrassing Bodies http://t.co/XYkLtyWA
                                                                              #iPhone”

 “haha on embarrassing bodies the doctor is interviewing an orange lol “
                                                                             “RT @macmillancancer: Live breast exam on @EmbBodies Live from the
                                                                              #Clinic on Channel 4 now info> http://t.co/edHOGMRm Our info on scr ... “
 “@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. “
                                                                             “That Awkward Moment when you're at a music festival and the people from
                                                                              Embarrassing Bodies appear on stage :L “
 “RT @_PaulClark_: #NoNosDuringSex "Did you see me on embarrassing
  bodies the other night?“”




16
Example of #EmbarrassingBodies Instagram images




17
Contact:

Contact:
James Withey
Head of Brand Insight
james.withey@precise.co.uk
020 7264 6316
www.precise.co.uk

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Embarrassing Bodies - Audience Insight

  • 1. Precise Brand Insight Initial analysis into perceptions of Embarrassing Bodies Contact: Dan Miles New Business Consultant – Brand Insight dan.miles@precise.co.uk 020 7264 4767 www.precise.co.uk
  • 2. Contents Key findings 4 Analysis 5 Conclusions and considerations 9 Appendix 10 2
  • 3. Key findings  There was a high level of buzz within social media around  Dr Christian featured prominently within discussions about the Embarrassing Bodies during the current series – which was programme. Comments about his looks were common and some almost exclusively comprised of user-generated opinion – viewers cited him as their motivation for watching the show. with spikes in volumes amid the airing of each episode. However, not all comments about the doctor were positive. There appears to be a morbid fascination driving viewers to watch and comment upon the programme, with expressions of disgust  Among negative conversations, there were questions about the the most common type of comment. However, not all expressions concept of the show, as well as more generic comments of of disgust were positive, with some claiming that they could not dislike. Even among apparently avid views, there were suggestions watch the programme because of it. by some that the programme was a ‘guilty pleasure’ rather than something to be proud of watching. There was also a propensity to  Other prominent drivers of conversation included the use the programme as the basis of a joke. Despite this however, conditions of the patients in the programme and questions there was a significant proportion of positive comments about the about why people would go on the programme. Comments show, along with a large number of recommendations for others to along these themes tended to be derogatory towards the patients, watch it. with viewers claiming that their conditions are disgusting or shocking, or questioning the logic of being too ‘embarrassed’ to  The programme drew a number of Tweets by notable people, show a condition to a doctor, but being willing to go on TV and including Michael Owen, Frankie Sandford and David Mitchell. show it to the viewers. These comments were re-tweeted by hundred of viewers, buoying conversations about the programme.  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. 4
  • 4. Volume and source structure of conversations  There were 209,285 mentions of the Embarrassing Bodies Source Structure of Conversations Comments Blogs programme since the beginning of March. The vast majority of Forums <1% <1% 1% Videos/ Images posts were on Twitter and comprised opinions about the show. Facebook 2% <1% 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- Twitter 97% tweeted more than 200 times. Volume of Content Over Time 20,000 Number of social media posts 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 5
  • 5. Topics of conversation Share of topics of conversation surrounding Embarrassing Bodies Find the programme disgusting Comment on/ discussion about conditions Watching/ Want to watch the programme Why would people go on the show? Generic negative comments Comments on Dr Christian Generic positive comments and recommendations Makes me feel normal Jokes about the programme Other 0% 5% 10% 15% 20% 25% 30% 6
  • 6. Analysis of conversations (i)  Conversations about Embarrassing Bodies within social  A similar proportion comprised posts in which people stated media were primarily driven by expressions of that they are currently watching the programme, or expressed disgust, however not all comments of this type were negative anticipation. these posts frequently cited the programme as a ‘guilty in sentiment towards the programme. There appears to be a pleasure’ and compared it to other shows which they enjoyed but morbid fascination about the conditions shown in the programme claimed were ‘rubbish’ (“I swear every week I end up watching which causes people to watch it and to comment about it online. A Embarrassing Bodies... #guiltypleasure”). Other posts simply stated large proportion of posts simply asserted that the program was excitement or anticipation before the show, or complained that they disgusting or made them feel sick (“Embarrassing bodies is the would miss an upcoming episode (“OMG embarrassing bodies is one of the vilest shows on earth #rank”), but a significant back soon yass :D”). 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”).  There was a high volume of posts questioning the concept of Other common posts included those which claimed that it was the show, suggesting that if people were embarrassed about difficult to eat while watching the show (“Watching embarrassing their condition that they should not want to show it on TV. bodies whilst eating...well anything...is a VERY bad idea :s”). Posts of this type tended to be derogatory towards the patients on the show (“I dont understand how the people on Embarrassing  More specific posts commenting on the conditions shown on Bodies broadcast their nasty body to the whole world rather than go the programme were also prominent. Posts of this type ranged to a normal doctor”). from short sharing the conditions which were shown (“@vmad7 @krustybits74 @EmbBodies :( first patients name was Kirsty and  Other negative comments were driven by posts questioning she had inverted nipples, poor girl”), to longer posts within forums why anyone would want to watch the show. Some of these posts which discussed the condition in more detail (“There was questioned the concept of the programme or how people could something about this on a programme called embarrassing bodies watch it (“RT @skeletonunicorn: omg why would anyone watch last week or week before where lady could see her bowel embarrassing bodies out of their own free will ew”), whereas others movements in side of her through the gap! Maybe this is what u cited the programme alongside other programmes they disliked. have? Just a guess tho, im certainly no doctor lolxx”). 7
  • 7. Analysis of conversations (ii)  Dr Christian was a prominent feature within conversations  The programme was used as the subject of a number of about the programme, drawing both positive and negative jokes, with people joking about the show and about the comments from viewers. The majority of posts about doctor was patients and their conditions. These types of posts were driven – positive, with his looks a prominent focus (“Wey aye never in large part – by the joke “I'm considering going on Embarrassing realised just how fit Dr Christian off embarrassing bodies Bodies.... One of my testicles is bigger than the other two”. Other is”), whereas other posts comprised details of where he had been posts were again derogatory about the patients on the show spotted (“Dr Christian Jessen of Embarassing Bodies just walked (“#SheAintWifeyMaterial if she's been on embarrassing past the @ntcollection stand at @The_RHS Hampton Court...the bodies”), while others focused there were also jokes about the celebrity count starts!”). Some viewers even cited Doctor Christian doctors (“Doctor on embarrassing bodies called 'Joy Tickle' hahaha as a motivation to watch the show (“Embarassing Bodies on a #easilyamused.”). 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 8
  • 8. Conclusions and considerations  The combination of a high volume of buzz and a high  Although there was some evidence that Embarrassing Bodies proportion of organic, user-generated conversation suggests is raising awareness of the conditions shown, a large there is a desire among viewers to interact and engage with proportion of comments which discussed the conditions was Embarrassing Bodies in a social manner. Therefore, there is an derogatory towards the patients. The most common driver of opportunity to develop the social aspects of the conversations about the conditions was a desire to list shocking or programme, including those that already exist, such as the app. ‘disgusting’ details, rather than to discuss the conditions from a There was evidence that people are using the app, as it was cited medical angle. However, there was some evidence that the in a number of comments, but this, along with the programme’s programme does play an educational role, with discussions about website, could be developed to encourage engagement during medical conditions within forums referring to the show. The and outside the programme’s airtime. An in-depth analysis of propensity to discuss the conditions included in the programme comments specifically referring to the programme’s website or app within forums suggests that people use it as a source of may provide insight as to what viewers like about the app, and knowledge, and are at times using it to self-diagnose themselves how it can be improved. 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.  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  It appears the challenge for Embarrassing Bodies may be to most common type of post, with people sharing the ‘disgusting’ continue to include patients with conditions that draw interest details with others on Twitter. For some, being able to watch the without sacrificing the patient’s dignity or turning off viewers programme was seen as something to be proud off. However this by being too shocking. A focus on the educational role of the show disgust was not entirely positive, with others claiming that they may go some way in counteracting this issue. It may also be useful could not watch the show because of it. There was also the to conduct a more in-depth analysis of which specific conditions suggestion among some viewers that the show was considered generate the most buzz, and which viewers find too shocking. more as a ‘guilty pleasure’, rather than something to be proud of watching. 9
  • 10. Influential Tweets Person Tweet Followers Re-Tweets Nine and a half hours sleep last night. That is my new record. Only Michael Owen 1,190,998 49 downer is I fell asleep just before Embarrassing Bodies came on. Embarrassing bodies is the best shout so far. If people are that Michael Owen 1,189,272 324 embarrassed why do they let the cameras film them? Pretty sure we quizzed @doctorchristian allll night about embarrassing Frankie Sandford 830,096 21 bodies... A show u love to hate! It's amaze! I used to have some Embarrassing Bodies. Then I put a patio in and David Mitchell 704,075 285 moved house. Can @DoctorChristian tell if that's true or a lie? #wilty Marcus Collins Gonna vomit! Embarrassing bodies is just too much 693,059 91 Madonna's tour looks like its essentially Embarrassing Bodies - The Frankie Boyle 638,161 1,746 Musical. Hi! Grimmy is in for Greg again this wk with more drivetime LOLs. Dr BBC Radio 1 561,540 2 Christian off've Embarrassing Bodies is in later! http://bbc.co.uk/radio1 Embarrassing Bodies Live is about to examine a weeping open wound Charlie Brooker 539,616 195 on a man's arse. Earlier they asked for tit photos from female viewers. The programme 'Embarrassing Bodies' really freaks me out but I can't Rochelle Wiseman 498,561 91 turn it over, It shocks me when they just pull their pants down WOW Thanks to Embarrassing Bodies (and @DoctorChristian), I have an Sarah Millican 485,247 18 excuse to eat more Brussel Sprouts. Sorry to boyfriend. 11
  • 11. Supporting verbatim Find the programme disgusting Comment on/ Discussion about condition  “Embarrassing bodies...... The most intriguing and disgusting show ever  “@catbeahan Embarrassing bodies...verruca freaky foot Oh how I love it” http://t.co/nRRL4FqY”  “can't wait for embarrassing bodies so i can laugh at people then vomit”  “Tonight's Embarrassing Bodies features a man with "problematic testicles" - wonder what they do.”  “Embarrassing bodies makes me want vomit. Even just reading about what's going to happen in an episode makes me feel ill.. #EWWW”  “There was something about this on a programme called embarrassing bodies last week or week before where lady could see her bowel  “Need to wash my eyeballs after watching embarrassing bodies...why movements in side of her through the gap! Maybe this is what u have? Just can't I turn it off?” a guess tho, im certainly no doctor lolxx”  “I really don't know why I'm watching embarrassing bodies it turns my  “Wtf... On embarrassing bodies, there was a woman that puts coffee up her stomach I literally want to be sick :S” arse... Why would you ever think to do that???”  “Embarrassing Bodies is in great form tonight. Ulcerated cheesy smelling  “@vmad7 @krustybits74 @EmbBodies :( first patients name was Kirsty and penis's (plural?), messed up tinea afflicted feet; ladies that smell fishy. It's she had inverted nipples, poor girl” like watching old people make out; I'm completely grossed out but I cant help watching.”  “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  “Embarrassing bodies is the one of the vilest shows on earth #rank” doorstep whilst I was waiting for the operation.”  “Embarrassing bodies makes me want vomit. Even just reading about  “I watched a programme recently - embarrassing bodies in the uk, and the what's going to happen in an episode makes me feel ill.. #EWWW” Dr diagnosed Cervical errosion. Apparently the cervix is responsible for producing discharge and when its erroded, it produces more.”  “Watching embarrassing bodies whilst eating...well anything...is a VERY bad idea :s”  “Some women have adams apples too. Seen it on embarrassing bodies.” 12
  • 12. Supporting verbatim Watching/ Want to watch the programme Why would people go on the show?  “watching an Embarrasing Bodies marathon so we can diagnose  “Hi I'm to scared to show my vagina to my doctor so I'm going on channel 4 everybody” instead on embarrassing bodies, becuase I make sense.”  “I swear every week I end up watching Embarrassing Bodies...  “Embarrassing bodies: "I've never shown anyone because I look like a #guiltypleasure” freak“ Ok so instead you'll show the nation? #okbabe”  “neeeed an early night but embarrassing bodies live from the clinic is on  “Strange how people won't go to their doctors but they will go on tonight!!! #priorities” Embarrassing Bodies on national television”  “Just discovered the UK show Embarrassing Bodies and have been on a  “so embarrasing bodies your to scared to go to the doctors so showin git on bit of a marathon the last couple of days.” tv makes you feel much more confident”  “Goes off to watch Embarrassing Bodies, after reading "Bum Funnel" on  “Watching Embarrassing Bodies. I don't get it! They can't go to their own first page.” GP but they can go on tv?!!!”  “Catching up on my share of British TV with Embarrassing Bodies.”  “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”  “Ooh yiss Embarrasing Bodies is on tonight #trousercoughs #periscopewilly”  “RT @sickipediabot: Embarrassing bodies -Too embarrassed to show your mates in private? Why not go on tv where millions can see”  “EMBARRASSING BODIES IS ON TONIGHT, this is a dream come true <3”  “Embarrassing bodies- for people who don't know what a local doctor is”  “OMG embarrassing bodies is back soon yass :D”  “I dont understand how the people on Embarrassing Bodies broadcast their nasty body to the whole world rather than go to a normal doctor” 13
  • 13. Supporting verbatim Comments on Dr Christian Generic negative comments  “@BenJamesAdams has a secret crush on Dr Christian from  “There's a tv show called embarrassing bodies? What is wrong with this Embarrassing Bodies.” world?!?”  “Embarassing Bodies on a Monday, Supersize v Superskinny on a  “@TheSoup just informed me there's a show called "Embarrassing Bodies". Tuesday..just can't get enough of the gorgeous @DoctorChristian I say this a lot, but I'm serious this time: Get me off this rock.” #obsessed”  “RT @skeletonunicorn: omg why would anyone watch embarrassing bodies  “@mjrobbins do you follow @DoctorChristian from C4's embarrassing out of their own free will ew” bodies show? He does this all the time "Blueberries are not super foods"etc"  “Eeey I tell ya - embarrassing bodies is bloody awful. Dunno why I watch it!!! Urgh!!!!”  “Dr Christian Jessen of Embarassing Bodies just walked past the @ntcollection stand at @The_RHS Hampton Court...the celebrity count  “RT @GeorgiaCraig_: how can anyone watch embarrassing bodies starts!” though?”  “Omg Dr Christian off embarrassing bodies is GAY”  “There's nothing on Tv at night...Only crap on is Supersize vs. Superskinny...Hate this program, along with Embarassing Bodies...”  “That doctor off embarrassing bodies really freaks me out! Torso of the week in #heat ... No doctor should have muscles that big!!”  “Whyyyy is that ad for Embarrassing Bodies constantly destroying my tv viewing experience”  “Wey aye never realised just how fit Dr Christian off embarrassing bodies is”  “Watching embarrassing bodies, Jesus Christ, it's horrible.”  “RT @livv_wright: Omg massive let down that Dr. Christian from  “There is actually a TV show called 'Embarrassing Bodies.' I can't even.” embarrassing bodies is gay!! He's so hot! #cry” 14
  • 14. Supporting verbatim Generic positive comments and recommendations Raises self-esteem  “@screamingsonic you should watch uk tv show embarrassing bodies.  “Embarrassing bodies.... The show that puts the significance of a pimple Amazing squeamish show” into perspective.”  “RT @timtamtyla: Embarrassing Bodies is on, I love watching it even  “Watching embarrassing bodies and Im blessed to have a great body and though it makes me sick.” good skin ”  “EMBARRASSING BODIES ON TV. THIS MAKES ME HAPPY. #BOILS”  “Embarrassing Bodies is great for raising your self confidence”  “OK. I'll admit it. As soon as #TheVoiceAU is finished, I turn over to  “embarrassing bodies makes me feel normal,” Embarassing Bodies #guiltypleasure”  “Nothing like 'Embarrassing Bodies' to make you feel good no matter what  “Just discovered tv show Embarrassing Bodies is a BAFTA awarded is going on in your life at the moment.” show :-) It's great on reducing #stigma”  “Thank you embarrassing bodies for making me feel normal hahaha fricken  “Ah I don't know what it is about Embarrassing Bodies but I find it freaks!” strangely fascinating watching ppl reveal everything to national tv”  “RT @laurenoliverr: watching Embarrasing Bodies almost makes me feel  “Embarrassing bodies is on! Followed by Extreme Makeover - Weight very lucky to be healthy :')” loss Edition. Yes, I have a love for awful TV.”  “walk'd in the lounge room n the show 'embarrassing bodies is on tv'  “Channel 4's Embarrassing Bodies is always good TV. I'm the only one in presenter: "tonight a man who's penis is literally hard to find"...fat guy: "it's my house who can watch it - squeamish fools” basically impossible to get any penetration" bahahahahahaha suddenly life don't seem so bad :)”  “@zoid9000 You should watch a programme we have over here called Embarrassing Bodies (-;” 15
  • 15. Supporting verbatim Joke Other  “RT @lukedbarnard: I'm considering going on Embarrassing Bodies....  “We could all go on embarrassing bodies and get surgery done for free ha! One of my testicles is bigger than the other two” X”  “#SheAintWifeyMaterial if she's been on embarrassing bodies “  “we all had a picture with the lady from embarrasing bodies yesterday, was so funny beth was so excited ! “  “@Beanabones Im going on Embarrassing bodies , 7 of my fingers are bigger than the other 5 ...Err thats it ,thought twas funnier yst ..”  “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 “  “Doctor on embarrassing bodies called 'Joy Tickle' hahaha #easilyamused.”  “Series 1 of @EmbBodies Live from the #Clinic saved NHS £400,000 - roughly 4 ambulances or 19 nurses starting salaries. http://t.co/kmnarBCE “  “#ICantDateYou If you've been on embarrassing bodies #TooFit “  “Omg, you can get an embarrassing bodies app! “  “When a girl moans about facial hair on embarrassing bodies and she's called 'TASH' lol !!”  “Brilliant app from Channel 4's Embarrassing Bodies http://t.co/XYkLtyWA #iPhone”  “haha on embarrassing bodies the doctor is interviewing an orange lol “  “RT @macmillancancer: Live breast exam on @EmbBodies Live from the #Clinic on Channel 4 now info> http://t.co/edHOGMRm Our info on scr ... “  “@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. “  “That Awkward Moment when you're at a music festival and the people from Embarrassing Bodies appear on stage :L “  “RT @_PaulClark_: #NoNosDuringSex "Did you see me on embarrassing bodies the other night?“” 16
  • 16. Example of #EmbarrassingBodies Instagram images 17
  • 17. Contact: Contact: James Withey Head of Brand Insight james.withey@precise.co.uk 020 7264 6316 www.precise.co.uk