HOMEGROWN, the 7-part TV series sponsored by Bord Bia celebrating the Irish Horticulture industry, aired on RTE 1 for seven weeks from 7 November to 19 December 2022, and was repeated in its entirety during Spring 2023.
Feedback from the sector and the public was overwhelmingly positive as demonstrated in the results of separate consumer and industry evaluations carried out following the airing of the series.
Viewing Figures
Final viewing figures for the two broadcast runs of the series two million viewers tuning in to watch despite stiff competition during the first run from the FIFA World Cup and ‘I’m a Celebrity Get Me Out of Here’. These figures are for the live broadcast and do not reflect views on the RTE player, or on recording for watching later.
Consumer Evaluation
A nationally representative online survey was carried out amongst 1,000 adults aged 18+ to understand awareness of Bord Bia sponsorship of the TV show, the reception of the content to viewers and the impact on the brand.
Key Findings
16% of regular viewers were able to spontaneously identify Bord Bia as the sponsor of HOMEGROWN, with a significant uplift to 42% when prompted.
Respondants were asked, “To what extent do each of the following statements apply to this sponsorship for Irish Horticulture? (By Irish horticulture we mean fresh fruit and vegetables and ornamental plants grown in Ireland)”, the following scores were achieved for each statement;
Industry Evaluation
A survey was conducted amongst contacts in the horticulture industry at the end of December 2022.
- 94% of respondents had heard of HOMEGROWN
- 94% of respondents who had heard of HOMEGROWN, watched it
- Almost half watched all 7 episodes, with 82% watching 4 or more
- High levels of agreement that HOMEGROWN communicated the intended messages to consumers
Feedback from the Horticulture Industry has been overwhelmingly positive, both via the Evaluation survey and via direct contact following the individual episodes.
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