Improve

2018
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Uniting Turner Broadcasting in EMEA, around a new cross-platform kids segmentation

MTM produced Turner’s first truly cross-platform picture of how kids consume media nowadays, and where the opportunities are to grow fandom.  We conducted a survey of >10k kids aged 4-11, in-home qualitative interviews, filming, and we calculated the value of each segment to Turner’s business.  MTM involved the senior EMEA team at inception (Finance, Marketing, Content, Digital, Licensing), and presented findings to the President.  The study is being used to support licensing and merchandising, marketing, as well as content and product investment decisions.

2014
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Truly Madly Deeply

A high profile thought leadership study for Newsworks.  MTM demonstrated the enduring, emotional relationship that consumers have with their favourite newsbrand, which still exists for those who engage via digital platforms, and also demonstrated that advertiser brands benefit from a transfer of these positive perceptions.  We used an implicit response test to measure subconscious brand associations, and in-home qualitative visits. This was the most-downloaded study for Newsworks at that time, and shifted industry perceptions of them as a trade body.

 

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2014
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Demonstrating the value of demographic targeting for online ads

MTM has been a key partner of Channel 4’s for digital ad effectiveness research for some years; in 2014 we demonstrated the additional benefit delivered by All 4 ads for their advertisers, when the ads are demographically targeted using All 4 first party data (compared to untargeted All 4 ads).  Our study provided a robust assessment of several campaigns across different market categories and target audiences. This research supported Channel 4 in smashing sales targets for the first year of demo targeting, which has continued to grow rapidly ever since.

2018
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International football brand tracker & segmentation

MTM is currently running COPA90’s brand tracker (two waves so far), to gauge how this innovative digital media brand is doing against key competitors globally. We’re also conducting a segmentation of football fans for COPA90, with the segments being measured over time as part of the brand tracker. The study includes a bespoke Brand Influence Index to show how the influence of a sports brand can be defined, beyond merely looking at reach.

2016
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Measuring impact on niche audiences, through data matching

Working with Channel 4, MTM developed a data match methodology that allows us to target niche All4 audiences who have previously been hard to reach through standard quantitative research methods. Our approach identifies a pool of people who exist in both the All4 database and on a research panel, and enables projects that would have been impossible on a ‘freefind’ basis.  For example, we have measured the effectiveness of shortform branded content, created by Channel 4 to deliver on commercial messaging for advertisers such as Rimmel and TUI.

2017
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Understanding the value of UKTV’s channels

MTM carried out a large-scale deprivation study for UKTV to explore the value of its channels in the current TV landscape. Viewers within 60 households completed a diary before being deprived of UKTV channels and then we interviewed them about their experiences. A series of surveys followed this exercise, quantifying the value of these channels across the audience. The project delivered a comprehensive understanding of viewers’ channel relationships, viewing mindsets and need-states, providing compelling evidence to support carriage-deal negotiations.

2018
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Informing ITV’s short-form video strategy

ITV asked MTM to review the online short-form video landscape, assessing the opportunities for the brand and delivering guidelines to inform the content it creates and where it’s distributed. We created a market mapping exercise before running a quantitative profiling survey to assess video-viewing behaviours among consumers. A qualitative stage completed our research, to understand which types of content deliver most value back to the brand.

2017
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Informing the development of Humans series 3 for Channel 4

Channel 4 commissioned MTM to evaluate series 2 of the sci-fi drama Humans in order to inform the development of the next series. Using a mixture of discussion groups and depth interviews, our qualitative research equipped Channel 4 with clear recommendations on how to best drive audiences to its upcoming third series, from insights to inform marketing, to ideas for character and plot development.

2017
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Understanding the value of UKTV’s channels

MTM carried out a large-scale deprivation study for UKTV to explore the value of its channels in the current TV landscape. Viewers within 60 households completed a viewing diary before being deprived of UKTV channels and completing a follow-up interview. The project delivered a comprehensive understanding of audiences’ channel relationships, the mindset that viewers come to the channels in, and the need-states they fulfil.

2017
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Evaluating impact among niche audiences for Channel 4

Working with Channel 4, MTM developed a methodology that allows us to target niche All4 audiences who have previously been hard to reach through standard quantitative research methods. Our approach identifies a pool of people who we can target to understand the impact of content we know they have been exposed to. To-date, we have used this methodology to evaluate the impact of short-form content as well as various different advertising campaigns.

Digital Culture Report 2017