Understand

2018
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European Go To Market Strategy for market leading US broadcast solutions provider

One of the US’s leading broadcast technical solutions providers asked MTM to develop a European Go To Market strategy.

Over an intense three months, MTM reviewed and prioritised the key Western European markets, analysing market characteristics, customer demand across broadcasters, pay-TV platforms, PSBs and niche OTT services, and the competitor landscape. The project included substantial market modelling and primary customer research modules amongst CTOs and product managers across the target customer base: the final output was a European market entry plan. Following the presentation of the report, the client rolled out its revised European offer. MTM is now supporting the client in phase 2 of the market roll-out.

2018
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The Immersive Economy in the UK

The first attempt to map the scale, nature and economic value of the UK’s immersive specialist businesses (AR & VR), commissioned by Nesta and Immerse UK. Immerse UK provided access to their network of trade bodies, providing us with a database of known AR & VR businesses.  Our partner Glass read data from those companies’ websites, which was merged with Companies House data, and results from an MTM survey.  From this dataset, we developed predictors, and searched the open web for similar companies – using machine learning – until we had a full picture.

 

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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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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.

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.

2018
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Researching advertiser satisfaction for a global digital advertising platform

One of the world’s largest digital advertising platforms wanted to better understand how it is perceived by agencies and advertisers. MTM created and led a global project to assess advertiser satisfaction with their products and services across North America, EMEA and APAC, presenting findings and recommendations to country management teams. The research programme, now in its third year, helps our client to better understand advertisers’ needs.

2018
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Valuing sports rights for broadcasters and rights holders

In the last ten years, MTM has undertaken more than 20 separate sports rights valuations, including the Premier League, F1, Wimbledon and Six Nations Rugby. We conduct market assessment, model the airtime and sponsorship value of the rights, and develop recommendations on bidding strategy. MTM has helped broadcasters secure rights to top-tier sports content, as well as enabling rights holders to maximise the value of their assets.

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.

Digital Culture Report 2017