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Market mix modelling for a UK broadcaster

Disruption

Consumers are experiencing a golden era of television, with more good quality content than ever and a range of new, convenient ways to watch it.

For broadcasters, though, times are challenging and uncertain. New competitors are taking share from the established players, and it is becoming more difficult to secure big audiences.

Proving advertising works

As part of their response to disruption, this broadcaster set out to improve its marketing to viewers using a range of new and extended marketing communications. They contracted us to evaluate these initiatives using market mix modelling.

It was important in the first instance to prove that these initiatives were eliciting the right response, helping to deliver bigger audiences than could otherwise be expected.

We also gave advice on which media channels were working best, and how to evolve the media plan going forward.

At the heart of planning

The client was very happy with the work we carried out, and has commissioned ongoing updates of the market mix models.

The director of marketing said “Grace and the team at Gracious Economics have been fantastic partners to work with on this project.  They have taken us through a process which could easily have been confusing and overwhelming but instead has produced insightful results which will now play a vital role at the heart of our marketing planning.”

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