Guidepoint Global Survey helps Private Equity Client gain insight Into national prime time TV advertising pricing
The Client, a Private Equity Firm , was considering a variety of investments in the Media space. The long term growth potential was determined to be largely driven by National Advertising price levels and trends.
Two levels of insight were required
- Buyer profiles - Overall annual spend and trends in spending, including trends in allocation of spending between networks (e.g. Major Networks versus Cable News versus niche channels such as The Food Network)
- Network Trends - Price levels and changes in price levels by Network
The Client needed to cover a large number of television networks (35 – 40) and needed perspectives from a variety of buyer types (media buyers and media planners) and spend levels (from $1M to $500M annually)
Guidepoint Global collaborated with the Client to rapidly create and launch a comprehensive survey and analyze results
Survey team professionals collaborated to understand Client needs and design a survey that would answer the Client’s questions while minimizing the effort required by respondents
With a network of nearly 10,000 media professionals, Guidepoint was able to rapidly recruit a panel of media buyers and planners at the right levels, and with the right experience, to deliver the insights required
Survey AnalysisGuidepoint analyzed the data and presented a number of views that demonstrated price levels and trends both by buyer type and by television network
The Client was able to gain a broad and deep perspective on their key questions on trends in buyer profiles and in advertising pricing.