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Guidepoint Global Survey helps Private Equity Client gain insight Into national prime time TV advertising pricing
CLIENT NEEDSThe 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 Challenge
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)
the solution
Guidepoint Global collaborated with the Client to rapidly create and launch a comprehensive survey and analyze results
Survey Design
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
Panel Recruiting
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 Analysis
Guidepoint analyzed the data and presented a number of views that demonstrated price levels and trends both by buyer type and by television network
The Result
The Client was able to gain a broad and deep perspective on their key questions on trends in buyer profiles and in advertising pricing.
