SOLUTION
Benchmarking
SERVICE
Digital Consultancy
VERTICAL
Media/Broadcasting
THE CLIENT:
Major Broadcasting Company
One of the most established global broadcasters and complex commercial media organizations in the world, BBC Worldwide generates more than £1 billion in annual revenue. They manage a public service remit with commercial objectives while operating across multiple markets and platforms—from television and print to radio and online—in over 200 countries and within more than 300 million homes.
THE CHALLENGE:
Unclear Sales Performance
BBC Worldwide needed a way to assess the performance of its sales teams across major global markets. They wanted to understand where improvements could be made in order to out-perform competitors and grow revenue.
The work would cover every region and all major markets, assessing companies’ performance across key disciplines such as sales, ad format, use of technology, data, programmatic, mobile, video, and creative content. BBC Worldwide choose Theorem to carry out this mammoth task.
THE SOLUTION:
A Smart Programmatic Strategy
We analyzed the client’s performance across all ad formats, channels, and key territories to determine their digital advertising sales benchmark. We provided a complete review of the company’s commercial operations using our international commercial data pools, Global Media Owner Tracker (MOT) benchmarking tool, international media buyer panels, and quarterly trends data.
THE IMPACT:
A New Way Forward
Our analysis clearly demonstrated BBC Worldwide’s commercial performance in comparison to its competitors and market requirements. We provided commercial insights on how to significantly improve global and local revenues, along with an action plan to support roll-out across EMEA, USA, and APAC. We assessed their businesses, identified their commercial opportunities, and helped them successfully implement the solutions.
