Massive Sales Assessment Improves Revenues

BBC Studios

A massive sales assessment improves global and local revenues for BBC subsidiary

SOLUTION

Benchmarking

SERVICE

Consultancy

VERTICAL

Media/Broadcasting

THE CLIENT:

Global British content company

As a wholly owned commercial subsidiary of the BBC, BBC Worldwide (now BBC Studios) monetizes BBC brands and sells BBC programming for broadcast abroad, with the aim of supplementing the income received by the BBC through the licensing fees. In 2018, the company merged with BBC Studios to form a new licensing, production, and distribution company under the BBC Studios name.

THE CHALLENGE:

Benchmark global ad sales performance

BBC Worldwide needed to assess the performance of its sales teams across all major global markets. They wanted to use this sales assessment to understand where improvements could be made in order to out-perform competitors and grow revenue.

The work needed to assess the company’s performance across key disciplines such as sales, ad format, use of technology, data, programmatic, mobile, video, and creative content.

THE SOLUTION:

A smart programmatic strategy

Theorem 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. We analyzed the client’s performance across all ad formats, channels, and key territories and gave performance scores vs. their core competitors.

THE IMPACT:

A global strategy that increased revenue

Our analysis clearly demonstrated BBC Worldwide’s ad sales performance in comparison to both its competitors and its market requirements. Our insights and sales assessment significantly improved global and local revenues, along with an action plan to support roll-out across EMEA, USA, and APAC. We identified the solution, and helped them successfully implement the plan.

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