Brandstrat

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Winning the preference of the 

audience and the advertiser

tierra

Research and consulting were the ingredients of the success of a recognized television channel company.

Situation:

This company had lost audience leadership as well as advertiser preference to its competitor.

 

 

Challenge:

  • Increase the level of preference and audience of the channel. Aligning the organization / improving decision-making processes.
  • Construir una propuesta de valor para los anunciantes no sólo basada en coste por puntos de rating.
  • Development of relevant content for the audience.

Actions: 

  • We diagnose and develop a value proposal for the audience and advertisers.
  • The principles of Brand positioning were developed.
  • CANAL policies were established to align decisions between areas. 

 

Results:

The preference went from 26% to 35% in 2 years (2006 to 2008) with sustained leadership until 2014, achieving maximum levels of 50%, successful content was developed at national and international levels.

 

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