Winning the preference of the
audience and the advertiser
Research and consulting were the ingredients of the success, a recognized television channel company.
Situation
This company had lost audience leaderhip as well as advertiser preference to its competitor .
Challenge
Increase the level of preference and audience of the channel.
Aligning the organization / improve decision-making processes.
Build a value proposition for advertisers not only based on cost x rating points.
Development of relevant content for the audience.
Action
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.
Result
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 level.