Kantar: Entertainment (Not) on Demand
Kantar, the data analytics and brand consulting company, wanted AxiCom to generate coverage with key national and TV trade media for its Entertainment on Demand barometer in April 2022.
Implementing The Axis
“AxiCom built out a strategy that would highlight the standout message around the cost-of-living crisis causing the streaking market to shrink like never before.”
Kantar wanted to target the major national and television trade media and, subsequently, attract new business opportunities. To do this, AxiCom identified The Guardian and Financial Times as publications which could spark conversation and worked to generate a cultural hook around the streaming services statistics included in the EOD barometer that would appeal to each publication’s audience.
From our experience working with the Kantar team, and what could deliver measurable results back into the company, we focused on how best to draw attention to Kantar’s standout message that the cost-of-living crisis was causing unprecedented shrinkage in the streaming market.
The launch of the EOD barometer coincided with the cost-of-living crisis in the UK, with the public and media paying close attention to the impact of ongoing economic uncertainty. We also recognized that Netflix, the leader in the streaming industry, were set to publish its latest financial results around the Easter holidays – making it the perfect time to introduce brand-new market insights.
Taking a deep dive into the barometer to understand what was driving British consumers to purchase, stay with, or leave their video-on-demand streaming services, enabled us to pick out the headline-making and industry-altering messaging and pinpoint when to go live with the research.
The Axis for Kantar
AxiCom built out a strategy that would highlight the standout message around the cost-of-living crisis causing the streaking market to shrink like never before. We focused first on what would drive the greatest noise in the market, and identified exclusive opportunities with The Guardian and Financial Times.
The publication of the results also aligned with the Easter holidays, and was two days before Netflix’s latest financial results. The news went live on Easter Monday, then the strategy switched to speaking the message beyond the primary targets. Then the interview requests started coming in…
Results We Drove
- 79 pieces of broadcast coverage across TV and radio, including BBC News, CNBC, and Channel 4 news
- 1,235 pieces of online coverage, including every UK national, nine pieces in the BBC internationally, and international titles such as Le Figaro, CNN, and Forbes
- 2 new business wins for Kantar as a direct result of The Guardian coverage