Illustrative engagement. A representative scenario showing how we approach this kind of work in broadcasting. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping broadcasting
TV and radio broadcasters need evidence on programming, audiences and advertiser value in a market shared with streaming and social video.
- Linear viewing competes with streaming
- Radio remains strong in cars and smaller towns
- Advertisers want proof of reach
Client background
A news and entertainment broadcaster, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A news and entertainment broadcaster
- Sector
- Broadcasting
- Team engaged
- Market Research
- Services
- Qualitative research, Business panel
Client challenge
The broadcaster was losing share of advertising budgets but did not know how agencies and advertisers compared it with rivals.
Research objectives
- Answer the core question: what media buyers think of a broadcaster.
- Uncover the motivations and barriers people do not state in a survey.
- Give the client evidence it can act on within 5 weeks.
Target audience
Scope: 30 interviews.
Audiences we typically reach in broadcasting
TV viewersRadio listenersAdvertisersMedia buyersRegional audiences
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A qualitative design, built to uncover motivations, decision processes and the language people actually use.
- 1Brief
- 2Media buyer interviews
- 3Insight
We interviewed media planners and brand managers about audience quality, pricing, flexibility and servicing.
Qualitative researchBusiness panel
Sampling strategy
- Business respondents were screened on role, company size and involvement in the decision before being invited.
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- interviews
- 30
- The online survey was mobile-friendly and offered in respondents' languages.
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Buyers valued the audience but found the sales process slow and inflexible.
Ease of buying is part of the media proposition.
Recommendations
- Build on the core insight: ease of buying is part of the media proposition.
- Focus effort where the evidence was strongest: buyers valued the audience but found the sales process slow and inflexible.
- Re-measure after the changes to confirm the effect.
Business impact
- The broadcaster introduced faster approvals for custom packages.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Interview summaries and key verbatims
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: who is listening, and when?