Situation
The client, a leading domestic football federation in Europe, engaged Futures to apply our accurate and trusted methodology to the valuation of a domestic competition for both global and regional partners.
Futures Approach
We used ViewerTrack and ExposureTrack to perform consistent and transparent measurement and calculation of audience, exposure and media value across key media channels. A number of issues with the existing data were addressed in order to arrive at a reliable and comprehensive assessment of both audience and value.
Outcome
Our methodology has provided the client with understanding of true market value, rather than generic media value estimates. We demonstrated uplift vs. prior valuations, and clearly laid out the drivers of that uplift – partly due to changes in broadcast landscape, partly due to more accurate TV audience data and true media costs.