Marketing blog by MIDiA Research

Blog: Marketing

Six Nations Behind a Paywall: Can Rugby Afford to Bench Free-To-Air?

Blog post by Alistair Taylor

6 Mar 2020

Six Nations organisers are reportedly considering awarding the exclusive distribution rights for its annual competition to pay-TV operator Sky, in an unprecedented £300 ($384) million deal. Organisers…

NFL's Broadcast Over-Index Flatters to Deceive

Blog post by Alistair Taylor

27 Feb 2020

Games

Innovation

Marketing

The NFL’s recently released viewing figures provided to CNBC highlighted a 5% increase in viewership as TV audiences grew on average to 16.5 million, up from 15.8 million in 2018. Not only this, but…

Tale of the Tape: UFC or Bundle Driving ESPN+ Adoption?

Blog post by Alistair Taylor

11 Feb 2020

adoption

binge viewing

bundle

Walt Disney’s pureplay sports streaming service ESPN+, which launched back in April 2018, has surpassed 7.6 million paid subscribers, Disney’s chief executive Bog Iger reported during last week’s…

The Politics of Twitter: Brands, News, and Freedom of Speech

Blog post by Hanna Kahlert

10 Feb 2020

Marketing

Media

With the president of the United States being Donald Trump, whose proclivity for social media usage is renowned, it comes as no surprise that Twitter has a hearty presence in news reporting in 2020. The…

YouTube and the Fan Monetisation Model

Blog post by Hanna Kahlert

21 Jan 2020

Creator Pay

creators

fan monetisation

How to describe YouTube? The now-15-year old video platform does not fit into a single box, but rather ticks all of them. Its positioning between consumer and business is a fascinating one, replicated…

Why The Song Economy Is Just Getting Started

Blog post by Keith Jopling

16 Jan 2020

Marketing

Strategy

When Journey’s song Don’t Stop Believin’ was originally released as the second single from the album Escape in 1981, it was a modest US chart hit (Billboard Hot 100 no. 9). Fast forward 28 years,…

The Meta Trends that Will Shape the 2020s

Blog post by Mark Mulligan

10 Jan 2020

2020 predictions

abundance paradox

attention saturation

CES, the big annual consumer tech show, is underway in Las Vegas. Unlike in most previous years, there has been little in the way of big new announcements. This is in large part because we are reaching…

‘If You Ain’t First, You’re Last’: Revenue-Over-Reach Argument Not Refuted for F1

Blog post by Alistair Taylor

9 Jan 2020

audience viewership

average age

BARB

2019 audience figures for Formula One (F1) provide the latest example of a rights holder opting for short-term revenue optimisation over long-term strategic growth, to the detriment of its viewing audience.…

The Tech Major Ecosystem Wars Are Here with Aggressive, Loss-Led On-Boarding

Blog post by Hanna Kahlert

7 Jan 2020

Amazon Echo

amazon echo dot

google home

Soon we will probably all have home speakers, whether we like them or not. They are starting to appear almost out of the ether, much like the classic double-sized Sports Direct mugs everyone had in their…

Can BT Lay the Smackdown on Its Rivals?

Blog post by Alistair Taylor

3 Jan 2020

addressable audience

broadcast

This Saturday at 1am GMT BT will debut its live broadcast for WWE Smackdown, having acquired the exclusive rights from long-term UK broadcaster Sky in June 2019 . This signalled the end of Sky’s tenure…

Ellie Goulding and Billie Eilish Are Streaming’s New Normal

Blog post by Mark Mulligan

3 Jan 2020

Alexa

billie eilish

Christmas number one

Less than a week into the new decade and we already have the first indications that the streaming rulebook continues to be rewritten faster than the ink can dry on its last entry. Three separate articles,…

Amazon One - Family Christmas Nil

Blog post by Alistair Taylor

18 Dec 2019

addressable audience

AFC Bournemouth

ageing audience

Ever since the English Premier League (EPL) awarded rights to tech major Amazon in June 2018, the excitement for December 2019 and how Amazon’s live stream delivery would pan out has been palpable. The…

The Era of Peak Attention? Try Peak Distraction – Event Rundown

Blog post by Hanna Kahlert

26 Nov 2019

attention economy peak

attention saturation

British gaming institute

This past Wednesday, November 20 th , MIDiA brought together media heavyweights from the Economist, Spotify, and the British Gaming Institute to talk about changing aspects of consumer behaviour and demand…

Creators Versus Distributors: What Happens When Brands Can No Longer Rely on Their Content?

Blog post by Hanna Kahlert

4 Nov 2019

Colin Kaepernick

digital behaviour

Marketing

At the risk of sounding like a broken record, technology is completely altering the relationship between ‘creators’ and distributors – and it is doing so in a way which is empowering the independent…

What Banijay’s Interest in Endemol Shine Tells Us About TV Show Fandom

Blog post by Tim Mulligan

23 Oct 2019

Banijay

Big brother

Black Mirror

With Vivendi-backed Banijay on the verge of acquiring Endemol Shine this week, we are entering a new era of monetising fandom in the on-demand streaming era. Banijay is reportedly offering $2.2 billion…

The Houston Rockets, Hong Kong and the Dangers of Mixing Politics With Profit

Blog post by Hanna Kahlert

22 Oct 2019

Colin Kaepernick

extradition

free speech

On 8 October, Houston Rockets general manager Daryl Morey tweeted support for the Hong Kong protests. The NBA had an exclusive partnership with Tencent to stream this season to an estimated 500 million…

The NFL and Pizza Hut: Future-Proofing with E-Sports

Blog post by Alistair Taylor

18 Oct 2019

ad responsiveness

addressable audience

advert experimentation

While sharing pizza has already become synonymous with watching sports, e-sports could be about to leverage that same instilled behaviour. Restaurant chain Pizza Hut made history this July when it became…

What Should Label Playlist Strategies Be in 2020?

Blog post by Keith Jopling

15 Oct 2019

Marketing

Strategy

MIDiA’s ‘ Playlist Revolution ’ report recently highlighted that, although playlists have become valuable commercial music real estate in their current form, there is plenty of scope for further…

Fortnite’s Black Hole: A Fandom Play for Peak Attention

Blog post by Hanna Kahlert

14 Oct 2019

fandom

fandom insight

Fortnite

One would think that, in a highly competitive market where every entertainment proposition is now increasingly struggling to maintain engaged audience share, the ideal strategy would not be to obliterate…

Five Trends Changing Music Marketing

Blog post by Keith Jopling

2 Oct 2019

Marketing

Strategy

Marketing music has never been straightforward. That’s why back in the day, label executives would use the single as the shortcut to finding an audience on which to propel the artist, and even more importantly,…

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