Working with Channel 4, MTM developed a data match methodology that allows us to target niche All4 audiences who have previously been hard to reach through standard quantitative research methods. Our approach identifies a pool of people who exist in both the All4 database and on a research panel, and enables projects that would have been impossible on a ‘freefind’ basis.  For example, we have measured the effectiveness of shortform branded content, created by Channel 4 to deliver on commercial messaging for advertisers such as Rimmel and TUI.