With more of kids’ time moving away from traditional TV, Turner wanted to understand how to continue to engage kids’ interest with its brands outside of linear broadcasting.
MTM conducted a global survey of >10k kids aged 4-11, complemented by in-home qualitative interviews with filming. We calculated the value of each segment to Warner Bros. Discovery’s business, to support prioritisation and business cases. Findings were adopted at the highest level: MTM presented to the President.
The study has been used to support licensing and merchandising, marketing, as well as content and product investment decisions. We united the Turner organisation around a new set of priorities, by involving the senior team from inception (Finance, Marketing, Content, Digital, Licensing).