Bidding for TV rights is complex: our client asked MTM to provide an independent valuation of Olympics coverage from an internal perspective and considering the investment case for other bidders. The client wanted to bid competitively without bidding above the market value.
In the last twelve years, MTM has undertaken more than 25 separate sports rights valuations, including the Premier League, F1, Wimbledon and Six Nations Rugby. We conduct market assessment, model the airtime and sponsorship value of the rights, and develop recommendations on bidding strategy. In this instance, MTM modelled the impact of adding Olympics to the client portfolio, considering broadcasting viewership, subscriber numbers, the future of advertising and viewing via online platforms.
MTM’s analysis enabled our client to gain internal sign-off on the total budget to support their bidding strategy.