MarketCast

MarketCast is an American company specializing in fandom,[1] market research and data analytics.[2] Based in Los Angeles,[3] it was founded in 1987 and is a portfolio company of Kohlberg & Company.[4] It offers research and data science[5] to companies ranging from Hollywood studios through streaming media services, video game publishers and lifestyle businesses to sports leagues.[6] It has offices in Los Angeles, New York City, Boston, London, Pune and Reading.

MarketCast
TypePortfolio company
IndustryFandom
Founded1987, Los Angeles
Headquarters
Los Angeles
Area served
Worldwide
Key people
John Batter (CEO), Henry Shapiro (Chairman)
OwnerKohlberg & Company
Number of employees
700
Websitehttps://marketcast.com/

MarketCast has been described as the "leading provider of iterative testing and benchmarking services that underpin the development of worldwide marketing campaigns."[7]

History

MarketCast was founded by Joseph Helfgot when he presented positioning studies to Orion Pictures to help its marketing team with Dances with Wolves and The Silence Of The Lambs.[8] It had been acquired by Reed Business Information in 2000[9] and was then sold to Shamrock Holdings in 2012.[10] In 2016, it was bought from RLJ Equity Partners and State Street Global Advisors.[8] In August 2015 MarketCast acquired the Insight Strategy Group.[11] In August 2017, MarketCast acquired Fizziology, a data analytics company based in Indianapolis,[12] and in 2018 it bought Turnkey Intelligence, a sports research firm.[13] As a result of these four acquisitions MarketCast began to operates through four consumer insights branches.[4] In September 2020 it acquired data science company Deductive.[14] In March 2022, MarketCast acquired the New York-headquartered company, Phoenix Marketing International - a research and analytics provider specialising in advertising measurement.[15]

References
  1. MarketCast Streaming Video Data Shows Fans Turning to Unscripted Programming, Dramas and Classic Comedy During First Few Weeks of the Crisis Published by prnewswire.com on April 3, 2020
  2. MarketCast completes data science firm acquisition Published by research-live.com on September 24, 2020
  3. MarketCast to Partner with Kohlberg & Company Published by businesswire.com on October 25, 2016
  4. MarketCast Group Appoints John Batter as CEO, Henry Shapiro to Assume Chairman Role Published by prnewswire.com on July 25, 2019
  5. Data science can simplify a fragmented video market – MarketCast CEO hed by lightreading.com on September 24, 2020
  6. Netflix Head of Consumer Research Zoe Friend Joins MarketCast Published by variety.com on December 2, 2020
  7. Jeremy Radisich Named President of MarketCast Published by prweb.com on December 7, 2018
  8. Hollywood Research Firm MarketCast Sold To Kohlberg & Co. Published by deadline.com on October 26, 2016
  9. Shamrock Capital acquires MarketCast Published by Variety on June 8, 2012
  10. Hollywood research firm Marketcast sold to Shamrock Capital Published by the Los Angeles Times on June 8, 2012
  11. MarketCast Acquires Insight Strategy Group Published by Next TV on August 19, 2015
  12. L.A.’s MarketCast Acquires Fizziology Published by the Los Angeles Business Journal on August 14, 2017
  13. MarketCast Group Acquires Turnkey Intelligence, Published by prnewswire.com on September 10, 2018
  14. MarketCast Acquires Deductive, Expanding its Data Science Services for Media and Entertainment Companies and Brands Published by Yahoo Finance on September 23, 2020
  15. "MarketCast acquires Phoenix Marketing International | News". Research Live. Retrieved 2022-03-25.

Official website

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