Case Studies

PROVIDING COMPETITIVE INTELLIGENCE FOR NATIONAL CANADIAN MEDIA PROVIDER

Challenge

• The client is a national Canadian media provider, with both consumer and business clients
• The company saw a decline in audiences through particular channels
• They wanted to understand what the current environment looked like, and wanted to educate their team how to do competitive analysis in the future

Solution

• Mezzanine collected media consumption data for the competitors, the industry, and the client
• Mezzanine also conducted interviews with multiple media buyers
• We conducted extensive secondary research using various sources to create company based case studies to understand the changes various media organizations were making to adapt to new media consumption habits of Canadians
• Results were aggregated in an extensive report outlining the media habits in general, the case studies, the media buyer interviews, the client specific competitive context, and provided implications for their business

Result

• Mezzanine established the competitive landscape for this client and any potential areas of concern or opportunity
• Mezzanine also established a starting point for the client team to conduct their own competitive intelligence efforts