An American global mass media and entertainment company needed a custom segmentation analysis of their TV viewing audiences. They wanted viewership broken into key segments and robust insights to support advertising sales initiatives. The segments needed to show rich behavioral and attitudinal insights, beyond just simple demographics.

Thirty years ago, one family of cable networks came to MSA with a problem. There was significant potential within cable television advertising, but first there was a need to create trust in the product for advertisers and agencies. Being a leader in advertising data analysis, MSA stepped up to the challenge. And still does today.

Cable television was experiencing a huge growth in viewership and increased potential for advertising revenue. However, existing systems weren’t keeping up: They didn’t support the business models, didn’t track contractual guarantees, and did not maximize the use of inventory. MSA’s Gabriel changed that.