Digital Marketing in the Entertainment Industry: Using Analytics to Prove ROI

| January 14, 2017

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Digital marketing in the entertainment industry presents an opportunity for executive marketers to use analytics to prove the ROI from their efforts. Traditional marketing has something of a problem when it comes to the entertainment industry.

Spotlight

StarLightMedia

StarLightMedia is the largest Ukrainian TV group. It consists of 6 TV stations and 10 media companies.StarLightMedia unites 4 national terrestial TV broadcasters (STB, ICTV, Novy kanal, and M1), cable TV network QTV and satellite TV station M2. The group’s share for audience of 14-49 has made 27.33% (here and further figures are given for 50K+, Nielsen’s television audience research data belongs to TIC, provided by StarLightMedia). The margin over closest competitor is 46% and even higher for middle and upper income Ukrainians — 54%.

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