MarketCast Group Appoints Graham McKenna to CMO

Nielsen Marketing Leader Joins MarketCast to Drive Growth in Entertainment Data, Research, and Analytics

Los Angeles, Calif. — October 31, 2019 — MarketCast Group today announced the appointment of Graham McKenna as its chief marketing officer (CMO). An experienced media and technology marketing leader, McKenna will head up MarketCast’s brand, product marketing, and communications efforts across its portfolio of data and analytics products and services. A pioneer in research, consumer insights, and analytics for media companies and brands, MarketCast counts some of the biggest names in entertainment as clients, including leading Hollywood studios, streaming services, and sports leagues and teams.

McKenna comes to MarketCast from Nielsen, where he served as senior vice president of product marketing and was responsible for Nielsen’s product marketing efforts across its media measurement, sports, music, and metadata portfolio. He joined Nielsen following its acquisition of Gracenote, where he led the marketing and communications team and strategy through a period of massive growth and transformation, including acquisitions by Tribune Media and Nielsen.

“Graham is a world-class communicator and product marketer, and his experience in the data, technology, and entertainment space will be invaluable as we expand our product portfolio and position MarketCast for aggressive growth,” said John Batter, CEO of MarketCast Group. “Graham will be invaluable for scaling our marketing and communications efforts and imagining new ways to package and deliver our amazing research and data to clients.”

MarketCast provides media companies, lifestyle brands, and sports leagues, teams, and rightsholders with a wide range of research, data, and analytics products and services to fuel critical business decisions. This includes helping clients plan and analyze movie and TV marketing campaigns, understand audience engagement across social media platforms, and measure the value and impact of sports sponsorships.

The addition of McKenna is just the latest move by MarketCast Group to bring depth and talent to its leadership team. In July, the company announced the appointment of media industry veteran John Batter to CEO. In the newly created role of CMO, McKenna will join the MarketCast senior leadership team and report to Batter. He will be responsible for all marketing and communications initiatives, including go-to-market strategies, media relations, and ramping up its sales enablement capabilities.


About MarketCast Group

MarketCast Group is a leading provider of data-driven research, consumer insights, and analytics, serving the media, entertainment, sports, and lifestyle industries. The company operates through four integrated consumer insights businesses: MarketCast, Insight Strategy Group, Fizziology, and Turnkey Intelligence, which work in collaboration to apply the power of data, technology, and proven innovation to get at the heart of how consumers think, shop, and entertain their passions.

Established in 1987, MarketCast is a leading provider of marketing research services and data analytics, servicing the global entertainment industry. Insight Strategy Group is a consumer research and strategy agency that leverages deep social science expertise to fuel brand growth, new product introductions, and service and content innovation. Fizziology is a provider of social research and analytics that uses real-time global conversation to create actionable insights for marketers and creators. Turnkey Intelligence is a business intelligence provider in the sports industry, offering best-in-class research and advisory services to sports leagues, teams, venues, and brands. Together, these companies equip clients to engage consumers and fans, manage and grow their brands, launch new products and services, expand consumer reach, and maximize business outcomes. MarketCast Group is a portfolio company of Kohlberg & Company, L.L.C.


Press Contact

Jenny Matkovich

“Fair Pay to Play” Act Could Have a Negative Effect on College Sports

1. Recently California passed a law referred to as the “Fair Pay To Play” Act, which allows college athletes to monetize their name, image and likeness. How will this law affect college sports?

Negatively – 51%
No effect – 6%
Positively – 35%
Not sure / No response – 8%


2. If the “Fair Pay to Play” law or a variation of it is broadly instituted across the U.S., what would its effect be on corruption and NCAA compliance in college sports? Would you say that it would…

Increase corruption – 57%
Have no effect – 12%
Minimize corruption – 26%
Not sure / No response – 5%


3. Looking back, what has been the effect on fan interest of the FBI’s investigation into corruption in NCAA’s Division I college basketball programs?

Negative effect – 23%
No effect – 70%
Positive effect – 3%
Not sure / No response – 4%


4. How will the controversy surrounding Darryl Morey’s post on Hong Kong impact NBA’s business in China beyond the immediate short term? Would you say five years from now, its effect will be…?

Non-existent – 31%
Minor – 33%
Moderate – 24%
Significant – 8%
Not sure / No response – 4%


5. Which of the following would most help a leading esports league become part of the mainstream?

Ensure a broader presence on TV – 24%
Hold regular competitions in cities across the U.S. – 24%
Develop star athletes – 23%
Focus on developing fans 30+ – 13%
N/A-leading esports leagues are already part of the mainstream – 5%
Not sure / No response – 11%


6. Which of the following strategies has the biggest upside for esports streaming platforms like Twitch and Mixer?

Expanding the ad-based revenue model – 33%
Investing in physical arenas for esports – 23%
Introducing a subscription-based model – 17%
Not sure / No response – 27%


7. If you owned an esports franchise where would you build its home venue, assuming costs were the same?

Near college campuses – 38%
Downtown – 35%
Near other sports venues regardless of location – 15%
Not sure / No response – 12%


8. Owning premium seats in which of the following leagues generally delivers the best value for the money?

NBA – 37%
NFL – 25%
MLB – 18%
NHL– 7%
MLS – 5%
Not sure / No response – 8%


9. Which of the following types of premium seat holder benefits are most important for that segment of customers?

Upscale F&B experience – 35%
Comfort of premium seating area – 19%
Best sightlines of the playing field – 18%
Convenience of arrival/departure and stadium entry/exit – 16%
Access to players, management, team facilities – 11%
Not sure / No response – 1%


10. How has the popularity of the following combat sports evolved compared to where it was five years ago?

11. Which of these fight sports is more popular in the U.S. at the moment?

MMA – 77%
Boxing – 10%
Not sure / No response – 13%


12. Which of the following fight sports has done more to promote its female fighters?

Boxing – 3%
MMA – 87%
Not sure / No response – 10%

One Question On the Lighter Side:


13. Attending a 2019 international NFL game in which of the following cities would be more fun?

London – 87%
Mexico City – 11%
Not sure / No response – 2%


14. Thinking about your own particular business, what best describes your confidence level regarding the next 12 months for your own business?

7 – Extremely optimistic – 14%
6 – Very optimistic – 35%
5 – Somewhat optimistic – 34%
4 – Neither optimistic nor pessimistic – 10%
3 – Somewhat pessimistic – 4%
2 – Very pessimistic – 2%
1 – Extremely pessimistic – 1%
Not sure / No response – 0%


Sports Content Not Among the Top Reasons for Subscribing to OTTs

1. Which of the following is the single best reason why you signed up for the streaming service you watch the most?

* Turnkey Sports Poll panelists subscribing to a streaming service.
** 1,000 U.S. sports fans subscribing to at least one streaming service with live sports (data collected in June 2019).

2. What impact has the recent proliferation of streaming services had on sports business?

3. Both NBA teams in LA made big moves this summer. What do you think will be their comparative popularity in the LA market this season?

Lakers more popular – 43%
Lakers slightly more popular – 23%
Equally popular – 14%
Clippers slightly more popular – 8%
Clippers more popular – 9%
Not sure / No response – 3%


4. And what do you think this same result look like 5 years from now?

Lakers more popular – 42%
Lakers slightly more popular – 24%
Equally popular – 10%
Clippers slightly more popular – 9%
Clippers more popular – 7%
Not sure / No response – 8%


5. Which of the following do the Clippers need most to become LA’s top NBA team in the next 20 years?

Winning the NBA title – 61%
Keeping All-Stars on its roster and attracting more of them – 19%
Their own home arena – 17%
N/A-They already are LA’s top NBA team – 1%
Not sure / No response – 3%


6. In light of recent early career retirements in the NFL by players like Andrew Luck, Calvin Johnson and NaVorro Bowman, do you expect in the next five years the frequency of these announcements to…?

Increase – 79%
Remain the same – 21%
Decrease – 0%
Not sure / No response – 0%


7. Which are the top two elelments in delivering exposure for a facility naming rights partner?

Number of events held at facility – 54%
Size of market – 45%
Sports league of the primary tenant – 44%
Integration into the venue (i.e., branded areas, ability to use product/service onsite) – 32%
Amount of foot / vehicular traffic around the facility – 9%
Not sure / No response – 1%


8. A naming rights partnership best delivers on the following objective:

Growing the company’s share of mind nationwide – 48%
Promoting and strengthening a company’s local roots – 39%
Meaningfully engaging consumers who walk through the turnstiles – 9%
Not sure / No response – 4%


9. Through which of the following leagues would you expect a training facility naming rights partner to receive the best exposure?

NFL – 47%
MLB (spring training facility) – 26%
NBA – 19%
NHL – 2%
Not sure / No response – 6%


10. Which of the following is the leading Spanish-language network for sports programming?

Univision – 36%
Telemundo – 18%
ESPN Deportes – 16%
Fox Deportes – 6%
Not sure / No response – 24%


11. Recently Sinclair purchased a collection of regional sports networks from Disney for a lower price than originally estimated. Which of the following statements best describes what that means for the market of sports TV media rights?

It shows softening of the market for regional sports media rights – 53%
It is a fluke based on specific circumstances – 21%
This was the first step in the bursting of the bubble – 11%
Not sure / No response – 15%


12. Thinking about your own particular business, what best describes your confidence level regarding the next 12 months for your own business?

7 – Extremely optimistic – 15%
6 – Very optimistic – 38%
5 – Somewhat optimistic – 28%
4 – Neither optimistic nor pessimistic – 10%
3 – Somewhat pessimistic – 6%
2 – Very pessimistic – 2%
1 – Extremely pessimistic – 1%
Not sure / No response – 0%