Half of UK consumers are worried about US companies applying more control over UK media following US takeovers

Posted on by Team Matrix

PITTSBURGH, PENN.— 12th September, 2018 - Today, research from Matrix Solutions, the only global ad sales platform built for media, has revealed half of UK media consumers are worried that US companies moving to the UK will apply more control over its media. Nearly half (48%) are worried that US companies won't understand the UK audience and will create more generic or US-centric content and advertising. This highlights that media companies should factor these perceptions into any plans for the UK market.

Header-of-UK-press-release-YouGovThe survey conducted in the UK specifically asked UK consumers about their perceptions of US media companies purchasing UK media companies in the wake of recent M&A activity and movement towards the UK market.

Over 4 in 10 (43%) worry that there might be an increase in the number of adverts being shown. While Ofcom imposes maximum time periods for advertising each hour and on average, the research could mean that more education is needed for consumers.

14% are also worried about less relevant adverts being shown to them as a result, indicating that UK consumers still value relevance in advertising and want to maintain the current balance in advertising shown to them.

“Media organisations undertaking or planning on undertaking M&A activity need to understand consumer attitudes on both sides of The Pond to create the best service for the most consumers,” said Mark Gorman, CEO at Matrix Solutions. “However, they also need to ensure that they have accurate understanding of ad revenues across all channels to remain competitive, which is even more important considering the market consolidation taking place at the moment.”

Methodology

Matrix Solutions commissioned YouGov PLC — a third party, professional research and consulting organization — to poll the views of US 1,319 adults between March 21-22, 2018 and 2,117 UK adults between 4th – 5th September, 2018. The survey was carried out online. The figures have been weighted and are representative of all US & UK adults (aged 18+).

About Matrix Solutions

Matrix Solutions makes media happen by helping media companies to better monetize their content. Its flagship product, Monarch, is the only global ad sales platform built for media – transforming chaotic data into actionable sales information that delivers the insights necessary for prospecting, managing, evaluating and closing business.

The company manages more than $13 billion in media ad revenue, offering its best-in-class analytics, sales intelligence, media-specific CRM and sales tools to more than 10,000 media sellers to more efficiently manage their workflow.

For more information, please visit matrixformedia.com.

Contact
Diffusion PR for Matrix Solutions
Gary O’Sullivan
matrixuk@diffusionpr.com
+44 (0)207 291 0238