YouGov, the international data and analytics group, has wholly acquired analytics firm Portent IO, the comprehensive social analytics platform for the film and television industry.
First established in the UK, but now with its 11-strong team based between London, LA, Poland, Israel and Holland, Portent.IO is a comprehensive analytics platform for the film and television industry. It dissects, maps, and processes digital, survey, marketing and social data both to give clients predictive analytics models and track the efficacy of their campaigns. Portent.IO’s customer base includes Paramount, Sony, Lionsgate, the BBC – plus most of the major film studios, and a number of TV networks.
YouGov has been a long-term investor in the business and has now wholly bought the company. Portent.IO already deploys an array of YouGov data in its solution. It has used YouGov’s panel to survey consumers and also, uses YouGov Profiles data to help media teams plan their marketing campaigns by mining audiences around movies, programmes, and actors.
The acquisition helps YouGov increase the scope of its offering by providing clients with some of the most advanced social monitoring and data science analytics tools available. While the technology is currently focussed on the entertainment industry, YouGov will extend its application across a wide array of client work in other sectors. The platform plugs into YouGov’s wider product suite – complementing its current services, including data products, data services, and custom research – to provide a 360 degree view of marketing campaigns. As part of the acquisition, Portent.IO will be rebranded as YouGov Signal.
Stephan Shakespeare, Co-founder and CEO at YouGov: “We are pleased to bring Portent.IO fully into the YouGov family. We were an early investor in it as we saw that it brought something unique to the market – combining survey data with other digital touchpoints to provide a fully rounded view of what consumers think about films and TV programmes. In the future we see a much greater application of this technology across a wider array of clients and sectors.”
Hamish Brocklebank, Co-founder and CEO at Portent.IO: “When we founded Portent.IO in 2015 our vision was to build a product simply to forecast box office revenue – however we soon realised that the potential was far greater than we anticipated. With YouGov’s early backing, we pivoted to provide digital and social data for movies and TV shows across 20+ markets, focusing on helping them understand demand around their content, efficacy of marketing and optimisation of creative. We’ve grown fast in just three years and I’m incredibly proud that the business is now being fully acquired by such a well respected global brand as YouGov. The team there understand the possibilities that the Portent.IO platform offers them, and I’m pleased the business will be in good hands.”