The vision of BroadcastCo's CEO included a complete redesign of the company’s local selling model, optimizing various businesses, re-thinking their senior leadership roles in the market and developing a digital strategy and execution plan.
In pursuit of these objectives, BroadcastCo asked Bain to help to develop a digital sales strategy that aligned with current market trends. Broadcasters were experiencing slow industry-wide growth in their core businesses, while digital broadcast offered greater growth potential with digital advertising spending expected to double over the next five years. Unfortunately, though BroadcastCo's digital audience was growing, their sales were lagging.
BroadcastCo's revenues were not aligned with expected market advertising spending