MarketCast
MarketCast is a privately held marketing effectiveness company serving global advertisers, media companies, sports leagues, and studios with AI-augmented ad measurement, brand tracking, sponsorship analytics, and entertainment content testing across more than seven global offices.
- Company typePrivate
- Founded1988
- HeadquartersLos Angeles, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What MarketCast does
MarketCast is a privately held marketing effectiveness and research company founded in 1988 and headquartered in Culver City, California, with offices across the United States, the United Kingdom, and India. The company operates a B2B enterprise platform-plus-services model serving global advertisers, media companies, sports leagues, studios and streaming platforms, and consumer brands — evidenced by named clients including the NFL, NBA, MLS, Netflix, Apple, Disney+, Walmart, Fox, YouTube, and AAA. Its core offering unifies ad pre-testing (Ad Effect, including the Audience AI predictive layer and Eye Tracking/Facial Coding modules), in-market cross-platform resonance measurement (Brand Effect), brand tracking (Brand Solutions / Brand Tracking+), sponsorship measurement, attribution, entertainment content testing (Invoke), and custom research — all anchored on a proprietary Research Platform that processes millions of surveys and thousands of ad tests annually.
The technology stack combines human-powered survey research with proprietary AI/ML models trained on decades of MarketCast's own benchmarking data, spanning billions of data points across advertising, brands, entertainment, and sports. The 2026 launch of Total Effect consolidates creative quality, in-market media exposure, and business-outcome attribution into a single continuous measurement loop across Linear, CTV, OLV, and Social — the company's stated next-generation platform bet. Go-to-market is sales-led, quote-based, and oriented to enterprise annual contracts, supplemented by thought-leadership content, industry events (Cannes Lions, CES, TMRE), and trade-press coverage.
Revenue is generated primarily through subscription/recurring measurement engagements and professional-services research projects, with pricing not publicly disclosed. MarketCast has grown substantially through M&A — most notably the ~$150 million Phoenix Marketing International acquisition in March 2022, which (with earlier Invoke and Deductive deals) approximately doubled the company's size — and is now executing a leadership transition under new CEO Lana Busignani (joined December 2025 from Nielsen).
MarketCast firmographics
Firmographics- Name
- MarketCast
- Legal name
- MarketCast LLC
- Website
- https://marketcast.com
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- MarketCast is a privately held marketing effectiveness company serving global advertisers, media companies, sports leagues, and studios with AI-augmented ad measurement, brand tracking, sponsorship analytics, and entertainment content testing across more than seven global offices.
- Ownership category
- akta.pro rank
MarketCast industry classification
Industry- Product category
- Advertising Measurement & Marketing Research
- NAICS
- Advertising Agencies (54181), Marketing Research and Public Opinion Polling (541910), Marketing Research and Public Opinion Polling (54191)
- SIC
- Services-Advertising (7310), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Marketing Analytics & Measurement Strategy (Attribution, MMM, KPIs) (MPAAAFAH)
- akta.pro secondary industries
- Media Measurement, Attribution & Marketing Mix Modeling (MMM) Services (MPAAABAN), Audience Measurement & Media Research (Ratings, Attribution, Media Mix Insights) (MPAAALAM), Brand & Advertising Research (Brand Health, Copy Testing, Campaign Effectiveness) (MPAAALAG), Advertising, Marketing & Customer Personalization (HDAAAGAC)
Keywords
Where MarketCast is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
MarketCast business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Advertising Effectiveness Solutions: Pre-testing, in-market, and post-campaign ad measurement services across the advertising lifecycle
- Brand Research and Tracking: Next-generation brand tracking and research services including Brand Tracking+ and Brand Lift measurement
- Entertainment Content Testing: Movie and series content testing and research for studios and streaming platforms
- Sponsorship Measurement: Effectiveness measurement of sponsorship investments across sports, entertainment, and events
- Custom Research: World-class quantitative and qualitative research services for specific client needs
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Enterprise research and measurement solutions |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
MarketCast product offering
Product offeringCore offering
MarketCast provides AI-powered advertising effectiveness and marketing research solutions for enterprise brands, agencies, studios, and sports properties. Its platform combines human survey data with proprietary machine learning models to deliver pre-testing, in-market measurement, brand tracking, entertainment content testing, and sponsorship analytics across Linear, CTV, Digital, and Social channels. The company's offering unifies creative quality, media exposure, and business outcome attribution into a single continuous measurement loop.
Product overview
MarketCast is a marketing effectiveness company offering a platform-plus-modules architecture for advertising measurement and research. The core offerings include Ad Effect (ad pre-testing with Audience AI), Brand Effect (cross-platform ad resonance measurement), Total Effect (unified measurement linking creative and media to outcomes), Attribution Solutions (ROI measurement), Brand Solutions (brand tracking with Brand Tracking+), Content Solutions (entertainment testing including Invoke platform), Sponsorship Measurement, and Custom Research services. The Research Platform serves as the underlying technology infrastructure powering millions of surveys and thousands of ad tests annually. The portfolio was expanded through acquisitions including Invoke (content testing), Deductive, and Phoenix Marketing International. Recent innovation centers on AI-enabled solutions like Audience AI and Total Effect.
Differentiator
Problem solved
Functional benefit
Brands
- Invoke: Content testing platform for movies and episodes
- Ad Effect
- Brand Effect
- Total Effect
- Brand Tracking+
- Audience AI
- Research Platform
Products and services
- Ad Effect Ad pre-testing solution that uses hybrid AI and human survey approaches to help advertisers optimize creative and predict in-market performance before campaigns launch.
- Brand Effect Cross-platform advertising resonance measurement covering Linear, CTV, Digital, and Social Media. Determines if audiences remember, like, and link advertising to brands through always-on measurement with more than 15,000 daily survey respondents.
- Total Effect Unified advertising intelligence platform that links creative, in-market media performance across Linear, OLV, and Social channels, and business outcomes into a single continuous measurement loop. The centerpiece of MarketCast's next-generation product suite.
- Attribution Solutions Advertising attribution solutions that directly link the impact of ads to lower funnel behaviors including search activity, online and retail purchases, social media sharing, and website visits, including sponsor performance measurement.
- Brand Solutions Comprehensive brand research solutions that reimagine traditional brand tracking through fusion of survey methodologies with real-time behavioral data, helping marketers understand how consumer beliefs shape behaviors.
- Content Solutions Entertainment content research and testing solutions for movie and series content including early concept testing, rough-cut previewing, locked-cut screening, and post-release research for studios and streaming platforms.
- Sponsorship Measurement Sports and sponsorship investment measurement solutions helping brands maximize partnership value through sponsor impact evaluation, onsite measurement at live events, and sponsor analytics connecting activity to business outcomes.
- Custom Research World-class quantitative and qualitative research services including audience segmentation, product feature optimization, youth and identity research, customer experience analysis, social media analytics, landscape studies, and cultural insights.
- Invoke
Quantifiable outcome
- Top sponsors generating consideration lifts of +33 points or more among fans aware of their brand
- +2 more outcomes
Companies that use MarketCast
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles4 records
MarketCast technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability7 records
Feature6 records
MarketCast partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- NBCUniversalcoreNBCUniversal partnered with MarketCast as one of the measurement providers supporting their Performance Insights Hub (PIH), a new cross-platform advertising measurement solution. MarketCast's Brand Effect data is integrated into NBCUniversal's advertising intelligence ecosystem.
- Amazon DSPminorAmazon DSP is a demand-side platform partner enabling programmatic access to NBCUniversal's premium inventory, with MarketCast measurement supporting the ecosystem.
- Google Display & Video 360minorGoogle DV360 is a demand-side platform partner enabling programmatic access to NBCUniversal's premium inventory, with MarketCast measurement supporting the ecosystem.
- The Trade DeskminorThe Trade Desk is a demand-side platform partner enabling programmatic access to NBCUniversal's premium inventory, with MarketCast measurement supporting the ecosystem.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
MarketCast competitors and assessment
Company assessmentBroad incumbents
- Nielsen: Global leader in audience measurement, advertising effectiveness, and media ratings. Direct competitor across ad measurement, with new MarketCast CEO Lana Busignani joining from Nielsen; the most directly comparable enterprise-scale measurement incumbent.
- Kantar: Major global marketing research and advertising effectiveness firm offering brand tracking, ad pre-testing, and media evaluation. Competes head-to-head with MarketCast across Brand Effect and Ad Effect-style solutions for the world's largest advertisers.
- Comscore: Independent cross-platform audience and advertising measurement company with Plan Metrix, Campaign Ratings, and outcome-based products. Overlaps with MarketCast in campaign-level cross-platform measurement and audience research.
- GfK (an Ipsos company): Global market research organization offering consumer and advertising research. Competes with MarketCast's Custom Research, Brand Tracking+, and entertainment research practices across enterprise clients.
Direct peers
- iSpot.tv: Cross-platform TV and video ad measurement company offering real-time attention, outcomes, and creative assessment. A more technology-native peer competing with MarketCast's Brand Effect and Attribution Solutions in CTV/Linear.
- VideoAmp: Currency-grade cross-platform measurement provider for advertisers, agencies, and publishers. Listed alongside MarketCast in NBCUniversal's Performance Insights Hub and competes for cross-platform attribution budgets.
- EDO (formerly ADmantX): Advertising effectiveness and outcomes measurement firm specializing in TV and streaming ad impact. Directly overlaps with MarketCast's Brand Effect and attribution offerings and is a co-partner in NBCUniversal's PIH.
Others
- Dynata: First-party data and survey panel provider that supplies respondent data powering many MarketCast studies. Listed as a data partner in NBCUniversal's PIH; an enabling peer rather than a direct competitor.
Emerging players
- System1 (formerly BrainJuicer): Creative effectiveness and brand-led advertising research firm with a focus on Star Ratings and emotional measurement. Competes with MarketCast's Ad Effect in creative pre-testing and messaging diagnostics.
- Realeyes: Computer-vision-based attention and emotion measurement company for video advertising. Overlaps with MarketCast's Facial Coding and Eye Tracking capabilities within Ad Effect.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
MarketCast social profiles
Digital presenceMarketCast financial estimates
Financial estimateRevenue estimate
Valuation estimate
MarketCast leadership team
Management profileNumber of profiles
Profiles9 records
MarketCast subsidiaries and ownership
Company hierarchySubsidiaries2 records
MarketCast funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MarketCast M&A and investment
M&A and investmentM&A6 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MarketCast
What does MarketCast do?
MarketCast provides AI-powered advertising effectiveness and marketing research solutions for enterprise brands, agencies, studios, and sports properties. Its platform combines human survey data with proprietary machine learning models to deliver pre-testing, in-market measurement, brand tracking, entertainment content testing, and sponsorship analytics across Linear, CTV, Digital, and Social channels. The company's offering unifies creative quality, media exposure, and business outcome attribution into a single continuous measurement loop.
Is MarketCast a public or private company?
MarketCast is a private company. It is classified as private equity controlled and is currently operating.
When was MarketCast founded?
MarketCast was founded in 1988. It employs 501 to 1,000 people.
Where is MarketCast based?
MarketCast is headquartered in Los Angeles, United States, in the North America region.
How does MarketCast make money?
Five revenue lines are on record. Advertising Effectiveness Solutions are the primary driver. The others are brand Research and Tracking, entertainment Content Testing, sponsorship Measurement and custom Research.
Who are MarketCast's main competitors?
Broad incumbents on record are Nielsen, Kantar, Comscore and GfK (an Ipsos company). Direct peers are iSpot.tv, VideoAmp and EDO (formerly ADmantX). Dynata is listed as an others. Emerging players are System1 (formerly BrainJuicer) and Realeyes.
Does MarketCast have an API?
No public API is recorded for MarketCast.
What industry is MarketCast in?
MarketCast's product category is Advertising Measurement & Marketing Research. Its primary akta.pro industry code is MPAAAFAH, Marketing Analytics & Measurement Strategy (Attribution, MMM, KPIs), with a secondary code of MPAAABAN, Media Measurement, Attribution & Marketing Mix Modeling (MMM) Services. Its NAICS code is 54181 and its SIC code is 7310.