MarketCast

In 1987, deep in the world of Hollywood, a sociologist named Joseph Helfgot had an idea. He saw that movie studios were making huge bets on films with limited data. He believed research could help. Helfgot founded MarketCast, initially presenting positioning studies to Orion Pictures for films like 'Dances with Wolves' and 'The Silence of the Lambs'. This was the playbook: use data analytics and market research to help entertainment companies understand their audience. The company's journey has been defined by a series of strategic acquisitions and ownership changes. After being acquired by Reed Business Information in 2000, a pivotal moment came in 2012 when it was sold to Shamrock Holdings. This transaction set off a chain of private equity ownership, with RLJ Equity Partners taking the helm in 2014, followed by Kohlberg & Company in 2016. Each new owner brought capital and a vision for expansion. Under this new stewardship, MarketCast began to roll up other specialized research firms, acquiring Insight Strategy Group, Fizziology, and Turnkey Intelligence to branch out into sports and broader data analytics. Today, MarketCast is a major player in market research for media, sports, and brands, combining data science with consumer insights. The company has continued its acquisition strategy, buying data science firm Deductive in 2020 and advertising analytics provider Phoenix Marketing International in 2022. This evolution from a Hollywood-centric consultancy to a broad, tech-forward research business shows a clear strategy: to own the space where data-driven decision-making meets fan passion.