MarketCast has acquired Phoenix Marketing International, a research and analytics provider.

Phoenix tests and measures thousands of ads annually, gathering critical feedback about advertising storylines, creative elements, and messaging from core audience segments. The firm is known for its lightning-quick ad testing and measurement insights. MarketCast provides research, analytics, and data services for leading studios, entertainment platforms, sports, and lifestyle brands.

“The acquisition of Phoenix supports MarketCast’s vision of creating the most tech and data-forward research business on the planet, where primary research is combined with big data to determine what fans watch, buy, and listen to most, and why they choose to watch, buy, and listen,” said John Batter, CEO of MarketCast. “We see tremendous opportunity to bring these two businesses together, combining our unique media research and big data expertise to innovate new ad effectiveness solutions.”