MarketCast Buys Audience Research Specialist Invoke

Los Angeles-based entertainment research and content testing platform MarketCast has acquired audience research firm Invoke for an undisclosed sum.

Invoke is headquartered in Boston and also has offices in Los Angeles and NYC. The firm's technology allows hundreds of audience members to participate in live concept and episodic online screenings together. The platform includes chat and discussion features, supported by advanced AI to interpret and analyze fan feedback and commentary, and understand how content is performing and resonating with individuals. Clients can make rapid and informed decisions about storylines, characters and marketing.

MarketCast says the buy will allow it to expand its media and entertainment research into audience testing for pre-release streaming and broadcast content, including series concepts and episodes; and to expand its online qual research capabilities for longer-form content. Currently, MarketCast screens and tests more than 3,000 movies, streaming series and TV ads annually with millions of fans around the globe; while its quant and qual research is used to shape movie and TV franchises, characters and storylines on the big screen and beyond.

Invoke's product, technology and research teams will join MarketCast, and Invoke CEO Gigi Wang (pictured left) says the move will drive growth for her firm's people, products and platform. John Batter (right), CEO of MarketCast, adds: 'The acquisition of Invoke is transformative for MarketCast and the media and entertainment research segments we serve, helping the industry move fandom research for streaming and TV series completely online where speed and scale wins'.

Web sites: www.marketcast.com and www.invoke.com .