Lead Data Analyst, Global Viewership

The Role

The role

As part of the global data and insights team at ITV Studios, our goal is to deliver the best global intelligence from brilliant data sets to maximise revenue across Global Sales for scripted, unscripted and formats, Zoo55, Brand Partnerships via Studio 55 as well for Content & Production.

As the lead data analyst, you will lead the data and insights strategy of the Global Viewing team, ensuring ITV Studios has a robust, unified measurement framework for content slate decisioning and global sales. While viewing data is our core currency, you go further, triangulating Ratings (BARB/Nielsen) with Market data Intelligence (Ampere, K7, NoTa) and Social Sentiment (i.e. Sprinklr) to build a 360-degree view of success. You focus on strategic, forward-looking analysis that helps us understand why content travels, puts performance into context for the channel, platform or market, and consider the business and commercial implications of your findings.

You will act as the strategic partner for three internal stakeholders, ensuring they have the accurate performance data required for decision-making and global sales:

• Global Sales: Collaborating on commercially focused data narratives to maximise revenue
• Global Content: Deliver objective performance tracking to inform commissioning and renewal decisions.
• Production Labels: Provide performance tracking and trend analysis to support creative development and commissioning

Main responsibilities

• Global Measurement Strategy: Define the roadmap for standardizing viewing metrics across key territories and work with group data and technology to define and operationalize those requirements. You will oversee the harmonization of disparate datasets to create a consistent view of content performance globally. You will identify gaps in current measurement, ways to overcome and prove the value to secure additional investment where required.
• Data Augmentation: Proactively address "blind spots" in official measurement. You will develop methodologies to estimate or augment viewing performance in data-poor where panel data may have limitations developing applications from alternative sources to build a more complete picture.
• Data Integrity: define the rules that ensure our internal catalogue seamlessly connects with external performance data and set the requirements for technology to build the data pipelines
• Automation: Collaborate with the ITV Studios tech teams to engineer automated data pipelines enabling self-serve dashboards and agent development for the most common operational data requests.
• Content performance: Deliver objective reporting to Global Content leadership highlighting underperformance risks early and provide the "real" view of how titles are traveling
• Sales insight stories: work closely with the propositions manager to "commission" analysis to test and improve sales angles as part of their go-to-market “tool kit”. You find the data which best reflects the values of the buyer from advertising benefits, content fit or streaming sales and retention metrics
• Renewal & Development Insights: Use historical benchmarking to provide realistic success metrics for new commissions, helping the content team understand why a show worked or failed in specific territories.
• Production company Intelligence: Act as a strategic partner to our 60+ production labels. Provide them with the honest data they need to improve their shows, mixed with the "sales-style" highlights they need to celebrate success and pitch new formats, global viewing trends

Leadership & Culture

• Team Management: Manage and mentor 2 team members (Analyst, Senior Analyst), fostering a culture of agility and automation.
• Technical Advocacy: Champion the use of data visualization across the wider business, helping to transform the delivery of ratings data from static information into easy-to-use tools.

Skills you’ll need (minimum criteria)

• Strategic Data Leadership: extensive experience leading a media data analytics team. You have a strong track record of transforming data functions from manual reporting to automation and providing strategic and commercially impactful analysis and insights
• Technical Expertise: Advanced proficiency in SQL is essential. Expert knowledge of data visualization platforms (Looker, Tableau, or PowerBI). Deep knowledge of a broad range of global viewing panel datasets such as BARB, AGF, Mediametrie, Oztam and Nielsen and extensive experience overcoming the complexities of harmonizing linear, non-linear and SVOD data.
• Technical Architecture: Experience designing or overseeing data workflows. You have worked with Engineering/Tech teams to define requirements for data pipelines, warehousing, or dashboarding solutions
• Problem Solving: A proactive approach to addressing data limitations, with the ability to develop viable solutions (e.g. proxy metrics) when official data is unavailable.
• Stakeholder Management: Proven ability to tailor complex technical information for diverse audiences, navigating the distinct requirements of Content, Sales, and Production stakeholders.
• Industry Knowledge: Comprehensive understanding of the global media landscape (Linear, AVOD, SVOD) and international measurement currencies.
• Forecasting & Modelling: Demonstrated experience in building predictive models or forecasting media performance.
• Commercial Partnership: Proven experience working directly with Sales or Commercial teams to drive revenue. You have not just reported numbers; you have used data to build "sales stories," validate pitch angles, and support high-value negotiations.
• You have a deep understanding of the global TV and streaming landscape and a desire to understand the drivers behind content success and can lean on that knowledge to provide qualitative creative conclusions alongside hard data