Media Strategy and Buying Services

The BBC is responsible for ensuring that all audiences are aware of the programmes and services that their licence fee has funded and how they can access them to achieve maximum value from their licence fee. New digital behaviours, particularly for younger audiences, means that it is becoming increasingly challenging to reach young audiences solely through promotion on our owned media channels. Thus, it is essential, in order to fulfil our responsibilities, that we use paid for media channels to complement our owned media. The BBC has therefore procured a media agency to manage the planning, buying and return on investment evaluation of external media activity, as well as delivering strategic insights and analysis of the wider emerging media market. This is critical to ensure we deliver value for money to the UK public. The maximum contract duration is up to 4 years, with the annual contract value incorporating both the paid media budget and agency fees estimated at GBP 25 m p.a. For the BBC to meet its public service obligations, it is essential that all audiences are aware of the programmes and services that we create. To ensure that we reach all audiences effectively, particularly younger audiences who are spending less time on our owned platforms, we need to use paid for media alongside our owned media. Investing in paid media ensures we are able to engage critical audiences with the right reach and frequency to create awareness of the programmes and services they have paid for through their licence fee.