Complete Control tracked a new show from the day it launched.
Complete Control has spent nearly two decades building digital content for young audiences, for clients including the BBC, Cartoon Network, LEGO, Nickelodeon and Penguin. Staying current is not a nice-to-have for that business; it is the product.
new title added to the portal on request
years building digital content for young audiences
tracked as they move, not reviewed after
An agency is only as current as its last insight
Complete Control works for the best in children’s media, which means its clients expect it to know what young audiences are doing before they ask. That is a standing requirement rather than a project.
The team wanted a better understanding of a new generation of consumers, and to keep abreast of kids’ digital consumption, emerging trends and new technology — continuously, and from a source with no stake in the answer.
A live read, extended to the titles that mattered
Complete Control subscribed to the live data portal and TrendLens reports, giving the team a current view of this generation across platforms, formats and behaviours.
The more interesting part was bespoke. When a new TV show mattered to their work, it was added to the portal so its performance could be monitored from launch — turning a general dataset into one that tracked the specific properties the agency was accountable for.
Demand visible before the plan is written
The team could focus its planning on where demand actually was, and on which products and properties to target first, rather than inferring it from category-level reporting.
And because a new title could be brought into the tracking, performance questions about that show had an answer from the week it launched instead of a season later.
I like The Insights Family Portal and being able to talk to you guys too. Loved the way you could add a new TV show to the portal so we can monitor this – perfect.
Your next brief
Track the properties you are accountable for.
Tell us the titles that matter to your work, and we’ll show you how they are performing.