Mediapro launches market research department
March 11, 2026
Mediapro, the European audiovisual companies, is strengthening its offering to brands and advertisers with the launch of a dedicated market research department. The new division will be headed by Kike Lozano (pictured), previously Managing Director of audiovisual consultancy GECA, and sits within the Brands&Xperiences area, led by David Xirau.
Brands&Xperiences’ mission is to “develop distinctive, high-impact value propositions for brands and institutions, with creativity and excellence as the driving forces behind transformation”.
The market research department will provide consultancy services to clients across all sectors, bringing together GECA, specialists in data and audience analysis for broadcasters, production companies and distributors, alongside social media management and OTT streaming platform services.
Lozano is the founder and director of the Master’s in Audiovisual Distribution and Business and the Master’s in Big Data and AI for the Audiovisual Industry, both at ECAM, and coordinates the Audiovisual Rights module within the Sports Rights MBA at UAX. He was appointed Managing Director of GECA in 2018, having previously held senior roles at Trece, Paramount and laSexta.
To lead GECA’s next phase, Mediapro has appointed Víctor García-Morato, a seasoned television professional with a strong track record in strategy and content. García-Morato joins from production company Isla Audiovisual, where he served as Director of Strategy and Business. He was part of the founding team that launched laSexta and has held senior positions at FOX Networks Group, across both Portugal and Spain, and Disney+.
The appointments of Lozano and García-Morato follow the recent arrivals of Javier Buendía as Commercial Director of Brands&Xperiences and Enric Hernández as Business Development Director.
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