The unit will focus on new revenue opportunities in existing and emerging markets. Watkins will survey reader behaviour to identify consumer trends, as well as leading research into the group's subscriber base.
The move comes as Ben Dunn, former account director at Sport magazine, joins as TMG's new head of sport sponsorship.
Dunn, who joined last week, will report to Daniel Best, TMG director of media solutions, who joined the group in April from the now defunct VoD venture Project Kangaroo.
Dunn replaces David Vokes, who this month moved to Mirror Group Newspapers as sports sponsorship manager.
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