JMI Equity, with offices in San Diego and Baltimore, has made a $30 million investment in BrightLine, a New York business that develops and executes television marketing strategies for multinational consumer products companies, the private equity firm said July 19.

BrightLine’s process aggregates consumer behavior trends and measures program results across all cable, satellite and other TV platforms, giving clients value beyond traditional TV advertising, according to a prepared statement.

As a result of the investment, JMI has a minority interest in the firm, and Brad Woloson, a JMI general partner, will join BrightLine’s board of directors.

Founded in 1992, JMI Equity has more than $2.1 billion in capital under management.

— Mike Allen