A round-up of some of the best research of the year
2025 in Review
As 2026 approaches, The Media Leader reached out to the research community to reflect on some of the best studies published over the past year.
A range of research was highlighted, including men’s health, weekly listening figures, and a project on right-wing populism.
Read on to see what the experts thought was the most interesting.
Anna Cremin, head of research and consumer insight, Pearl & Dean
“The Movember Institute of Men’s Health report, ‘Young men’s health in a digital world’ was a fantastic insight into a really complex subject matter.
“The report finds that “men and masculinity” influencer content is now mainstream for young men, and can feel inspiring and motivating.
“However, this content is also linked with poorer mental health, more risky behaviour and lower prioritisation of mental health.
“The reason I found this report interesting is that it provides a starting point for considering how content creators and media platforms can challenge this negative narrative.
“It is clear that these influencers have substantial reach and perceived credibility with young men, so there is an opportunity for them also to be powerful voices for promoting healthier norms.
“The report calls for creating safer digital and offline environments where young men can explore masculinity, relationships and health without stigma, to reduce harm while amplifying positive role models.”
John Carroll, director of research and audiences, Rajar
“I may be biased, but The Media Leader’s piece with the arguably surprising headline, “Weekly listening increases by a tenth in past decade”, highlighted one of the most compelling research reports of the year.
“It showed that audio remains firmly relevant, even as listening increasingly involves digital and on-demand platforms.
“The report’s message is clear: measurement and advertising strategies must keep pace with fragmented, multi-platform habits, and organisations will need to innovate in data collection and audience engagement to stay effective.”
Neil Mortensen, director, ITV Insights Group
“I know I am biased, but one of the most exciting bits of news coming out of our sector was that our ‘baby Lantern’ POC proved a tremendous success.
“It’s now going to grow into its ‘teenage’ years in 2026.
“For those in the dark (sorry if that sounded like a pun), the Lantern project is a collaboration between ITV, Sky, and Channel 4 that aims to measure the business outcomes of TV advertising.
“It is ambitious, important and will revolutionise TV ad measurement.
“I’m so pleased for Sameer (ITV’s Measurement Innovation Lead), and the rest of the team as it has taken a gargantuan effort to get through this stage.
“In other news, the MRS’s data quality initiative is really important.
“We all need to get behind this as the MRS quote “in an era of growing misinformation, data fraud, and sophisticated AI.
“Poor quality data poses a significant risk to the market research sector’s future, potentially leading to flawed decision-making, compromised business outcomes, and wasted resources.”
Emily Alcorn, chief effectiveness officer, Talon UK
“One of the most exciting research developments I’ve seen this year is Route’s new contract to advance audience measurement in OOH.
“This is no small feat, the JIC is introducing AI and synthetic datasets to better represent the travel habits of the population.
“Built on a strong methodological foundation, this innovation will transform how audience reporting for OOH.
“Route has always ensured a robust measurement currency for OOH, something many channels aspire to, and this next step embraces cutting-edge technology to make data more accessible and actionable.
“It’s a game-changer that will help OOH secure its rightful place in media plans.”
Sumran Kaul, independent insight & commercial strategy consultant
“A project that stood out to me was ‘Right Wing Populism – The Shifting Overton Window’ by cultural insight agency The Outsiders, supported by Resilience and Reconstruction.
“It was a qualitative research project aiming to understand the many people increasingly (and rather lazily) grouped as ‘far right.’
“I appreciated the critical thinking and effort to interrogate something so often commented on but rarely researched.
“In a(nother) year where divisiveness in society seemed to be growing, it gives a good example of how research, with its innate curiosity and honesty, can cut through noise and help better understand the world around us.”
Heather Dansie, insight director, Newsworks
“Craft and Channel 4’s Youth research created headlines, as it highlighted the feelings of isolation and dissatisfaction felt particularly by young men today and sparked much debate far beyond the sphere of advertising and media.
“For me, research that taps into the national conversations is always a mark of great cultural research.
“Since the launch of the research we have seen further discussion following the TV show, Adolescence.
“At the heart of this study was a healthy reminder to our industry of the impact and responsibility that media has on our young people.