BMRB To Undertake Research Into Interactive Audiences

Research consultancy BMRB has launched a survey which aims to give media agencies and broadcasters a greater understanding of interactive TV audiences.

The survey, Audience Interaction Monitor (AIM), will be completed by two thousand adults, including Sky Digital, cable digital and Freeview viewers. There will be questions on pay-per-view, interactive services like shopping, gaming and email, interactive advertising, interactive programming and general attitudes towards interactivity. The first set of results will be released in December.

BMRB Senior Associate Director Gary Austin commented: “The new survey will provide information for both developing interactive applications and selling interactive campaigns. The data will also be useful for those involved in planning interactive campaigns, providing them with a fuller understanding of exactly which consumers are ‘going interactive’.”

The survey is scheduled to take place every six months to provide an ongoing analysis of the developing interactive television landscape.

Interactive advertising is a relatively new medium, and like online advertising suffers from the lack of understanding of its potential audience reach and impact (see IAB Plans To Double Internet Ad Spend In Two Years). However, there have been a number of big brand forays into interactive advertising, such as Barclaycard’s recent campaign, produced by interactive ad agency OMDtvi (see OMDtvi Launches Interactive TV Ad For Barclaycard).

BMRB: 0208 566 5000 www.bmrb.co.uk

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