More Research articles

Euan Mackay, associate director at Kantar Media, assesses the state of the men’s magazine market and considers some future paths for publishers…

The industry “needs” reach and frequency data, according to the panel at last week’s MediaTel Group Future of Media Research event.

BARB’s chief executive Bjarne Thelin sees a future where server data and panel data comes together, but says this can only be achieved if the industry “gets its act together and thinks about the bigger picture”.

In response to the article ‘Do agencies care about media research?’, Richard Bedwell, consultant, says the view that the media researchers are just making jobs for themselves is very old fashioned and backward looking.

I suggested a couple of months ago that this may be the year of data; and have heard many agencies saying that data is at the centre of everything they do now.

Three-screen viewing is becoming a reality in US households, with multi-screen viewing on the rise, according to eMarketer.

Ofcom has unveiled the product placement logo, which must broadcast at the start and end of shows that have been paid to include products.

The panel at MediaTel Group’s Future of Media Research in London had mixed views on the importance of media research in agencies.

Speaking at MediaTel’s Future of Media Research seminar this morning, James Whitmore, managing director of POSTAR, suggested there is a real opportunity for the industry to look at collecting research more collaboratively, using technologies such as mobile phones.

Is it efficient, economic and effective? That is the question researchers should be asking themselves before deciding what technique/s to use for the best results, according to Andrew Bradford, VP, client consulting, media, The Nielsen Company.