MRG Evening Meeting: Introducing FAME

Cinema’s new online measurement system FAME, Film Audience Measurement and Evaluation, was outlined last night at this month’s MRG evening meeting, presented by representatives from Carlton Screen Advertising, Pearl & Dean and TNS.

As reported in December, FAME has replaced the previous cinema audience measurement system, CAVIAR (see Cinema Research Study Re-Brands). The move will create larger sample sizes of the cinema-going population, being based around a sample of 3,000 people who have visited a cinema in the past six months. This differs from CAVIAR which was a nationally representative sample of 3,000 and therefore had a certain degree of wastage with people who were not cinema-goers.

The aim of this change is to put the focus more clearly on people who have a relationship with film and not purely cinema and video, and the research can now take into account film downloads and even piracy.

CAVIAR data can currently be accessed through TouchPoints, however due to the change in the methodology it was considered last night that the new FAME measurement could not be incorporated into TouchPoints2, but that perhaps Film Monitor data could be included to ensure that cinema had some representation in the integrated planning system.

Carlton Screen Advertising: www.carltonscreen.comPearl & Dean: www.pearlanddean.com