The Media Research Group welcome back their content sessions after a summer break with case studies by UKOM, FAME and OMD on key measurements and audience insights.
This month's papers include:
Julie Foray from UKOM will give us all a (re)intro to UKOM, updates on YT/Sky video measurement plus what’s coming and some key cross summer audience insights.
FAME (Film Audience Measurement and Evaluation) is the cinema industry's key marketing tool for analysing film viewing and cinemagoing behaviour. It is an annual study that helps to understand cinemagoing behaviours and how they differ by audience. FAME talks to over 4,200 cinemagoers aged 4+ about their general cinemagoing but also their overall film consumption and attitudes to cinema and film and where this fits within their lives.
Anna Cremin from Pearl & Dean, Emily Ezekiel from DCM and Beth Abell from Differentology will take us through this bellwether study for the cinema advertising industry, highlighting the key insights and latest trends in UK cinema going.
Join Influencer’s Director of Measurement Rob Sanders, and Element Human's MD Dr Hamish McPharlin as they present the first results from a new partnership that has taken creator measurement to the next level. Using best in class techniques, they will reveal new industry insight into how real human reaction to creator content moves the needle for brands, giving brands the tools they need to maximise the impact of their influencer marketing campaigns.
Society has begun to open its eyes to inequality and under-representation of minority audiences. Despite this, as seen in the riots of summer 2024, there is still a long way to go both societally and in our own industry - as demonstrated by the lack of research in this space within media. The Real Britain Series was launched in June 2022 and forms a part of OMD’s mission to change this: investing consistently in understanding whilst supporting clients with more inclusive and representative work. This paper is a whistlestop tour of the approach to the work, and a few snippets of the wealth of insight discovered to date.