Adwanted Media Research Awards 2024 – the finalists

Adwanted Media Research Awards 2024 – the finalists

The finalists for the 2024 Adwanted Media Research Awards have been revealed.

Hosted by Adwanted Connected and The Media Leader, the awards recognise and celebrate the organisations and people that are driving innovation and development in UK media research.

It has been a bumper year and the judges commented on the extremely high quality of the submissions. The Adwanted Connected team would like to thank all who entered this year for their hardwork on the submissions.

The entries, which reflected the wide range of businesses that are pushing the limits in media research, have been whittled down to the following finalists:

Best Custom Media Research Project (Trade Body)

• Radiocentre & Differentology – Generation Audio
• Thinkbox, Acacia Avenue, PwC, Essencemediacom, Gain Theory, Wavemaker, Mindshare, ITV, Channel 4 and Sky – BVOD Almighty
• Thinkbox – Cracking Creativity

Best Custom Media Research Project (Media Owner)

• Global Media & Entertainment – Sharing Global’s best kept secret: Launching a modern media phenomenon using an insight led approach
• Reach & CultureStudio – Britain: A Society of Communities
• ViewersLogic & ITV – The Hidden Value of Peak

Best Custom Media Research Project (Agency)

• Dentsu & Vodafone – Vodafone Pathways
• On Device Research & Wavemaker – Unmasking Ageism
• Wavemaker – Eco-Effectiveness: Breaking the Trade-off

Best Custom Media Research Project – Supporting Diversity in Media and Advertising

• Channel 4 & Clear Channel with Backlight & The Good Side – Black Owned Businesses: The UK’s Untapped Business Potential
• OMD UK – The Real Britain Series
• Vodafone & CreativeX – Vodafone, Representation Measurement

Best Media Research Tracking or Syndicated Project

• Colourtext & ITV – Sponsorship 3D
• Ipsos – Ipsos iris for UKOM
• Mindshare – Reality Check: consumer behaviour in a multi-crisis world

Best Use of 1st Party or 3rd Party Data
Sponsored by Dynata

• Global Media & Entertainment – Powering Up: Using 3rd and 1st Party Data to optimise Global’s Planning Framework
• Mail Metro Media – dmg::ID
• Mindshare – Unifying datasets with geo

Best International Media Research Project

• AMPD Research & RealityMine – TikTok Unravelled: Perceptions vs Reality
• Google, MTM & The Behavioural Architects – Why We Watch
• Tapestry Research & Spotify – Sound Decisions

Pulse of the Nation
Sponsored by Toluna & Harris Interactive

• Channel 4 & Craft – Beyond Z: The Truth about British Youth
• Mindshare – Accidentally Sustainable

The Adrian Edwards Award for Best Use of Datasets
In partnership with Barb

• EssenceMediacom – IKEA “Trust Recipe” – Evaluating the drivers of Trust and measuring the impact of paid, owned and earned media
• Global Media & Entertainment – Leveraging the power of industry datasets to drive planning at Global
• Thinkbox & PwC – BVOD Almighty

Best Representation of Data

• Colourtext & Reach – Reimagining Creative Effectiveness: The Reach Invention Databank
• Mail Metro Media – dmg::ID – Trends
• Vodafone, Percept & Dentsu – Vodafone Media Wizard

Research Effectiveness Award – budgets over £50,000

• Hearts & Science – Fit for Purpose – Peloton’s Measurement Mindset
• MTM & Channel 4 – Demonstrating the value of first party data in advertising

Research Effectiveness Award – budgets under £50,000

• DCM – Centre of Attention
• JCDecaux – Maximising Mail Measurability

Media Agency of the Year
Sponsored by Kantar Media

• The7stars
• Wavemaker

Media Owner/Trade Body of the Year
Sponsored by On Device Research

• Global Media & Entertainment
• Google
• Thinkbox

Research Agency of the Year

• Differentology
• Ipsos

Rising Star
Sponsored by UKOM

• Rebecca Hollister – Channel 4
• Nikoleta Nikitova – EssenceMediacom
• Daniel Innes-Taylor – Global Media & Entertainment
• Matthew Austin – Tapestry Research

A Grand Prix winner will also be announced during the prestigious ceremony on 6 March 2024, held at Banking Hall in central London.

Chaired by Belinda Beeftink, Research Director at the IPA, the nominees were placed in the hands of a number of high-profile expert judges: Julia Ayling, Head of Research & Insights at Mindshare; Parveen Bdesha, consultant; Donna Burns, Head of Insight at Radiocentre, Sarah Gale, Director of Research and Insight at Global; Stephen Murfet, Head of Insight at Sky; Laura Rowe; Managing Partner, Head of Decisions Science at OMD UK; Jo Rigby, Head of Growth & Marketing at Mediahub UK; Danny Russell, owner at Russell Consulting Ltd; Denise Turner, CEO at Route; and Omar Oakes, Editor of The Media Leader.

Thank you very much to our sponsors Toluna, Brand Metrics, UKOM, Alligator, Dynata, Kantar Media, On Device Research and RAM UK for all their support, enabling us to celebrate research of the highest order.

At our last awards in 2023, Sky & MTM were the big winners on the day, taking home the Grand Prix with their “Fuelling the development and impact of Sky Glass” project, while Channel 4 were involved in five different category wins.

Tables are now available to book for the 2024 event.

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