Cinema Advertising Association appoints Harris Interactive to conduct FAME

The Cinema Advertising Association has appointed Harris Interactive to conduct its Film Audience Measurement and Evaluation (FAME) and Film Monitor research studies.

FAME, previously conducted by TNS, is carried out annually and provides cinema film and media industry subscribers with details including average party size, frequency of visit, and other entertainment viewing habits, including DVD purchase and home viewing of movies through download. It also provides information on attitudes to cinema advertising.

Film Monitor, previously covered by BMRB, reports on a quarterly basis, providing audience profile information on the latest film releases for media planning.

Harris Interactive will be adding new aspects to FAME, and is moving the research methodology for Film Monitor online in an attempt to provide a swifter turnaround on more granular data covering consumers’ cinema habits and preferences. The new Film Monitor, meanwhile, will now include bi-weekly film data.

FAME will be reported annually as usual, but will also be in-field throughout the year with input from cinema goers.

Andrew Freeman, senior consultant media research at Harris Interactive, said: “We’re really excited at the opportunity to work on such an important survey for the cinema market. In a world of increasing fragmentation, cinema continues to deliver real social glue as valuable mass audiences share the big screen experience.

“Our aim will be firmly focused on helping subscribers, advertisers, and the film industry at large, to maximise this opportunity, adding insight and depth to the profiles and data that the industry needs.”

Anna Cremin, spokesperson, CAA, said: “The changes to the FAME and Film Monitor research with Harris Interactive mean that our subscribers will be able to access much more timely, accurate and granular information on film viewing and cinema visiting habits across the year.

“This information is crucial for those looking to plan cinema advertising campaigns effectively as well as providing insight into film consumption at home and mobile. The updated FAME and Film Monitor surveys will provide much more insightful information into the nation’s entertainment habits.”