Cinema Research Study Re-Brands
The Cinema And Video Industry Audience Research (CAVIAR) is re-branding its research study, labelling it FAME, Film Audience Measurement and Evaluation, according to the Cinema Advertising Association.
The CAA acknowledges that the film industry has undergone significant changes and the new research reflects these developments with more refined and focused results.
The cinema’s industry currency will be made available to subscribing media agencies, film distributors and cinema industry bodies, with the first FAME findings made available in January 2007.
The new research contract moves from BMRB to TNS, research supplier of the Touchpoints study (see IPA TouchPoints Goes Live), which won a competitive pitch of five leading market research companies.
The CAA says that FAME is the first media currency to move to a full online survey, citing that CAVIAR has always sought to understand audience behaviour rather than audience size. The online methodology was selected due to the close-match of internet users and cinema-goers with all data weighted to be representative of the cinema-going population.
FAME will provide in-depth insight into film viewing across cinema, DVD, online and new emerging formats. The research has also been updated to provide further insight into how behaviour changes depending on party composition and how people are deciding to see which films and where. The CAA is also planning to carry out segmentation analysis with TNS to enable grouping of cinema-goers based on lifestyle and film viewing rather than just basic demographics.
Mike Hope-Milne, sales director at Pearl and Dean, said: “Advertisers are showing real confidence in cinema advertising, with the latest CAA figures citing revenues up significantly year-on-year. More refined analysis on cinema-going and film viewing trends will build on this growth by helping agencies and advertisers realise the best value from their cinema advertising spend. The new methodology and expansion of the areas covered will increase the understanding of the marketplace audience.”
Nicolette Homes, commercial director of Carlton Screen Advertising, added: “CAVIAR has been in existence for 23 years and in this time has established a respected reputation for revealing the psyche of the cinema-goer.
“Our in-depth research has enabled profiles of people and their visiting trends to build media planners’ confidence in cinema, and this ROI foundation is an investment we will continue to support. FAME takes over from where CAVIAR left-off, exploring the big-picture of cinema’s place in UK society to intimately exploring people’s relationship with film in their leisure pursuits.”
Pearl And Dean: www.pearlanddean.com Carlton Screen Advertising: www.carltonscreen.com