NEWS3 February 2010

Harris Interactive wins double cinema contract

New business UK

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

Fame, which is conducted annually, was previously run by TNS, while the quarterly Film Monitor was operated by TNS’s Kantar stablemate BMRB.

The Film Monitor study provides audience profile information on the latest film releases for media planning purposes while the Fame survey gives cinema and media industry subscribers details on consumers’ film and cinema-going habits.

Harris will move the Film Monitor’s methodology online and add bi-weekly film data to provide more timely responses.

The Fame study will continue to reported annually, but will be in field throughout the year and feature input from cinema-goers to provide more accurate measurement of seasonal changes in cinema trends.

Andrew Freeman, senior consultant for media research at Harris, 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.”