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L.A. MEDIA RESEARCH COUNCIL

Council Objectives

The L.A. Media Research Council was established to deal specifically with the issues and challenges of the L.A. media community and of media researchers that may not have received enough attention in the overall marketing ecosystem. It consists of researchers at media companies who work together to address the business and research issues they consider most pressing.

Additionally, the LA Media Research Council Community, offers a dynamic space for marketing and advertising professionals to engage with Council Committee members and share research insights.

Join the LA Media Research Council Community here.


LA Council Priorities

Changing Media Landscape

Generate new data and insights on the constant changes in the media landscape and in viewers’ behaviors and attitudes, including preferences for different platforms and services, navigation among platforms, the drivers of viewing preferences, of program and service loyalty and churn. Content discovery – information sources and strategies used by viewers to learn about video content – as well as program promotion effectiveness have been of particular importance to Council members.

Best Practices and Innovation in Media Research

Improving Cross-Platform Measurement

To gain new insights into viewing behaviors, the Council also curates research findings and suggests best practices for media studies, program testing and research that helps optimize content promotions. Council events have addressed improving survey methods, state-of-the-art emotional and attitudinal research methods, the importance of segmentation – beyond simple demographics -and how to assess the role of social media with regard to content discovery, but also to maintain viewer loyalty. In addition to exploring better measurement of viewing on different platforms overall, the Council is focused on video content consumption (rather than ad exposure). The goal is to make recommendations that result in more accurate measurement of exposure to content in order to gain a better understanding of viewers’ journeys across platforms and devices. This will help buyers and sellers better understand the value of various contents to viewers. Council members are also working with CIMM to advance these goals.

L.A. Media Research Council Lead

Stipp
Horst Stipp, Ph.D.EVP, Research & Innovation
ARF
View Bio


L.A. MEDIA RESEARCH COUNCIL HIGHLIGHTS



    2024 Media Insights and 2025 Challenges


    On January 15, the L.A. Media Research Council explored key priorities and the most important topics for business in the upcoming year. Attendees gained research-based insights on the ever-evolving media landscape, shifting viewer behaviors, and the challenges that will require new research in 2025. ACCESS EVENT CONTENT

    2022 Media Insights and 2023 Challenges


    An ARF event presented by the LA Media Research Council focused on insights from 2022 research and on 2023 priorities to meet business challenges. Issues addressed in research presentations and by an expert panel included the evolution of streaming during an economic downturn, how to manage subscriber churn, understanding Gen Z and the continued need for better measurement across the ecosystem. ACCESS EVENT CONTENT

    New Research Insights on Viewers’ Behaviors and Attitudes


    A (virtual) event presented by the ARF’s LA Media Research Council took place on June 15. Titled ”New Research Insights on Viewer’s Behaviors and Attitudes” it featured four presentations focused on issues that the Council had identified as priorities: better data on viewers’ use of media and platforms, the growth of streaming and content discovery and promotion. ACCESS EVENT CONTENT

    The Future of TV — New Insights and Key Issues for 2022


    The latest LA Media Research Council event, “The Future of TV — New Insights and Key Issues for 2022”, took place on December 8, 2021. As with all LA Council events, it was focused on issues that Council members have identified as priorities for their companies and the media industry. The (virtual) meeting featured a summary of insights on Council priority issues from 2021 research, three presentations on new studies and a discussion to help identify research priorities for 2022. ACCESS EVENT CONTENT

    The Role of Social Media in Content Discovery


    This event, organized by the ARF’s LA Media Research Council, addressed issues of great importance to media researchers and their companies: How do today’s viewers discover video content and make viewing decisions, and how do they engage with their preferred content? ACCESS EVENT CONTENT


    Best Practices in Media Studies – How Researchers Can Learn from Recent Political Polling Challenges


    While the shortcomings of political polls have been discussed widely, rarely has an industry event focused on issues specific to media use and consumer research. The first 2021 event presented by the LA Media Research Council addressed whether the current discussions about the failures of many polls to accurately predict election outcomes will affect trust in consumer research — specifically, surveys on media use and attitudes. ACCESS EVENT CONTENT

    How Will Media Use Evolve After the Crisis?


    On June, 10 2020 the ARF’s LA Media Research Council hosted a virtual event to update ARF members on the ARF’s original research initiatives, share insights from new studies about changes in media use and discuss whether these changes will be permanent. During the event, four researchers presented data on how the pandemic has affected the use of various media and viewers’ attitudes about platforms and content. The presentations were followed by a Panel of LA Council members. ACCESS EVENT CONTENT
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