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

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