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L.A. Council

Council Objectives

The L.A. Media Research Council was established to deal specifically with the issues and challenges of the L.A. community that may not have received enough attention in the overall marketing ecosystem. At this time, it consists of researchers at media companies who have formed three Working Groups to address the issues they consider most pressing.

Past Events

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. You can download presentations and view videos here.

Working Group Missions

Cross-Platform Measurement

Focus on video content consumption (rather than ad exposure) across all platforms, including OTT, with a goal of making recommendations on how viewers should be counted and how to monitor the progress of program measurement.

 

Changing Media Landscape

Generate new data and insights on the changes in viewers’ behaviors and attitudes, including preferences for various platforms, navigation among platforms, and content discovery.

 

State of the Art in Emotion and Attention Research

Explore how best to assess the factors that drive viewing, program loyalty, and program promotion effectiveness. The group plans to curate research findings and develop best practices for program testing and research that help optimize content promotion.

LA Media Research Council Working Group Chairs

Lisa Heimann

Lisa Heimann

NBCU | Cross Platform Chair

Judi Nagy

Judit Nagy

FOX | Changing Landscape Chair

Paloma Gonzalez

Paloma Gonzalez

Univision | State of the Art Chair

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