Market Research and the Entertainment Industry

We've grouped together all the information our site contains on the entertainment industry to help you quickly and easily find research related articles, suppliers, events, jobs, associations, glossary definitions and more.

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Comcast’s Versus channel turned to research to better understand a core audience segment: Following a rebranding of its Outdoor Life Network as Versus, which broadened its scope to include other sports, Comcast Networks conducted in-depth research to show advertisers that the channel’s core audience of outdoorsmen was as strong as ever and receptive to ad messages outside of the hunting and fishing categories.
Cracking the code of social media data analysis: While analyzing data from social media is something new to researchers, one way of extracting meaning from the data isn’t. Old-fashioned coding - with an assist from technology, of course - is an approach that can generate useful insights and bring clarity to a seemingly murky process.
When your consumers are talking online, here are some tips on how to listen: User-generated content is everywhere these days. But how do you make sense of the chatter? One successful approach outlined by the author is to analyze what’s being said and use the findings as a springboard for more rigorous research.
Despite lack of necessity, iPad still seen as fun and cool: Nearly four months after its April 2010 launch, analysts are able to see the impact the iPad has made on the electronic portable device market - and from what other devices its drawing its buyers.
Consumers care more about content than how it's delivered: Research from Chadwick Martin Bailey, a Boston research company, shows twice as many consumers are excited about movie rentals over the Internet than the iPad or Droid phones.

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There are 53 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Effectiveness by association?: Starcom Media Services used brainwave analysis to measure respondents’ involvement in a TV show and a series of commercials to find out if their engagement in the show carried over to the ads that followed it.
Campaigning for the outdoors: In its quest to be seen as an environmentally friendly oil company, Chevron has had a print and TV campaign, called “People Do.” Communicus, a Santa Monica, Calif., research firm conducts wide-ranging telephone interviews that mask the study’s sponsor and its advertising focus. Respondents give ratings, impressions, and purchase information for a number of companies and their advertising. Re-interviews are done a year later to test ad effectiveness.
On the front line of online: The article summarizes how three companies - Informix, Bay Networks and Nickelodeon - have used online surveys to conduct research about their customers. Survey tools included SurveyBuilder.com and AOL's Opinion Place. Integrating graphics into the surveys is cited as a particularly helpful activity.
Trade Talk: Quite the double-header: A report on how the Minnesota Twins use marketing research.
Not quite everybody, it seems: The use of focus groups to judge the viability of television programs is explored, citing the poor response to Everybody Loves Raymond as an example of how groups can’t always be trusted to pick the most worthwhile shows.

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Related Events

ESOMAR WM3 CONFERENCE: October 19-21, 2010; ESOMAR will hold WM3, a conference on worldwide multimedia measurement, on October 19-21 in Berlin, Germany.