Magazine article Marketing

Research Awards 2004: Media

Magazine article Marketing

Research Awards 2004: Media

Article excerpt

WINNER Client: BBC Agency: TNS  COMMENDED Clients: Various Agency: OMD UK 

The BBC is a multimedia organisation and, as such, it is essential that it co-ordinates its various offerings to deliver maximum value to its shareholders.

For the Corporation to maintain relevance to the UK public, a clear need was identified for a major piece of research to serve two purposes: to understand the context in which media is consumed, and to better understand how different media fit together.

Fieldwork on the Daily Life initiative began in Autumn 2002. It ran for a year and encompassed 6000 respondents.

The key methodological innovation came in the use of PDAs as the principal method of data collection.

Respondents were recruited by telephone to carry a PDA with them during three consecutive days during which they recorded their media consumption.

The results of the research have been used to guide a number of important decisions, particularly in relation to defining the BBC's current digital strategy.

The Corporation now has a greater understanding of when and how media is a primary and secondary activity, how this varies during the day, how its various delivery platforms co-exist and how licence-fee payers switch between them. …

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