Thinkbox wins Grand Prix at MRG Awards

Thinkbox, the marketing body for commercial TV, picked up the Grand Prix at the 2012 Media Research Group (MRG) Awards for its research into multi-screening: 'Screen Life: the view from the sofa', last week.

Thinkbox's Mortensen: 'wonderful recognition'
Thinkbox's Mortensen: 'wonderful recognition'

At the MRG Awards held in Monte Carlo on 16 November, Thinkbox also won the awards for the Best Trade Body Research and the Best Research Initiative (in the UK).

‘Screen Life: The View from the Sofa’ carried out for Thinkbox by COG Research was designed to help the advertising community understand the context of the developing trend of multi-screening (watching TV and simultaneously using an internet-connected device such as a laptop, smartphone or tablet).

The Screen Life research used a combination of research techniques and examined more than 700 hours of TV viewing gathered from filming the living rooms of 23 multi-screening households in the UK for a week.

This footage then underwent psycho-physiological analysis to examine actual programme and ad break engagement.

The MRG Awards are designed to reward the best work in media research over the preceding 24 months, and Neil Mortensen, research and planning director at Thinkbox, hailed the accolade as "wonderful recognition" of the pioneering study.

He added: "But the most important thing is that we’re already seeing our shareholders implementing our findings in their strategies and it has helped the industry to understand more about just how positive a development multi-screening is for TV advertisers."

Thinkbox shareholders are Channel 4, ITV, Sky Media, Turner Media Innovations and UKTV, who together represent over 90% of commercial TV advertising revenue, while RTL Group and Virgin Media are associate members.

Also at MRG Awards, MPG Media Contacts claimed the Best International Research Initiative prize for its study on attitudes and behaviours of consumers with tablet devices, and Kantar Media won the Best Research Innovation, for its VirtualMeter system for measuring video viewing across multiple platforms.

The Judges for the 2012 MRG Awards were:

  • Tim Elkington, research and strategy director, Internet Advertising Bureau UK
  • Richard Asquith, global CEO, Kantar Media Audiences
  • Mark Greenstreet, chief research officer, Aegis Media Global
  • Denise Turner, head of intelligence, MPG Media Contacts
  • Sarah Everitt, head of large agency and advertiser programmes, EMEA, Google
  • John Carroll, senior director, Ipsos MediaCT, MRG chair
  • Carlos Grande, editor, Warc
  • Amanda Wigginton, director of insight, IPC Media
  • Anthony Waithe, head of research – marketing, CBS Outdoor
  • John Fryers, insight director, Global Radio
  • Sue Gray, head of advertising research & development, Channel 4
  • Lynne Robinson, research director, IPA

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email