ITV wins for Excellence in Research Presentation at the Mediatel Research Awards 2016
The UK's media research community was celebrated last night (Thursday 11th February) at the second annual Media Research Awards.
ITV were nominated and scooped up the award for Excellence in Research Presentation for the 'Primal Screen' project - an in-depth study looking at the unique relationship between TV content and viewers that was launched as if it was a TV show.
The presentation category was very competitive with lots of excellent entries…However, 'Primal Screen' stood out because ITV publicised their research in a way that aligned beautifully with their brand values: big, bold and with plenty of celebrities.
Richard Shotton , Head of insight at ZenithOptimedia & Judge
Primal Screen used a multi-layered research approach, which demanded a multi-layered approach to how the findings were communicated. To paraphrase Richard Marks we needed to become more than chefs, drawing on data from a variety of sources, we needed to be ‘Celebrity Chefs’, utilising a number of communication channels to tell the story. Using our own framework for launching successful shows we devised a plan that would ensure that Primal Screen had maximum commercial impact for ITV.
Glenn Gowen , Head of Commercial Research