BBC wins marketing research award in the UK

MUMBAI: BBC Audience and Consumer Research has won the media award at the Marketing magazine Research Awards 2004 in the UK.



The Daily Life study was singled out by the panel of industry experts who were particularly impressed with the innovation of the research and the way it had been used to inform a range of decisions right across the BBC.

Fieldwork on The daily Life study began a couple of years ago. It ran for a year and encompassed 6000 respondents.

This research helped the BBC gain a greater understanding of when and how media is a primary and secondary activity, how this varies during the day, how the BBC's various delivery platforms co-exist and how licence fee payers switch between them.

The research agency partnering the BBC was TNS.

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