BMRB chosen for government sport, leisure and culture survey

LONDON - Millward Brown-owned BMRB has been awarded the government's Department of Culture, Media & Sport contract to measure participation in sport, leisure and cultural activities.

The Taking Part survey will measure 27,000 adults plus 1,500 black and minority ethnic groups levels of participation and attendance in sport, leisure and cultural activities in the UK.

The continuous survey will also be used to collect data about factors that help or hinder participation and the results will be used by the DCMS to improve quality of life through culture and sport.

It marks the first time the DCMS has conducted a survey of this size and scale across all its sectors.

BMRB said that the new survey will provide a comprehensive national picture, enabling policy makers to understand where development initiatives and marketing activities should be targeted.

The survey was commissioned by DCMS in association with partner organisations Sports England, the Arts Council and the Museums, Libraries & Archives Council.

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