The CAA, the trade association of cinema advertising contractors, has commissioned TNS to carry out the Film Audience Measurement and Evaluation, dubbed Fame, an online survey into film viewing across cinema, DVD and online.
The new study replaces the CAA's previous annual study Cinema and Video Industry Audience Research, known as Caviar, which was conducted by BMRB and used by media agencies, film distributors and bodies as the industry currency.
The first Fame will be available in January 2007 and will include new features such as how people decide to see films and information about viewers' lifestyles.
Mike Hope-Milne, sales director at Pearl & Dean, said: "Advertisers are showing real confidence in cinema advertising, with the latest CAA figures citing revenues up significantly year-on-year. More refined analysis of cinema going and film-viewing trends will build on this growth by helping agencies and advertisers realise the best value from their cinema advertising spend."
Fame will run alongside the existing Film Monitor survey, a quarterly review of cinema going.
The CAA represents cinema advertising contractors Carlton Screen Advertising and Pearl & Dean and advises on industry issues such as research, regulation and production.
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