Media have personalities too

Kathryn Saxon

In this article, Mediaedge:cia Medialab’s Kathryn Saxon on MediaZ, MEC MediaLab’s latest research project to help understand the consumer relationship with media properties.

Media have personalities too

Kathryn SaxonMedialab

Ever wondered which media property is seen as the most trustworthy or inspiring? Or which invokes most conversations? Or how about which media consumers are loyal to?

MediaZ, MEC MediaLab's latest research project, has been developed to help understand the consumer relationship with media properties. Conducted with Millward Brown, it covers 183 media properties and identifies media favourites, media personalities, media influence, advocacy and talkability; 4,000 respondents were asked about media properties including TV channels and programmes, media platforms (e.g. Sky+), websites, newspapers, magazines, outdoor formats and radio stations.

The research complements existing...

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