Media research has a critical role to play as the currency of a major industry. When media organisations hold-up research as the measurement of the audience that they deliver, marketers, advertisers and advertising agencies must be confident that they can trade and do business based on numbers that are widely accepted in the marketplace. It is essential that the suppliers of audience surveys, be they amongst TV viewers, radio listeners or readership studies for magazines or newspapers, understand the complexities of the market. They need to understand the demographic and geographic market segments, and have a tacit understanding of all the different media and their distribution processes.

At McNair Ingenuity Research, we use the world standard Belden technique to measure recent readership and frequency of readership so that media planners can model reach and frequency for advertising campaigns. Our experience with all media means that we can create multi-media planning systems, including newspapers, magazines, TV, radio and even the Internet.

The team at McNair Ingenuity Research have enormous experience in media research in Australia, from TV viewing diaries through radio listening diaries to readership surveys. We have provided media research to every major publisher in Australia, both for strategic and editorial purposes, as well as support for advertising sales.