Quantitative Audience Research

For this assignment, I have been asked in the brief to choose either a film or game trailer to
review. I have decided to choose a game trailer to look at as I know a lot more about games
therefore it should be easier for me to review and get more information out of. I have chosen
to analyse two different trailers for the same game. The game I have chosen is Bioshock
Infinite as I feel there are many different aspects to talk about within this game. Below are
the two links for each trailer.

Trailer 1: https://www.youtube.com/watch?v=31-NAkq8YEY&t=1s

Trailer 2: https://www.youtube.com/watch?v=bLHW78X1XeE

Quantitative research is research that is carried out to find out numerical data about
things. For example, finding out how many people watched a certain TV show at a certain
time or how many of the same CD was sold in a week. Below are some examples of methods
of quantitative research.

BARB
This is where research is
taken to see how many people
watched a certain programme
on their TV at a certain time
e.g. how The Walking Dead
Season 4 premiered with over
16.1 viewers. There is a
company called BARB
(Broadcasters Audience
Research Board) that specifies in UK programme ratings, Since 1981, BARB have been
delivering the official viewing figures for UK television audiences. They commission
research companies Ipsos MORI, Kantar Media and RSMB to collect data that represent
the viewing behaviour of the UKs 26 million TV households.
BARB viewing data offer clients, such as broadcasters and advertisers, a minute by minute
breakdown of viewing at regional and national levels. This information is vital for assessing
how programmes, channels or advertising campaigns have performed and provides the
basis for airtime advertising trading. When looking at my game trailer this research would
not apply as it not a TV show, I could possibly use this to see when and what channel the
company could play the game trailer on.

Readership Circulation Figures

Readership circulation figures are
an estimate of how many people
read a certain publication e.g. how
the Fifty Shades of Grey Trilogy
has sold over 100 million copies
since its release. The NRS or
National Readership Survey is a
website that finds audience research
by surveying the public on over 250 magazines. The National Readership Survey was
established in 1956 and today provides the most authoritative and valued audience
research in use for print and digital advertising trading in Britain.

The survey covers over 250 of Britains major newsbrands and magazines, showing the size
and nature of the audiences they achieve. When researching into the game trailer this
company wouldnt be used as it is mainly based around print media.

Box Office Figures

Box Office figures are the research of how much money is made by a film. It is counted on
release and then the daily domestic gross and it is usually measured in USD, for example
how Avatar has earned $760,507,625 since its release date on Dec 8th 2009. Boxoffice.com
is a website that shows people how much money films are making of their sales from their
release dates. Below I have placed a screenshot and link to boxoffice.com. The BFI was
founded in 1933. We are a charity governed by a Royal Charter. We combine cultural,
creative and industrial roles, bringing together the BFI National Archive and BFI Reuben
Library, film distribution, exhibition and
education at BFI Southbank and BFI
IMAX, publishing and festivals.

We award Lottery funding to film

production, distribution, education,
audience development and market
intelligence and research. I could use this
research technique by looking at what
genre/film the game trailer could be played
before.

DVD Sales Figures

DVD sales basically describes itself, they
are how many of a certain DVD have been
sold e.g. the fact that San Andreas has
sold 481,091 copies in the last week alone.
The Numbers is website that provides
different DVD sales figures. I probably
couldnt use this website to research into
my games trailer as it is for DVDs.

RAJAR
RAJAR stands for Radio Joint Audience
Research and is the official body in charge of
measuring radio audiences in the UK. It is
jointly owned by the BBC and the
Radiocentre on behalf of the commercial
sector.

RAJAR is responsible for setting the

research specification, the awarding of the
research contracts to third party suppliers
and the overall quality control , management and delivery of the service. The day to day
operations are overseen by the Chief Executive and Research Director.

I wouldnt use RAJAR in my research as it has nothing to do with game trailers.

ABC
ABC (Audit Bureau of Circulation), the industry body for media measurement.

They inspire market confidence by delivering a valued stamp of trust across the media
world. Our data is used by a wide range of decision makers:

Media owners
Media agencies
Advertisers
Rights owners
Investors
Management

ABCs industry Stamp of Trust underpins the

way advertising is traded across the converging
media landscape in the UK and beyond. When
you see the ABC logo you know that you are looking at claims you can trust.

They have two roles:

ABC bring the industry together to agree measurement and process Reporting
Standards that define what counts and determine best practice. Reporting
Standards are constantly evolving to keep pace with industry developments.
They offer independent audit and compliance services, delivering certification which
verifies that data and processes meet industry Reporting Standards.