Tuesday’s ceremony saw Newsworks take home two Mediatel Media Research Awards: Trade Body of the Year and Best Use of Data Sets for ‘Planning for Profit‘.
Commenting on the Trade Body of the Year win, judge and former IPA research director Lynne Robinson said: “This year’s stellar body of work from Newsworks comprises eight studies, many done in collaboration with industry partners, providing new insights into current key issues such as trust, context and effectiveness across all news platforms and, most significantly, evaluating the relative profitability of advertising in newsbrands.”
2018’s research explores subjects such as profit, context and influence with studies including ‘Planning for Profit‘ conducted with Benchmarketing, ‘The value of quality‘ with GroupM, ‘Attention = sales‘ with Lumen and British Gas and ‘Context matters‘ with the AOP and Neuro-Insight.
‘Planning for Profit’ won the award for Best Use of Data Sets with Adele Gritten, judge and UK managing director of Future Thinking, describing it as “a succinct, pithy, high-impact entry that really shed new commercial rigour on the longitudinal impact of both print and digital newsbrands”.
The study – which found that brands are missing out on £3 billion in potential profit by underinvesting in newsbrands – used a unique approach to measurement in order to achieve wider market coverage than ever before. By using ‘super categories’, as well as five individual sector categories, the results of the research are relevant to the vast majority of UK advertisers. Find out more about the work here.
Other winners include Wavemaker, who picked upMedia Agency of the Year and Best Custom Media Research Project – Agency, and Thinkbox, who took home the Grand Prix and Best Custom Media Research Project – Trade Body.