WHAT WE DO

Evaluation & Impact Research.

We work on two distinct types of media impact projects: evaluation and research. Program evaluation provides information about your audiences -- demographics, where your media was encountered, what actions audience members took after engaging with it, and if their behaviors changed. Social science research on that same media can help understand why the work had this impact -- what precisely sparked the response, spurred the action, or shifted behaviors? ​Read this MIP blog post to learn more about the differences between Evaluations and Research. ​​

Encouraging Change Through Media.

All media is influential. The media we consume -- through TV, films, news, radio, music, games and online -- are the currency of our culture. If you are interested in using the power of entertainment to encourage change, a first step is a Cultural Audit. Cultural auditing provides deep understanding of your audiences by analyzing their media choices. This research method can reveal undetected niche groups within your audience and discover ways to help truly inspire the people who care about your issues.  The Media Impact Project is a leader in providing Cultural Audits and helping media understand audiences. Click here to learn more about culture change strategies and Cultural Audits.

Entertainment Effects.

We contribute to the greater body of research on media effects. Our position within the USC Annenberg School for Communication and Journalism provides us with the resources of a leading university situated in the heart of the entertainment industry, making us uniquely qualified to conduct cutting-edge research in the field. ​

Results.  ​

MIP has developed a track record for supporting news and media organizations in evaluating the impact of their efforts and contributing new research methods such as Propensity Score Matching to understand media impact on audiences. Our research has advanced the field of media impact measurement. Through our series of media metrics handbooks, workshops, and public speaking engagements, as well as our consultations with media makers and organizations across the spectrum, we have shared knowledge and helped establish ourselves as trusted experts and conveners in the field. ​

MIP Data Repository

Media organizations face special challenges when they try to measure their audiences. Best practices in e-commerce analytics and standard analytical tools such as Google Analytics are often generalized and simplified to work across dissimilar industries, or specialized for industries other than media. The media industry needs a foundation of measurement and analysis derived from e-commerce best practices that is based on media-centric impact and sustainability objectives. The Media Impact Project Data Repository brings together data across media products to enable assessments of impact and deep analysis that are not feasible with typical data silos.

Read more here. 
Related:
The Norman Lear Center's Media Impact Project researches how entertainment and news influence our thoughts, attitudes, beliefs, knowledge and actions. We work with researchers, the film and TV industry, nonprofits, and news organizations, and share our research with the public. We are part of the University of Southern California's Annenberg School for Communication and Journalism.