MRG Conference 2025
MRG 2025 International Conference & Awards
Conference Report – Utrecht, The Netherlands
And that’s a wrap!
The 2025 MRG International Conference & Awards has drawn to a close — and it’s fair to say it delivered on every front: educational, inspiring, and yes… full of fun too.
Despite a few classic travel dramas — missed flights, lost bags and even a train signalling fault — nearly 150 delegates successfully navigated their way to Utrecht for a prompt 2pm start. The conference opened with a warm and heartfelt tribute to the late Denise Turner, whose contribution to the MRG community remains significant and lasting. Co-Chair Jemma Ralton then officially welcomed everyone before we settled in for three days of world-class research, conversation and celebration.
Day One — Navigating Change
The theme of this year’s conference was Navigation, and our presenters wasted no time steering us in fresh and surprising directions. Ofcom opened the content with insights from an incredible 20-year qualitative study, charting how the public has adapted to an evolving media environment.
Next, we welcomed voices from our host country with BBC Studios offering a sharp view on content behaviour and change. Barb then shared what’s next in TV measurement, followed by Global Media & Entertainment, who highlighted the crossover of gaming and audio. BVA BDRC closed the first session by revealing how the delay of major life milestones is reshaping media consumption.
After refuelling, Pamco opened the afternoon block, followed by The Walt Disney Company and their work on Generation Stream, diving into the habits of diverse new viewing audiences. Mail Metro Media took us back to 2016 with behavioural tracking findings, and BBC posed the provocative question: “Will video kill the audio star?” To close the day, Savanta explored the complex and surprisingly emotional relationship we have with our phones.
Day Two — Spotlight on Youth & Innovation
Day Two began with a confidence boost courtesy of keynote speaker Nicole Greenfield-Smith, founder of The Confidence Craft. Her five-step framework for developing internal talent set a motivating tone for the day ahead.
The first morning session centred on youth. National Research Group showed that children still prefer face-to-face communication over screens. Channel 4 revealed how Gen Z are reshaping news discovery. Wavemaker demonstrated young adults’ growing desire for real-world experiences. Finally, Space Doctors united the story with a cultural segmentation of today’s young adults. Each piece painted another stroke in the portrait of the next generation.
Measurement, Innovation & AI
After coffee, Route introduced the new way of measuring posters — complete with a Back to the Future moment. Origin followed with the latest on cross-media measurement, before we entered the realm of AI. OMD showcased how artificial intelligence is unlocking new applications in planning and personalisation, followed by our only panel session of the conference featuring Talon, Google, Colourtext, Voxpopme and the IPA, offering wide-ranging perspectives on how AI will continue to reshape the media ecosystem.
Out-of-Home, Attention & Optimism
Following lunch, Talon and OnDevice explored evolving approaches to OOH measurement. ITV and Lumen then spotlighted the growing importance of attention in campaign effectiveness. DVJ Insights shared how AI is opening up new avenues for creativity, while Brand Metrics demonstrated the predictive power of historic data. RSMB closed the block in memorable style — linking data fusion to dating apps.
After a short break, Snap and Ipsos delivered an international study into engagement with women’s sport and how cultural differences shape that connection. the7stars then turned our focus to “pester power,” revealing just how influential children believe they are in household decision-making. JCDecaux and Mindshare explored the emotional role of local pride before the BBC World Service demonstrated the unique global reach and cultural value of the BBC.
As the day drew to a close, PHD brought optimism to the stage with findings that included one particularly memorable participant who was more optimistic about getting a new dog than their upcoming wedding. First-time presenters Movember and The Good Side took us into the “Manosphere” and its implications for mental health. The BBC then returned alongside TikTok to examine whether TikTok represents a threat or an opportunity for the broadcaster.
Day Three — Creativity, Sustainability & A Strong Finish
Friday opened with keynote speaker Charlie Vero-Martin from Jolity Coaching, whose improv-inspired confidence training brought plenty of energy to the final morning.
Bloomberg and Differentology began the day’s research content by highlighting sustainable approaches to research delivery that could reduce carbon emissions by up to 90%. Sky then shared their vision for Project Norman. Former MRG Chair Stef Hrycyszyn was next to the stage representing JICMAIL — joined by a cuddly goat that immediately won over the audience.
The fashion bar was raised by the final morning presenters as TI Media and Ipsos brought a Wicked-themed take to their work, followed by TikTok and Kantar who presented via scroll against the backdrop of a sparkling yacht.
Meaningful Media & Memorable Conclusions
In the final session of the conference, JCDecaux examined potential biases in online survey samples in Out of Home, Out of Mind. WPP, Azerion and Differentology discussed how brands can form deeper and more meaningful connections through meaningful media. TRP Research then brought interactivity to the stage with live audience voting to demonstrate shifting responses in real time.
To close the programme, Thinkbox highlighted how the effects of TV advertising persist long after the first exposure. RAJAR presented a decade of change in the audio landscape. And finally the IPA took us into the world of Christmas — leaving many of us laughing, and perhaps slightly anxious, about what lies ahead each festive season.
Celebrating Excellence
As always, the conference culminated in the annual MRG Awards Gala Dinner, honouring the very best of the past two years. Huge congratulations to all of our outstanding nominees and winners who continue to push our industry forward.
Conclusion
Three days of exceptional content.
Dozens of groundbreaking studies.
Hundreds of brilliant conversations.
Media Research is thriving.
Thank you to every sponsor, speaker, volunteer and delegate — and to Utrecht for hosting such a warm and inspiring event.