The UK's annual research into cinema andits audiences, CAVIAR (Cinema and Video Audience Research) is being revamped bythe CAA for its 24th study.

The studyis being rebranded as FAME (Film Audience Measurement and Evaluation) and will providein-depth insight into film viewing across cinema, DVD, online and new emerging formats. FAME will move to a full online surveyand the first findings will be made available from January 2007.

The newresearch contract will move from BMRB to TNS, the research supplier of the Touchpointsstudy.

"Advertisersare showing real confidence in cinema advertising, with the latest CAA figures citing revenues upsignificantly year-on-year," said Mike Hope-Milne, sales director from Pearl& Dean. "More refined analysis on cinemagoing and film viewing trends willbuild on this growth by helping agencies and advertisers realise the best valuefor their cinema advertising spend. The new methodology and expansion of theareas covered will increase the understanding of the marketplace audience."