National Research Group

Dominant specialist in entertainment industry research, widely regarded as the gold standard for pre-release film tracking and audience insights among major Hollywood studios and streaming platforms.

National Research Group (NRG) is a premier market research and analytics firm focused on the entertainment industry, with deep expertise in film tracking, audience measurement, and content strategy. Founded decades ago and long considered the gold standard for pre-release movie tracking, NRG provides studios, streamers, and content creators with the data and insights needed to make informed decisions about marketing, distribution, and content development. Their methodologies have historically shaped how Hollywood gauges audience awareness and interest before a film's theatrical release. NRG was acquired by Stagwell Inc. from Nielsen in 2017, becoming part of Stagwell's growing portfolio of data-driven marketing and research companies. Under Stagwell's ownership, NRG has expanded its capabilities beyond traditional movie tracking to encompass streaming content performance, brand strategy for entertainment properties, cultural trend analysis, and global audience research. The firm operates out of Los Angeles and London, reflecting its dual focus on the American and international entertainment markets. In the broader AdTech and media ecosystem, NRG occupies a specialized niche as a trusted research partner for major studios (Disney, Warner Bros., Universal, Netflix, Amazon, Apple TV+) and talent agencies. Their work informs not just marketing spend and campaign strategy but also greenlight decisions, casting considerations, and release timing. NRG competes with firms like Screen Engine/ASI and Quorum but maintains a strong reputation built over decades of proprietary tracking methodology and industry relationships.