R.O.A.R. was started in Autumn 1995, with the guiding principle to create the most respected youth project in UK media and marketing.

It is run as a joint venture between Channel 4 and media agency OMD UK who have strong interests in the 15-24 year old market.

The continuous research not only provides an overview of the youth marketplace, but also aims to identify trends as they emerge, and track them over time.

"ROAR is widely regarded as having achieved the credibility of an industry currency" - MediaWeek 22^nd August 1997

Winner of Best Research Project - 1998 MediaWeek Awards