Michael Tull is Digital Cinema Media’s (DCM) Insight Director - responsible for developing DCM’s award-winning research programme to help media agencies and advertisers understand the role and effectiveness of cinema advertising. Michael’s remit is to create research that investigates topics affecting brands today and how cinema can play a role in helping them achieve key objectives. Michael has over 12 years of media research experience, having previously worked at entertainment consultancy Marketcast on pre-testing trailers and materials for film studios across global markets. Prior to this, Michael spent 4 years at Radiocentre where he was responsible for overseeing the Radiogauge effectiveness project. Michael was honoured as a member of The Media Leader’s Future 100 Club Class of 2023.