This paper provides some of the guiding principles towards defining a genuinely agreed currency that will allow the Internet to be recognised and used as a medium among other media, primarily by those mainstream advertisers who do not sell or distribute their products online. The online advertising industry is in dire need to see them embrace the Internet now as opposed to later (or never). For this reason, the authors' recommendations are pragmatic as opposed to idealistic; solutions will focus on a combined use of the panel and server based techniques presently in place. But at the same time, they haven't omitted to reflect on the concept of an Internet currency, according to the needs of the industry. All media have needed this first step of establishing a set of measurement conventions. This currency must be: consistent with those from the other mass media; harmonised throughout different countries; and efficient for media planning and buying purposes.
During 2001, CESP conducted an audit of the three Internet audience panels currently serving the French market, focusing as much on their enumeration surveys as on the panels themselves. This paper presents the various stages of the audits and the methodological issues involved in each phase as well as highlights certain elements often underestimated and yet with an influence of great importance on the quality of results. The current situation of the rival operators is presented, as well as the prospects for their new service offerings, as far as it is possible to know this given the highly uncertain current environment and giving equal attention to the French and international markets.
This paper goes beyond the traditional radio audience surveys in that it proposes a methodology that allows both a quantitative and qualitative analysis of radio audience. This approach builds on the "Media Time" surveys that we have conducted since 1993. We analyse radio listening consumption by integrating five factors: - parallel activities, - places of listening, - time of listening, - lenght of time, - quantity of advertising received while listening. As additional information, each individual's exposure to other media is also given - print, television, outdoor advertising. The newness and value of our approach is manifold: - classic radio surveys generally only cover lenght and time of listening, - multi-media complementarity, i.e. the study of exposure to additiormal media, is usually limited to television. To illustrate our qualitative approach to radio audiences, the report will be divided into five parts: - a brief theoretical note on TMPR's "Media-Time" approach, - an overview on the reality of radio listening, - a look at the diversity of listenership behaviour for various radio-station types, - how different target audiences listen to radio, - examples of multi-media complementarity
This paper presents a new approach to media strategy, based on the use of the "Temps Media" studies carried out by TMPR 1 on the basis of the CESP Time- Budget Multimedia Study. The guiding principle of our approach is that of basing the media strategy on the reality of individual media behavior patterns.Beyond generalizing approaches, classical approaches based on the role of the media and their audience, media- market approaches, approaches by socio-demographic targets or life-stvles. it is the individual consumer of media, the reader, the listener, theviewer. who is the heart to the means of choice of media strategies. Starting from the observation of a simple fact the heterogeneousness of media behavior of marketing target groups - TMPR has designed and set up a tool to assist in preparing media strategies, SOMETIME, which takes into account simultaneously the media frequentation of individuals, their activities, the corresponding moments and places. SOMETIME is an operational tool, intended for very concrete help to the media strategists of our partner agencies in their search for optimal strategies. SOMETIME is not a pure research tool, even if it does offer numerous facilities for better understanding of the Time-Budget study in all its wealth and complexity. Nor is SOMETIME a multi-media media planning tool: in accordance with the charter for use of the Time-Budget study, it does not deal with isolated media, but with statistically valid clusters of media. 1 Readership Research Symposium 1993 San Francisco, presentation by Dina Raimondi and Franfoise Dupont. The first part of this paper rapidly describes the Time-Budget Study, and the new lessons it has provided. It recalls the major structuring of this data carried out by TMPR: classifying vehicles, structuring individuals into consistent media behavior types, thanks to an exclusive typology, and structuring moments of media frequentation according to the daily rhythm proper to each type. As concerns advertising strategy, we owed it to ourselves to go beyond the frequentation of media to manage to grasp the concept of exposure to advertising. We thus henceforth work both on the time of exposure to media and on the "potentially effective advertising time". The second part of the report goes into the detail of our approach. It introduces the new concepts that we have, in close collaboration with our computer expert imagined and set up. It brings its contribution to the search for pertinent media strategies. The description of the various stages adopted for drawing up a media strategy will be illustrated by a concrete example.