In recent years there has been a steady move towards an integrated and interdependent European market - and the media available to advertisers across Europe have become more similar country by country. There is still however limited access available to Europe wide media information, despite the fact that many of the main industry media databases available within individual countries are similar in content and design, although confined to national data. The writers discuss the advantages to advertisers, agencies and media owners of there being local access from each and every European country to these databases at a fair price. In this way country by country comparisons and media evaluations could be made by advertisers and media owners based anywhere in Europe.
This paper will report on findings from an experimental study, commissioned by the Independent Television Commission (ITC), which explored a number of techniques for assessing audience satisfaction with television in terms of the perceived quality and enjoyment of programmes watched. The study formed part of an ongoing programme of research to design a cost effective measure of audience satisfaction. The paper also examines relationships among four different diary measures of audience reaction (quality, enjoyment, memorability of programme seen and amount of programmes watched), between the aggregated programme genre measures derived from the diary and global programme genre measures derived from the questionnaires, variations among viewers in their atomic and global qualitative ratings and relationships between audience reaction indices and viewing behaviour. The paper will report on the detailed programmes findings in terms of how quality and enjoyment perceptions in the UK vary by programme genre, and by actual programme within programme genre. These findings will also be related to respondent type defined in both demographic and psychographic terms. Finally, relationships between audience reaction indices and aspects of viewing behaviour will be explored, in particular audience size and programme choice.
Adshel Superlite is a new medium from More O'Ferrall. It was launched as recently as 1987 in the UK and enjoyed immediate success. The medium is 1.8m x 1.2m back illuminated panels on bus shelters. There are now more than 19000 across the country - and the numbers are still growing. Adshel Superlites are normally sold in pre-set campaigns, the most usual being 2500 panels for a period of two or four weeks. Regional and upweighted campaigns are also available. The strengths of the medium are: a) Its visual impact (magazine reproduction standards with backlighting and 24 times bigger than a magazine page). b) Its audience size and the profile of that audience. c ) The unique distribution of its panels in virtually every roajor town and city in the UK. From the start More O'Ferrall was aware of the need to demonstrate this to advertisers and agencies by the continuous use of research. This paper describes the contribution made to the growth of Adshel Superlite by both industry based and specially commissioned research. Adshel Superlite represents the new face of outdoor advertising in the UK. It is a new outdoor medium; it is bright and innovative; it is sold in campaigns that are easy to buy and that take good commercial sense to advertisers; and it knows precisely the audience it reaches and its impact on that audience.
This paper presents an account of a major research study conducted at the end of 1987 on behalf of Capital Radio pic. Capital Radio is a major independent radio station broadcasting in London and its immediate environs. This study was designed with the aim of quantifying the differences between radio and television in terms of the immediate impact of commercials broadcast. Thus the specific brief was to produce comparative measures of the recall of advertising on Capital Radio and the major commercial TV Stations operating in the London area. The paper covers the background to the study, an account of the data collection and analysis procedures used, and a summary of the results. It aims to take the discussion of the potential of the two media beyond presence, and into the realm of the effectiveness of their power to communicate with their audience.
The paper is in four sections. It looks first at the television changes occurring and makes some predictions for the nineties. Then the existing tools for television audience measurement and appreciation are reviewed. In the third section the likely future research needs of advertisers, broadcasters and subscription channels are assessed. Finally the author's priorities for technique development are listed - and a picture is drawn of "how television research should look in the nineties". The author believes that the major new breakthroughs must be in passive sensing; in the development of portable, easy to instal meters; in collecting single source data and in evaluating panel control systems. All in all the new electronic and computing technologies offer major opportunities to provide the research data that the future television industry will need.
In this paper we describe in detail the Australian panels which source the AGB BrandScan consumer purchasing information service. In describing these panels we give a flavour to the way in which the shape and nature of the BrandScan panels were determined. In later sections we will address some particular issues in methodology which have a bearing on our fundamental thesis that all data capture instruments should in their design be acutely sensitive to the total impact, both perceived and real, on the selected respondent. In a panel context the use of the 'new technology', carefully specified and implemented, should not only increase the level of accuracy in reporting but also give rise to higher co-operation levels than those obtained on panels using traditional diary techniques. From here it is a relatively short step to argue that a panel with a low data capture burden associated with its normal task can be used to provide high quality information on - say - TV viewing, albeit for restricted periods of time, particularly if appropriate technology is used.
This paper describes how AGB Cable & Viewdata have applied a high tech data capture vehicle (Videotex) to media research. Panels are already established using Videotex terminals to allow respondents, on-line to a computer, to complete diaries or to be taken through questionnaires.
This paper predicts the fast growth of in-home data collection via the television screen during the next decade. It describes the current establishment of "screen" panels for on-air polling, ad testing and medical research; and future developments for media audience research that are taking place.
This paper outlines the development of the Medilink project from its inception to preparations for the full Medilink panel.
This paper begins by discussing the changing media scene in Britain, with particular reference to the emerging need for fast reported, accurate data on daily or weekly media audiences. In the past this has been available only for the television medium but the increasing dynamism of the press (for example its use of promotional tools like bingo, the increasing number of new publications and the problem of circulation shortfalls resulting from industrial disputes) now demands similar short term data for the press. The need is for immediacy in research rather than the provision of historical data. The telephone can now offer this facility. Penetration in Britain is 80%, and the evidence is that data gathered by phone at least matches in accuracy that collected by personal interview. The paper reports evidence for this view and highlights the speed with which telephone audience research data can be made available. The application of the telephone to monitoring advertising effectiveness is then discussed and a Post Office case history reported. Finally the future scope and potential of Videotex for media research is described.
This paper highlights the lack of attention that has been given to the interviewing process for the past two decades; and describes the kind of problems that arise continually under current interviewing procedures. The results of a survey of interviewers are given; and the negative implications of these findings for most market research surveys are discussed. The extent to which direct access telephone panels can remedy these short comings is then explained. The implications of future technologies for data capture are examined.
The objective of this paper is to investigate what can be learnt about comparative politics from an examination of public opinion poll data across country. The two countries selected are Germany and Britain: and the data compared is mainly taken from political polls conducted by Marplan in both countries between April and June 1979.