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Research papers

Progress towards media mix accountability

PPM commercial audience estimates offer insight about consumers' avoidance of tv commercials. Total commercial avoidance, an average 7%, is composed of nearly six- tenths channel switching and four-tenths due to other 'interruptions'. Program content...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media
Authors: Roberta M. McConochie, Leslie Wood, Beth Uyenco, Chris Heider
Companies: Nielsen, OMD Group
June 23, 2005

Research papers

The multi-media blitz

In times of media audience fragmentation and astronomical costs involved with launches of new TV shows, this paper focuses on providing broad, actionable directions towards audience creation for new TV shows through the usage of optimal multimedia...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media and TV
Authors: Atul Phadnis, Amogh Dusad
Company: TAM Media Research
June 23, 2005

Research papers

The missing link

In January 2005 the Dutch Advertisers Association (BVA) presented the results of an observational study on viewing behaviour during commercial breaks. Results from filming 100 households watching TV showed only 20% of commercial airtime is watched...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media
Authors: John H. Faasse, Nicole Engels, Marjolein Moorman, Lex van Meurs
Company: GfK
June 23, 2005

Research papers

DVR impact is not 30-second shattering

ABC Television and ESPN conducted research to understand the impact of DVR technology on TV viewing behavior. The research suggests that interest in DVR is mainly driven by the importance of TV rather than by age or technology savvy, although...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media
Authors: Rachel Mueller-Lust, Artie Bulgrin
June 23, 2005

Research papers

Dealing with commercial avoidance

The paper explores zapping in a developing economy with moderate cable penetration (30%), determining its extent and nature. The final objective is to assess the role played by the characteristics of the commercial, i.e. novelty or humor, vs. the...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media and TV
Authors: Patricio Moyano, Rodrigo Berrios
Company: IBOPE Inteligencia
June 23, 2005

Research papers

Estimation method for media audience duplication

This paper describes a method for evaluating multimedia campaigns which consolidates the frequency distributions from the individual schedules of different media into a single distribution.This model is based on the fact that in the short term,...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media
Authors: Elias Selman Carranza, Orlando Muñoz Balmaceda, Patricio Moyano Galdames
Company: IBOPE Inteligencia
June 22, 2005

Research papers

Implementing a media consumption model

A theoretical media consumption rather than a media distribution model was proposed at the ESOMAR 2004 WAM conference to provide understanding of how media advertising 'works' in the 21st century.This paper reports on how the model was populated with...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media
Authors: Don E. Schultz, Joseph J. Pilotta, Martin P. Block
June 22, 2005

Research papers

Time as the unifying metric

The paper argues that time budget studies offer a way forward for audience measurement in the digital era, helping us look across media and playing an essential dual role in media research, namely: providing a catalyst for fusion between single media...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media
Author: Richard Marks
Company: KANTAR TNS Malaysia
June 22, 2005

Research papers

SBS metropolitan youth study

SBS Broadcasting conducted a comprehensive youth survey in spring 2005. The survey monitored the lifestyle and media behaviour of urban Europeans living in four countries. It consists of the measurement of TV viewing, radio listening, newspaper and...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media
Authors: Matthias Steinmann, Knut Hackbarth, Peter Behrends
June 22, 2005