The paper describes the changes in the radio market and explores the implications for joint industry measurement in the future. The main issues that must be considered in setting out the scope of the measurement solution are outlined, and the main measurement methodologies are evaluated in the light of these. The authors believe that no single measurement technique is likely to present a complete solution and that therefore mixed research systems will be required. Consideration is given to the forms that mixed systems may take and the preparatory research that will be necessary before they can be designed.
This paper describes the testing and implementation of the new RAJAR audience research contract in the United Kingdom.
This paper identifies the different ways in which media developments lead to ever smaller audiences being examined within people meter systems. The consequent unreliability of much people meter data is assessed and strategies proposed for dealing with this. A greater use of aggregation in the use of audiences and trading practices is proposed. Alternative techniques are also considered. A key principle is that the measurement of a number of small audiences in aggregate can be as reliable as the measurement of a large audience. Not only does research have to change but also the use of research.
The paper reviews the work of a technical group designing a new specification for industry radio research. The group represents commercial broadcasters, public sector broadcasters, and advertisers and/or agencies. The paper discusses the limitations of current research and the impact of the changing nature of the radio broadcasting environment. Some methodological work is described and presents conclusions on the characteristics of a specification to meet various users requirements.
The paper reviews the concept of sampling error applied to various methods of sampling and television panels in particular.Approaches are described for calculating sampling errors in relation to: Programme/Commercial Break Ratings Commercial Impacts/Average Hours of Viewing Channel Reach Channel Share Schedule Reach and Frequency Changes Over Time An approach to the use of sampling error is suggested given that audience measurement figures have to be used in making decisions even when the results lie within statistical confidence limits. Panel analyses which can throw light on the contribution of sampling error are also discussed. An awareness of broad levels of sampling error are essential to users and should play a part in designing research and fixing sample sizes.
Radio listening varies widely in terms of context and therefore, in quality and importance to the respondent and in accessibility to memory. On top of the core listening associated with regular behaviour choice and high motivation is a great deal of casual listening initiated by other family members or out of home. Techniques vary in their ability to capture the latter. The other main dimension of variation is the representativeness of the sample obtained; those very readily available tend to listen more. Generally, diary techniques yield higher levels of listening than recall and where studies are well conducted it is the higher levels that correspond most closely to validation by coincidental surveys. The evidence reviewed here identifies factors affecting response and shows that both techniques are very sensitive to variations in procedure. Generally it is important to make the diary as simple as possible and the station choices relevant and brief. For recall the more effort that is made to reconstruct the day's events the more listening is likely to be recalled. In Germany a thorough reconstruction of daily routines captured more radio listening than diaries. Sampling must be designed to capture the busier respondent and a correct demographic profile. Local broadcasting conditions are likely to interact with some of these findings and 'harmonisation' may not be easy. Possible electronic developments such as a personal meter identifying signal source are awaited with interest.
This paper considers how media research should develop in the context of the changes affecting the major media. It describes the major influences and concerns which are having an impact on the mass consumer media and highlights the limitations of conventional research in addressing these. The paper suggests that it will be necessary for industry media research to move away from the existing monolithic systems towards more flexible methods. These should complement each other and should lend themselves to the development of a database which will provide key measures for all major media, on a common basis. The conclusion is that whilst an eventual single database source of media audiences may still be over a decade away, those concerned with media research should already be considering the development of services which will fit with this eventual requirement.
Peoplemeters are conventionally described as measuring minute by minute audiences viewing television transmissions. This raises issues of the meaning of viewing, the definition of a minute audience and what kind of audiences are to be measured. The paper addresses these issues and the extent to which total peoplemeter systems can measure audiences precisely and accurately, now and in the future, and supply the data which the market needs. This involves reviewing the operation of peoplemeter systems in terms of ability to monitor reception hardware - the respondent task and its accuracy analysis conventions and time units measuring audience reaction achieving representative samples data requirements by type of measurement, type of station and audience sub-groups. The current limitations of peoplemeter systems are assessed. The implications of future broadcasting developments are considered leading to conclusions on requirements for future research systems and the potential role for peoplemeters.
The paper discusses the way in which new media are likely to develop in the immediate future and considers the implications of these changes for audience measurement systems across the European market. Existing systems are largely designed for national or large regional channels. The new media will start by being minority channels and in the case of cable highly localised. This suggests that supplementary research will be needed which will have to be integrated with the existing systems. Some of the new media will also be international and advertisers will wish to compare and combine television audiences between countries. Much of this paper therefore considers potential sources of difference between different peoplemeter systems and between peoplemeters and other techniques. Various areas where standardisation might be feasible and should be attempted are suggested. The papier concludes that the biggest sources of difference are likely to acme from the ability of panels to be representative of the population which together with technique differences could have major effects on the comparability of data. The paper concludes with a list of priorities for international advertisers to work towards, for comparable European research standards.
This paper describes a programme of research used to develop a campaign against heroin abuse in the UK and to evaluate its effects among young people and parents. The effects of the campaign in interaction with surrounding publicity and resultant family debates are discussed in some detail and an explanation given of how its success among young people was inferred from the complex set of findings. The effects among parents were less satisfactory. The way in which the research was used by government in decision making and in public debate and controversy are also described. The value of accessibility of data to the public is discussed. The main conclusions are that survey research methods can be applied to 'difficult' topics, that they can provide for public accountability in relation to public service campaigns and thereby support the extension of mass communication techniques into new areas. They also provide feedback on the government policies which is a valuable addition to the democratic process, if full public accessibility is assured. The importance of evaluating advertising effects taking account of the whole background of media coverage and communications is emphasised.
This chapter concentrates upon research to measure television audiences in relation to the use of television as an advertising medium. The general principles of audience research discussed here also apply to the measurement of programme audiences and television in its public service role. The choice of research methods is affected by the way in which advertising is presented in the medium and the way in which advertising time is bought and sold.
This paper reviews new developments in the electronic media and to a lesser extent the print media and considers the new media areas which are emerging. The implications of these developments and new technology for future media research methodology and systems are discussed.