This paper examines advertiser and agency perspectives on single source data. The authors present a method of evaluating different single source systems based on the informational need for which each service was designed to address. The "focal point" of each system impacts its design and therefore the quality of each data element reported. While both parties share many of the same informational needs (i.e., targeting, media selection), it is likely that the "focal point" of their primary systems would differ. Mr. Godbeer points out that his primary interest as an advertiser is accountability'âthe ability to quantify the sales impact of advertising, consumer and trade promotion. Mr. Philport maintains that the quality of media measurement in single source systems varies by the system's primary purpose. Advertising agencies are most interested in systems with high quality media measurement. Therefore, Young & Rubicam has launched an extensive investigation into the quality and utility of one such media-focused single source system; ScanAmerica. Conclusions from this stage of Y&R's investigation reveal that it is possible to achieve accurate media measurement within a single source panel, and that single source data provide a reliable and different perspective of the value of television vehicles when compared with demographic targets Mr. Godbeer, working with a different set of informational priorities, mentions that it is unlikely that advertisers will support a purely media-focused single source service and that media data, while necessary, will be added-value. He also notes that an ideal single source system would not merely report television viewing behavior, but exposure to all media. Both authors conclude that communication between all interested parties is necessary so that new products are developed to meet the needs of advertisers, agencies and the media
Concern regarding the effects of violence on television, especially on children, is one of the most important areas researched by academics. In contrast, relatively little attention has been given to this problem by commercial researchers. In addition to the theoretical background, the practical situation in South Africa and how the SABC approach the problem is discussed. The results of five extensive studies on the effects of television violence in South Africa are discussed. Comparisons between black and white children's reactions to violence on television are also dealt with. Some of the results indicate slightly negative effects of television violence on children; children's surprising robustness in watching scenes from rented videos; particular scenes that cause anxiety and the positive role of social interaction in relationships between children and television. Specific recommendations for broadcasters are made.
This is a report on how people use television during prime time, based upon results from a study completed in March and April, 1992. A random sample of adults and teens in U.S. households were interviewed about how and why they use television, their typical and "last time" viewing behavior, and their definition of watching. The study was designed to understand how to measure the TV audience -- how to define it operationally and develop instructions for those whose usage is measured.
The map of Europe is deceptively simple as far as TV measurement is concerned. The same technique (a panel equipped with electronic set and people meters) is used in every country, or will be by the end of the year, and only 2 companies, AGB and GFK, control these panels in every country except France, Finland and Sweden. In practice, the meaning of a TV rating is different in every single country (and sometimes within countries), and key measures, such as viewing minutes, channel share and even audience demographics cannot be compared between countries because of the different ways in which they are calculated. This paper describes how this situation has developed, and why it is now likely to change. It details the main data needs of advertising agencies and advertisers from TV audience research, and then specifies those elements which currently have most effect on the differences between these measures in different European countries.
This paper is in two sections. First we will give an account of audience measurement research commissioned by the BBC World Service in many different countries around the world. We will outline the purposes of this research, describe how it is conducted and make some observations on audience research in some of the more remote parts of the globe. In this section we can also take a glimpse at the global market for radio, beyond the more familiar territory of the developed industrialised world, and explore the factors which seem to lead to significant audiences for international radio. Audience research plays an important part in the BBC's public accountability. A public service broadcasting service needs to find out how the public uses it. This applies to international services as well as to domestic radio and television. Research ensures that the BBC World Service knows the international audience demand. With so many countries to cover with limited resources, surveys cannot be carried out very frequently. Continuous measurement is out of the question. Nonetheless, audience measurement surveys have been carried out in 94 countries in the last five years. In most cases these surveys are directly commissioned by the BBC. In others, we obtain data from surveys conducted by other international stations. There is close cooperation in this field.
In the United States, Nielsen collects viewing information daily using over 20 audience measurement systems installed in national, local and single source household panels. The fundamental product of these systems is television viewing information used to calculate ratings. A fundamental aspect of the broadcast audience research business is that changes in the viewing environment require constant updating of the audience measurement systems which are used to collect information. This paper will focus on the upcoming technology changes which will impact broadcast audience research in the United States. Impressive new technology is under development for the media delivery systems used to provide programming to viewers. The predominant technology of the future is video compression. Other advancements such as fiber optics and HDTV will also be important developments. A growing issue is the consumer interface used in audience measurement systems. Within the industry, there is a call for totally passive systems, requiring no conscious participation by household panel members. In the future, there are also new technologies which can be used by research companies. Significant computing power can be cost effectively deployed within a household to support data collection. A review of the technology used in today's measurement systems, as well as describing requirements for systems of the future, will be presented.
Changes within the UK Television market, both recent and imminent, will bring the buying and selling of TV airtime moving much closer to the negotiation of Press space. The separate selling of Channel 4 airtime, the continuing growth of satellite penetration, the fragmentation of viewing and increased emphasis on coverage as well as cost will all put greater emphasis on research. Against this background, in 1990 BMRB (the owners of TGI) embarked upon the significant commercial undertaking of fusing TGI onto BARB to create Target Group Ratings (TGR). The objective was to create an extended and enhanced TV measurement currency capable of enabling TV sales contractors and airtime buyers to assess audience delivery by brand and product users rather than just normal demographics. The paper summarises the methodology, and demonstrates just some of the strengths and value that TGR data can provide to its users. The paper also highlights some of the BARB changes, the implications the changes may have on the fusion process and assesses the early comparisons of the fused data to BARB single source data.
Since the early 1980s, BBM has measured radio tuning using a three-week sweep, chosen from a pre-announced window of 5 or 6 weeks. This sweep technique is familiar to radio broadcasters, researchers and others. In the United States, since 1981 Arbitron has developed a measurement system that is not dependent on the three-week sweep system. Rather, the Arbitron system measures 12 week periods, four times a year in most major markets, for a forty-eight-week measurement - virtually continuous measurement over the year. In the BBM system, respondents for a Fall survey are recruited by telephone in the late summer and, if they agree to participate, are sent diaries for a sweep that takes place in mid-Fail. Generally, the waiting period between recruitment and survey weeks is 06-Aug weeks. Each week represents a random third of the recruited sample. Diarists are asked to keep a record of radio tuning for one week from 5 a.m. to 1 a.m. diaries are then returned to BBM for processing. Importantly, each week is treated as a separate survey and the three weeks are "projected' 1 to a population base and averaged to produced published data. This differs from the Arbitron system which, in a general sense, gathers all the diaries together into one database and projects it to the population base. This latter approach means there is less reliance on any individual weekâs sample to produce an audience figure. BBM staff investigated the "extended" weeks of measurement approach as an alternative to the present system. The EWM system offers operational advantages, as well as addressing important methodological issues; which this paper addresses. Theoretically, there is a statistical superiority to a system whose base for the projection (i.e. Arbitron's) is measured over a longer period of time and is larger, (since weights are smaller and, theoretically, reliability is improved). Notwithstanding these obvious advantages, it was decided that BBM should test any new system prior to its introduction as a production standard. As a result of that test, it was concluded that, on a whole, the EWM approach was sufficiently superior to warrant changing to as soon as possible.
This paper deals with the measurement of program appreciation in the Netherlands. In the first part of this essay, attention is given to the value and applications of appreciation scores and the method of collecting them is discussed. Appreciation scores have been systematically gathered per program since 1965. Since 1987 this has been done using a People Meter with the addition of prompts via the meter requesting appreciation scores from panel members, a system first used in the Netherlands.
My purpose here this morning is to present a picture of the emerging worldwide television environment and the implications that has for communications, media planning and research. Not long ago, on April 22 (Earth Day), the worldâs scientists met in Brazil to ponder global environmental issues. What they concluded was that we are contaminating the planet at a lethal rate and corrective action needs to be taken. In the same vein but in a less lethal sense, the world's television environment is rapidly becoming more contaminated with more viewing options ... contaminated with more commercialization (clutter)... and contaminated with a whole lot of complexity. Those of us here this week know all too well that all over the world, todayâs viewing environments are changing. What we know as the medium of television is changing. 6 Countries are experiencing the proliferation of commercial and private channels, and the introduction of cable, pay cable and satellite TV. e Whatâs more, viewers are rapidly accepting of changing technology. They are welcoming remote tuning devices and videocassette recorders into their homes, and are devouring the increasing channel options. These hardware/software innovations change (have changed) the way people watch television and make advertising communication, media planning and audience research more complex than ever before.
The self completed television viewing diary continues to be an important instrument for audience measurement in Canada and the U.S. The diary collects information on a 15 minute basis, assuming that only one channel is watched for all or most of the period. With increasing channel choice and the universality of remote controls this assumption is being challenged. Viewers change channels so frequently, it is alleged, that they cannot possibly be expected to record what they view. This paper addresses the allegation by analysing the extent and nature of actual channel changing behaviour. It uses data from a data base of channel changes, compiled from the BBM-Videoway television meter project in Toronto in Fall 1990. It shows that the extent and influence of "zapping" or "grazing" has been greatly exaggerated. Contrary to conventional wisdom, most sets stay tuned to one channel during a quarter hour period. Those tuned to more than one, stay with a principal channel during the great majority of the quarter hour, sampling another channel or two for just short periods of time. For most viewers there does appear to be one identifiable channel tuned for most of the quarter hour, as assumed by the paper diary. This is shown to be the case during different day parts and for different types of programming
In any measurement system, some elements are more difficult to measure than others. In media research, children are a particularly difficult element. There are serious questions about the reliability of today's children's measurement. Yet the importance of the children's target to many major marketers underscores the need to focus research efforts in this area. This paper reviews the characteristics that make children so difficult to measure, focusing on how this affects television audience measurement. Most of the questions in the U.S. concern children's ability and willingness to push their people meter buttons (or participate in any research effort) consistently. Several industry studies demonstrate the complexity of the children's viewing environment with implications for research. Academic researchers are taking an interest in the subject as well. One recent study found that accuracy in reporting TV viewing increases with age, socioeconomic status and school achievement Another shows that children's ability to use television technologies is related to parental encouragement Furthermore, another professor's work suggests that children's gratification from television viewing combined with an increased effort to viewing may lead to greater involvement with measurement devices. We feel that more methodological research is necessary in this area. Also increased attention to training and motivation are vital to any attempts to improve compliance and accuracy among the children. Since the characteristics of children are universal, many of the problems we face in the U.S. are relevant to other countries. Most countries have specific children's dayparts and accept advertising in these dayparts. The paper also discusses how child TV audiences are measured in other countries, including ages measured, techniques and special problems.