Based on data provided from existing studies, there are in Portugal sophisticated models for media planning, in particular TOM model from Odec, operating with Euroteste data, and MARKSEL model, operating with BAREME and AGB Portugal's data. In Portugal media surveys suppliers are independent and compete freely in the market. Until now there has been no organization to supervise market research surveys. However, by the end of 1991 it was announced that there would be the creation of an organization called CAEM which would integrate representatives from advertisers, media owners and advertising agencies.
Ecotel Portugal had its first TV audience results available by March 1991. The experience with a nationwide meter system in Portugal is thus limited to about one year. Taking this fact into consideration and after an introduction, this paper starts with a brief comparison between the "old" diary method and the new Metered Panel. Following this, it shows two Consolidated Rating Charts with "typical" daily audience curves of working days and week-ends, for both existing Channel 1 (RTPl) and Channel 2 (RTP2). Proceeds to an assessment of TV Consumption both on a monthly and a weekday basis, focusing also on a six hour long "prime-time". Continues with a Gender Analysis of ratings vs broadcasting time (with segmentation of Targets by sex). Concentrating on RTPl and with the "expanded" prime-time of six hours (7 p.m. to 1 a.m.) a look is taken at the audience evolution of programs in four days of the week (mondays, thursdays, Saturdays and Sundays). A Lead-in/Lead-out perspective is attempted and the target segmentation by sex is maintained. The absolute top rating program being the brasilian "soap opera" normally broadcast at 8,3 p.m. in RTPl (ratings between 40 and 45 percent) a frame is shown with the consolidated ratings of this soap for each working day. Further analysis is made, using a time unit of 30 seconds, of the behaviour (ratingswise!) of the said soap opera in RTPl with competitive time period tracking of RTP2 programs. The cases when football in RTP2 competes with the RTPl soap are extracted and presented on a non consolidated fashion. The sharp plunge in soap break advertising block ratings shows an obvious "zapping" action induced by a few minutes of football. Using the same example, RTPl-Soap and RTP2-Football, the concept of "abrupt change" in audience is introduced (the criterion for "abrupt" being a slope of minimum one rating point change per time unit). It is verified that these abrupt changes occur at the beginning, break, restart and end instants of the soap. The time unit considered is still 30 seconds.
Until the end of 1990 we mainly had single media surveys in Denmark to be used in the media-planning process. Thus, because of the widely different methods, it was often difficult for both media owners and users (advertisers, planners and buyers) and researchers to make optimum use of these tools. On the basis of the conclusions from a 'future workshop' (moderated by a psychologist), with both advertisers and media planners as participants, it was thus decided to develop the Danish Multi Media Index on the basis of the National Readership Survey . In the past year, the Danish Multi Media Index has developed tremendously, from being primarily an index of print media to becoming a Multi Media Survey with information on television, radio, print media, cinema and outdoor. The Index is now not only a media-planning tool but also a Marketing Information System capable of meeting the needs of all parties in the media business. The objective was to provide a tool for all stages of the communication planning process, providing documented answers to the questions of advertisers and planners. One of the greatest innovations is in the field of TV planning, in which a quarterly, four-week diary is used which also includes usage of other media. This diary is the only tool in Denmark which provides data for media group optimalisation and analyses of real accumulation over time for comparison between media groups. On the basis of the data from this panel survey, AIM Research A/S has developed a long asked-for op- timalisation model. As the Danish Multi Media Index is a single source system, and on account of a fusion of two databases (the TGI and a brand-tracking index), each consisting of 12 inter- views, it is 'only' necessary to conduct a total of 37 interviews. If all the indexes making up the Multi Media Index were instead separate indexes, a total of approx. 170 interviews would have been necessary. In addition to the quality of the data in the Multi Media Index, this naturally results in considerable financial savings, both for the owners and for the users.
A report on certain methodological research in the U.S.A. is provided. Results from three telephone coincidental studies that were completed in 1986 through 1991 are compared to audience estimates from people-meter measures. Analyses directed at understanding persistent differences by sex/age group are discussed.
The technology of PPMs is complex and still evolving. Although it seems likely that pilot experiments in the field will take place quite soon, the systems could still be changed before they become fully operational and/or alternative new systems may emerge. While at present there seems no cause for serious concern about the implications of introducing PPMs, ESOMAR will continue to monitor the situation. PPMs are of course only one form of research technique involving the observation of people's behaviour. The Committee is also considering whether other observational techniques raise moral or ethical questions which may call for additional forms of supervision and control.
Since 1988 Summo, in cooperation with the outdoor advertising companies in Holland and AGB Media, have researched the best way to measure audiences for outdoor advertising campaigns. The main requirements for the audience research model were: - independence of type of outdoor advertising; - allowing provisions for comparison between different outdoor campaigns; - provisions for inter-mediia comparisons; - allowing provisions media planning of custombuild outdoor plans as well as ready made packages; - allowing provisions updated by adding new installations at outdoor sites. In 1990 the following research method was agreed upon by all parties; a. Identification of all 17 sites on maps and classification of their most important aspects such as, for instance illumination of the site. b. Entering on identical maps all journeys made by a sample of 10 individuals 13 years of age and older during a period of 7 days above the routes followed for these journeys. In addition, the following data were recorded for each journey: - time, - main means of transport, - reason why journey was made. c. By ckecking all 270.000 journeys with the 17 sites on the maps, the contact probability with each site per respondent can be determined. This masterfile provides the opportunity to calculate the following data for any combination of sites: - total number of contacts - net reach of the campaign - average contact frequency - average number of different sites that the respondent was confronted with. This analysis is independent of the combination of outdoor companies with whom the campaign was booked or is going to be booked. The research programme was carried out in 1990 and 1991. The results obtained were presented in November 1991. The contact probability has to be defined as actual presence in the street", regardless of position in relation to the site itself and regardless of means of transport. This will be discussed elsewhere in this article. The outdoor advertising companies have decided that the AGB masterfile will be updated four times a year, i.e. by adding their latest sites. The system requires the use of a "Geographical Information System (G.I.S.) to make easy access and update facilities possible. This, too, will be discussed later on.
In the 90âs, the tendency to more media choice will continue. The paper develops the challenges for media research in the 1990s. A key development will be the move to European data, i.e. audience data fully comparable between European countries. This is most important on TV, but also radio and print should be taken care of. A move from purely descriptive to explanatory research can be expected to answer the growing need to explain why rather than just the how. There will be also the need for more specific information, e.g. minute by the minute rather than quarter-hour data in TV. In print, information on page exposure rather than total issue exposure will become standard. The enormous increase in the amount of data available will require improved methods to analyze these data and draw the correct conclusions. The data will also change from isolated to integrated data, e.g. to cover the exposure to several media within one report. Media research - similar to other research - will have to take care of even more data privacy. There is a major opportunity to educate the population about the needs and benefits of media research because the major financers of such research have access to the public. Media research will become more capital intensive because of increasing use of technical means of measurement As a specific aspect, little opportunity is seen for the passive people meter in Europe for various reasons, last not least the public relation risk. Competition on the research supplier side is seen as an important need. Improving the harmonization of research methods should not lead to monopolistic structures on the supplier side.
The first part of this paper is concerned to describe the changes that are taking place in the organisational structure of companies operating across Europe. These changes give rise to the central control of marketing and communication resources, and the rise of what we can call the Europlannerâ whose task it is to determine and allocate these resources to markets and media across Europe. The second part of the paper examines the role of the Europlanner, and how this is likely to evolve from the initial strategic budgeting and broad media mix decisions into the detailed planning and execution of European branding campaigns. The impact of these strategic decisions is largely unseen by national media owners at present, but the Europlanner will increasingly circumscribe the decisions of media buyers in local markets on individual title choice. As this happens, media owners will have an increasing need to influence the Europlanner. The primary means of that influence will be media and market research which will need to be presented in a comparable form across Europe. The third part of the paper evaluates the currently available data on a national level and the possibilities of harmonisingâ this for Europlanning purposes. It also examines the Pan European Survey in this context. On the basis that current data fails to meet the needs of the Europlanner and those selling to him, the fourth part of the paper is concerned to outline a European-wide media and market study that would do so.
The following paper describes a special analysis made using the German Verbraucher Analyse, a consumer analysis similar to other consumer usage/purchase research in many other European countries. For this reason our analysis can easily be duplicated elsewhere, giving the advertising industry the data they need for optimum media selection on a brand level. It is an inexpensive approach. Comparable data is usually available, it simply needs to be structured in a certain way. First, all informants have to be grouped by their different levels of probability of being exposed to print or TV. Second, the same informants will be weighted according to their individual product purchase/usage frequency and claimed brand preferences. Market shares calculated in that manner correspond surprisingly well with the retail audit data. That applies to the rank order of the market shares, not for actual volume. Generally speaking, heavy and medium print users are better potential consumers, however, it is not TRUE for all brands. There are numerous exceptions to this rule and a media planner needs to be aware of them. Inexpensive or traditional brands tend to be such exceptions. A reassuring result is that intensive users of both media, TV plus print, consume almost as much as more or less exclusive print media users. Therefore, a mix of media is a safe bet. The real benefit of this special analysis lies in the fact that it shows the best consumer potential for all important product fields in combination with the exposure probabilities within media groups.
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.
Heavy up TV advertising for packaged goods has been the traditional way of estimating its effect on sales in the United States. With recent advances in information technology, testing can now be replaced by econometric modelling techniques that removes the influences of other marketing factors such as price changes, promotions, distribution and competition. The result is estimates of different sales responses over a range of television GRP delivery levels. This allows the TV budgeting and the local market allocation process to be planned on the basis of its contribution to sales. This paper begins with a discussion of evaluating advertising's sales response in the U.S. in an historical context, beginning as a design-driven process and recently moving to a model-driven process. The subject of econometric analysis for packaged goods product's advertising is introduced, and the technique for handling the residual effects of advertising is discussed. The non- linear nature of the advertising-to-sales relationship is displayed in a unique format for direct, end-user decision- making. Live examples demonstrate the power of the approach on both a national and local basis. There is a discussion of continuous vs. flighting schedules, day parts and limitations of the approach. A special-case application of econometrics is discussed for those who are wedded to test vs. control designs.
This is a practical paper which draws extensively from the experience gained over many years of continuously tracking TV advertising campaigns. The purpose of the paper is to demonstrate firstly how a new research-based approach can provide new insights into how TV advertising works, and secondly how it can provide new directions for making the advertising mix work better. By tracking consumer response continuously every day and every week, and by overlaying media inputs, one can now blow away some of the myths that have historically shrouded evaluations of advertising and media performance. The main problem has always been to know which 50% of advertising is being wasted. The solution is provided by an approach that fuses continuous consumer response to advertising with continuous media activity. This has produced new insights into how advertising works by separating ad performance from media performance. This has further led to the development of empirically-based models of media efficiency and ad performance. The paper draws on case study evidence to demonstrate how the new approach works and how it has been used to address key media user questions such as as...is my ad working? is my media working? how much do I need to spend on a TV campaign? how long should a TV campaign run for? what is an optimum media flighting pattern? By addressing these key questions, this new approach is making a valuable contribution to improving the quality of advertising decision making, the performance of ads and the performance of media campaigns.