Over the last 10 years, it has been said that TV consumption is decreasing under the development of the Internet around the world. EurodataTV Worldwide, the only database gathering TV ratings from 80 people meter territories worldwide, demonstrates that not a single year has Television seen a decrease of its consumption despite a burning development of Internet usage. On the contrary, Television is even more watched for several reasons which will be shared with the audience.
The cross-media audience measurement has been operational in France since December 2008. This new tool requested by the French media market is an innovative approach to quantify the media brand audience across media.This presentation will introduce the tool and the first key findings after 7 months of launching.
The Cross Media revolutionary Eurisko Media Monitor survey starts its third edition with further innovative solutions. This release also adopts the Dialogatore: a brand new device that GfK Eurisko has recently introduced in the Italian market. It embeds in an all-in-one tool a touchscreen computer, a barcode scanner, a voice recorder (to collect open ended), two cameras, a soundmatching meter. In the cross-media survey it is coupled with the EMM device to collect information about media exposure on a daily basis.
This paper focuses on the improvements introduced in 2007/08 based on the new technologies such as the a-gps technology for fieldwork and the ooH product analyzer software for complete media planning and buying process.
The long standing disparities between panel-based online audience measurement data and site-centric or "Web Analytics" data has been troublesome for practitioners of online marketing and advertising for over 10 years. More recently, it has become clear that the best way to develop an audience measurement system that gains consensus and maintains scientific audience measurement rigor is to develop a system that bridges the gap between server data and panel data. The approach described in this paper, and the test results presented, are a direct response to the measurement challenges faces by the digital world.
This paper describes research undertaken to answer the questions 'What is the branding effect of search advertising and how does it compare with other media?' It is based on the measurement of the impact of search as part of a specific brand's integrated communications campaign measured in market. The case study describes a research approach that addresses issues relating to measuring search advertising as well as addressing many of the general problems in measuring Integrated Communications Campaigns.
A new tool, Touchpoint, uses co-branding theories to plan a media mix across platforms that best match the brand profile of an advertiser. This is done by matching the brand profile of the advertiser to that of a media vehicle through hundreds of characteristics in a two-dimensional map, developed from close to 50 000 interviews.Touchpoint is a new, complementary way to view media planning to deliver high ROI and ad effectiveness while at the same time positioning a brand in the mind of the consumer. The viewer receives a more interesting and adapted commercial message that is less likely to fall in with the rest of the commercial noise.
With a fast growing digital television reception, the Netherlands faces an increase in the supply of digital channels to be included in the audience measurement. The total penetration of digital reception increased from 17.2% in the second half of 2005 to 42.8% in the second half 2008. Faced with these rapid changes, SKO, the JIC in charge of the television audience measurement in the Netherlands, decided to start measuring 43 digital, thematic channels in a pilot project since August 2008.The pilot has been held within the Dutch TAM and has help us clarifying whether all the channels are measurable in a technical sense, by using audio channel identification techniques (EAM). The main question that rose from our results is: when is a channel reliably measured? This is a central question, not only for television audiences but also for all scattered markets in the digital era. Our paper briefly reviews the techniques can be used for the measurement of digital television and focus on a major challenge, how to be able to reliably report on this large (and still growing) number of channels. In this context, traditional approaches for reporting audiences can be proven insufficient or economically not viable (as would be to have larger panel sizes). In order to deal with issues related to limited audiences, SKO shifts to reports based on reliable audience reach, rather than focussing on reporting ratings. The new reliability measure uses non standard methods to construct confidence intervals for proportions. We will be presenting our first results in our paper and at the WM3 conference.
The exciting question for the future is how revolution in technology meets evolution in human behaviour. With the study Future Media Trends we focus on the evolution of human behaviour: A theoretical framework for understanding this change is the concept of "liquid modernity". This approach points out that lives becomes more liquid: time use and time structure is no longer fixed, human togetherness is changing, real worlds become virtual worlds. "Liquid life' influences also media usage/habits and the relevance of brands. That implies more freedom of choice in all areas of human life. On the other hand, there is a risk of senselessness, missing structures, unattainability, and under-defined state of life.
Audience quality attention to advertising media has been a concern to marketers for a long time. Are audiences just viewing a product? Or are they really observing and becoming aware of the brands, products and their benefits when they are advertised on TV?