Abstract:

Starting in January 1991 the Dutch single-source multi-media survey SummoScanner has been enhanced with specific TV-viewing data. Within the limits of the telephone interview, it is now recorded which programmes were viewed on the day before the interview. This implies a questioning technique based on recall, as opposed to the people-meter technique applied in AGB-panels (In the Netherlands: Kijk- en Luisteronderzoek KLO). SummoScanner data are not intended to replace AGB-data as the primary' media-planning tool, but to enhance insight into the particular viewing habits of target groups, in connection with other media data. Together with the data provided by SummoScanner and the postal follow-up - the Target Group Survey - the TV-data add to the value of this single-source survey. In February 1992 the first full year's report on the results of these measurements was published. On the whole, the figures, although not completely comparable, seem to be of the same order as the AGB- figures. This underscores the fact that telephone interviewing has little or no bias resulting from loss of memory, provided that the previous day's behaviour is asked for. The business of making these data available for SUMMO-members is still under development - data sets are larger than ever: 32 records per year, each containing 720 variables concerning yesterday's viewing alone. Still, this new database is bound to provide media planners with new means for adding to their insight into the media behaviour of target groups.