What advertisers expect from TV audience research and what they actually get

Date of publication: June 15, 1991

Company: Procter & Gamble

Author: Thomas Neumann

Abstract:

There still appears to be a lack of feedback from the users of TV audience data to the providers of such data. This talk should help to further reduce that gap, in line with efforts of the WFA with EBU. There have been major changes in the needs over the last few years, mainly because of the effects of deregulation providing bigger choice. The type of data required will be discussed in some detail building on the need for minute-by-minute rating information. The raw data obtained must be manageable in specific ways, e.g. providing reach and frequency distributions. On top of quantitative data there is an increasing need for qualitative data. Proper separation is necessary. The method to obtain data involves questions of reliability, exactness, and even public relation issues, which may have major consequences. In this context, the question of active vs. passive people meters will be discussed. Ideally TV audience data would be obtained from a single source with data on other media and on usage and habit. In reality, this will not be possible. The method to distribute the data should be partly hard copy and partly on-line. It may be direct from the research institute or via a data center. Cost of the surveys should be covered by the TV stations, but the users of the data may contribute to the cost of special tabulations.

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