This research, which was claimed to be the first systematic attempt at poster audience measurement anywhere in the world, was based upon attention values, or audience recall. This was an attempt to measure the actual audience for posters rather than potential audience. It is interesting to note that whilst a considerable number of awareness studies have been carried out in this country relative to specific campaigns, the technique has been found to have little value in predicting exposure to target audiences or frequency of message delivery.
A sample of 900 children (and their mothers), aged 6 to 13 and representative the Federal Republic of Germany was interviewed on a wide- spread selection of leisure-time activities, media consumption data as well as their opinions and attitudes television, TV-commercials and consuming habits. As independent variables sociodemographic features, characteristics of media consumption, attitudes of children and mother to television and advertising program , communication with parents and peers about TV were introduced. A series of mediating factors (e.g. parents educational level) were considered. It was found that the impact of television advertising on children cognition, attitudes and behavior was of a highly complex determination structure. Intensity (frequency) of TV consumption and contact with the medium were by far not sufficient to explain the variance of the dependent variables. The premises of the theoretical model and the technique of path analysis are discussed and suggestion are made to solve the 'impact problem' in further research concepts.
A sample of 900 pupils, aged 6 to 13 and representative for the Federal Republic Of Germany (and their mothers) was questioned about a wide-spread selection of leisure-time activities, media-consumption as well as their opinions and attitudes towards (commercial) television and consumers' environment. The essential item for the determination of the quantitative value of tv consumption in context with communication behavior was a daily routine analysis where the pupils should register their indoors and outdoors activities of 'yesterday' as completely as possible. The same instrument of investigation has been used for children in the first class of primary school as well as for those in puberty, an instrument that has been tested in time budget- and broadcast media-research. The age groups in question are distinguished by important developments in the cognitive, emotional and social sphere - a fact which has not only an important impact on the child's personal experience but also on his ability to give information about his opinions, behavior etc. For this reason a systematic examination of the results on the basis of comparable data of the continuous television audience measurement seemed to be of great interest.
Most television programmes can be classified into two main programme types, Information and Entertainment. Information programmes tend to get smaller audiences but higher appreciation scores than do Entertainment programmes. Between these two main programme types, the correlation of audience appreciation with audience size is therefore negative. But for different programmes of the same type the correlation is positive, though low. Higher appreciation scores tend to go to the programmes with the larger audiences. A theoretical interpretation is that the more demanding a pro- gramme is, the more interesting and/or enjoyable it has to be before people will watch it.
This paper describes how Capital Radio and Marplan worked together to use research to build an audience. From the start Marplan worked alongside the key executives at Capital, discussing, interpreting and making decisions based on the findings. Two types of research were involved - audience measurement and audience ratings of programmes and presenters. Helped by research Capital has developed its programming and presentation and has grown from a low of 5% share of listening three months after going on air to a current share of over 25% - making Capital the largest station in the London area, against the entrenched competition of the BBC.
This paper describes the depletion that occurs to a television program audience (beyond the program rating itself), specifically as these variations relate to television advertising's communications effectiveness. The variables examined include type of program, the interest in the program as indicated by the program rating, time of day, the position of the commercial within a chain of non-program material, and the commercial itself. The findings show that while each of the variables does have an influence on the "effective reach" of television as an advertising medium, the greatest variation is caused by the commercials themselves.
Panels offer certain advantages over sample surveys in providing TV audience measurement information more precisely and economically. As planning requirements for TV advertising become more sophisticated therefore, demand for TV panels is likely to increase in many countries. This paper considers some of the major theoretical problems in operating TV panels and offers evidence on practical solutions from the U.K. In particular, the selection and control of panels are examined including a discussion on the possible sources of panel bias with methods for its reduction or elimination. The combined knowledge available on TV panel operations is then applied to problems likely to arise in setting upland running TV panels in varying national and broadcasting contexts.
JICTAR is responsible for collecting the research requirements of its members, formulating a research system which will meet these requirements and preparing a specification for this system and awarding a contract to a research company to operate the specification. In carrying out these tasks JICTAR has maintained a programme of research investigating the real and potential use of TV audience research data and testing and developing techniques of data collection. This paper summarises recent work concerned both with the measurement of reception of television services and the recording of viewing. Recent experimentation and findings on the postal collection of information on TV reception are discussed. Various studies are reported concerned with investigating how far the regularities in viewing data can lead to a reduction in the total volume of data collection without loss of efficiency for the research system. Recent developments in the UK with TV meters and diaries are reviewed. A new panel control is also being developed. This is based on stratification by estimated viewing levels and designed to balance possible effects of non-co-operation in TV panels. Some first results are reported. The paper concludes with discussion of possible future trends in TV audience research.
The purpose of this paper is to describe a short-cut method of sizing the unduplicated audience of a combination of media starting from data given on the duplication of these media taken two by two. In other words, when applied to the CESP results, the proposal method leads to a satisfactory evaluation of the unduplicated audience provided by anyone of the 1140 million combinations possible with the thirty magazines listed in the square table.
The purpose of this paper is to describe a short-cut method of sizing the unduplicated audience of a combination of media starting from data given on the duplication of these media taken two by two. In other words, when applied to the CESP results, the proposal method leads to a satisfactory evaluation of the unduplicated audience provided by anyone of the 1140 million combinations possible with the thirty magazines listed in the square table.
Readership studies and audience measurements are today common place in the media field. But we know very little about the intangible values added by a given magazine or journal to the advertising message. It is not enough to know how many people-read a given publication or take notice of an advertisement. It is also important to know how a specific medium is perceived by its audience. This paper is based on a study, executed for LIFE magazine by Rowland and Company in the U.S.A. The study was experimental in character and dealt with the question, of measuring attitudes and perceptions toward different advertising media, in order to gain an understanding of the values added by given media to the advertising message.
Readership studies and audience measurements are today common place in the media field. But we know very little about the intangible values added by a given magazine or journal to the advertising message. It is not enough to know how many people-read a given publication or take notice of an advertisement. It is also important to know how a specific medium is perceived by its audience. This paper is based on a study, executed for LIFE magazine by Rowland and Company in the U.S.A. The study was experimental in character and dealt with the question, of measuring attitudes and perceptions toward different advertising media, in order to gain an understanding of the values added by given media to the advertising message.