The focus of this paper is on the practical issues of applying multi-media data in the everyday media (buying and selling) market place. If multi-media data cannot be seen by the users (particularly media owners) to provide (financial) benefit and be applied within the current media market framework it will be very difficult to obtain media owner funding for further development. The current impetus for 'media neutral 360-degree planning' will then stall, notwithstanding the well-documented potential benefits in this era of media fragmentation and segmentation. This paper describes the authors' experience in Sweden in providing the media industry with a multi-media and target group survey collected 'single source' for a number of years.
This paper reports on AGBs introduction of a new single source type survey into the New Zealand and Australian markets. Combining the industry accepted currencies of TV viewing and print readership the New Zealand model adds a product consumption diary to allow marketers to analyse and reach buyer-graphic targets. The product, Panorama, reopens the fusion debate. Even the worlds most successful single source surveys have failed to stand the test of time and it is inevitable that fusion must be at least an evolutionary step in the direction of the Holy Grail.
The 1996 is the year of the launching of French single-source research with a data base, named TVScan, providing meter audiences together with scanner-collected purchases. A case study illustrates the approaches developed for integrating the marketing target in the media strategy, and measuring the advertising effects on real purchase behaviours.
Work has been continuing for some time now in Switzerland on an electronic Single-Source survey instrument. The procedure has been carried out gradually. This means that in 1986 the device was first tested only in the consumer field in about 25 households. The surprise result was the level of acceptance of this new method as well as the few problems associated with it. The second test in 1987 was hardly a complete Single-Source survey, but nonetheless the test families were the households of Research department members. These households were equipped with the latest version of the TELECONTROL viewer measuring device, as well as with the TELECONTROL-compatible Consumer-Media-Control device. The entire eleven-week test with specialists produced very worthwhile results and indications in terms of both software and hardware. There were no problems with installation, and technical operations, including the daily data call back, went off without, a hitch. The primary aim of this test was to try out these functions. The third test, which was also carried out in 1987 was to evaluate the level of acceptance of the Consumer-Media-Control device in average households over a longer period of time. In 18 house- holds , the dally purchase an a media usage (without TV) of all family members (a total of 48 people over the age of 13) were recorded over a six-week period. The idea of the Single-Source survey through a CMC device worked flawlessly. However, households or rather families did not (yet) appear to be ideal as a target group.