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Viewpoint: Social media research: developing a trust metric in the social age
Gaëlle Bertrand, International Journal of Market Research, Vol. 55, No. 3, 2013, pp. 333-335
This Viewpoint argues that there is no better place than social media conversations for brands to research what drives consumers' recommendations and what ultimately builds trust in their franchise.
This Viewpoint argues that there is no better place than social media conversations for brands to research what drives consumers' recommendations and what ultimately builds trust in their franchise. Through research that analysed all public social media mentions of British Gas and Marks & Spencer, the author explains how she could derive a barometer of trust for each brand.
Understanding the Invisibility of the Asian-American Television Audience: Why Marketers Often Overlook an Audience of "Model" Consumers
Amy Jo Coffey, Journal of Advertising Research, Vol. 53, No. 1, 2013, pp. 101-118
Asian-Americans lack the advertiser recognition and investment levels enjoyed by other ethnic groups in the United States.
Asian-Americans lack the advertiser recognition and investment levels enjoyed by other ethnic groups in the United States. Given this demographic group’s greater purchasing power and comparable growth rate, online survey and in-depth executive interviews reveal how US Asians’ income, language, and other audience traits are valued by US television advertisers and compares these perceptions to those for Hispanics. Recommendations are offered to overcome reported advertiser misperceptions and agency obstacles and to help encourage investment in this growing and affluent demographic segment.
Average commercial rating does not measure your ad's performance: An alternative approach - exact commercial ratings in buying TV
John Spadaro and Bruce Goerlich, ARF Experiential Learning, Re:think conference, 2012
The authors (from Zenith Media and Rentrak) argue that the current system of US national TV audience measurement for advertisements is flawed.
The authors (from Zenith Media and Rentrak) argue that the current system of US national TV audience measurement for advertisements is flawed. This is because these ratings are based on an average of all commercial minutes by program. In a typical hour of broadcast, this represents 14 minutes of commercials, and therefore about 96% of the rating does not encompass the advertiser's specific commercial. The report evaluates the collaboration between Rentrak and Zenith to produce exact commercial ratings for 23,372 TV spots using Rentrak's database of over 8m households. Based on the study, the report argues that exact commercial ratings are a precise and stable measurement tool to examine an advertiser's investment in TV (and can therefore provide more accountability).
The March to Reliable Metrics: A Half-Century of Coming Closer to the Truth
Edith G. Smit and Peter C. Neijens, Journal of Advertising Research, Vol. 51, No. 1, 2011, 50th Anniversary Supplement, pp. 124-135
Reach and frequency are key concepts advertisers face when selecting media for their campaigns. Around the world, the advertising industry relies on audience research for insights into how different media outlets perform on these key concepts.
Reach and frequency are key concepts advertisers face when selecting media for their campaigns. Around the world, the advertising industry relies on audience research for insights into how different media outlets perform on these key concepts. In this contribution, the authors discuss the developments in audience research in three themes: (syndicated) audience research into readership of print media, ratings of television, and Internet, studies on the reach of individual advertisements, studies on the quality of reach, in particular the influence of the media context. The authors conclude with some suggestions: the need for cross-media data, the need for hybrid data collection that includes electronic and passive measurement of media use and the need for new metrics, such as measures of implicit processing of sponsored media content and measures of consumer generated brand communications.
How reliable is my audience? Coping with audience fragmentation
Bas de Vos, Mariana Irazoqui, Jeroen Nikkel and Adriaan Hoogendoorn, ESOMAR, Worldwide Media Measurement, Stockholm, May 2009
This paper describes a project aiming to respond to new developments in viewing behaviour in the Netherlands.
This paper describes a project aiming to respond to new developments in viewing behaviour in the Netherlands. It focuses on the inception, design, set-up and first results of pilot research by SKO, the JIC in charge of Dutch television audience measurement, which started measuring 43 digital, thematic channels in August 2008.
A pint of lager and panel membership: measurement of out-of-home TV viewing
Leo Malagoni and Anne Barnsdale, ESOMAR, Panel Research, Orlando, October 2007
In April 2006, BSkyB commissioned Ipsos MORI to provide an accurate, timely, actionable, and credible media currency for out-of-home sports viewing in Great Britain.
In April 2006, BSkyB commissioned Ipsos MORI to provide an accurate, timely, actionable, and credible media currency for out-of-home sports viewing in Great Britain. A proprietary online panel approach was adopted to allow weekly reporting to advise advertising sales strategy. This replaced a more conventional telephone interviewing method that had been used previously. This highlights how a flexible approach to online panel creation, management and maintenance was vital in addressing this demanding business issue. The focus is on the obstacles faced, and the thought processes and actions that led to effective solutions.
Is a rating still a rating? How changing behaviour alters definitions in the digital age
Bas de Vos and Marion Appel, ESOMAR, Worldwide Multi Media Measurement (WM3), Dublin, June 2007
As the main goal of the Dutch TAM, SKO is to accurately measure all TV viewing it was necessary to solve the problem of Time Shift Viewing (TSV).
As the main goal of the Dutch TAM, SKO is to accurately measure all TV viewing it was necessary to solve the problem of Time Shift Viewing (TSV). In Holland, the rollout of PVRs as well as Video on demand services is strong. In response, a new measurement technique was recently introduced. The question became how to integrate new data with existing currency. Introducing time shift viewing in daily reporting has caused a major shift in thinking about viewing data, requiring decisions to be made concerning the channel identification, calculation and reporting rules.
New insights on first-time electronic data on out-of-home and time-shifted television viewing
Robert H. Patchen and Beth Webb, ESOMAR, TV Conference, Montreal, June 2005
Increasingly, the new mantra among today’s leading advertisers is, “Know your consumers! Know who they are, what they’re doing, and when, where and why they’re doing it.” These goals translate into important new objectives for marketers, broadcasters and media researchers, including the goal of locating and reaching consumers throughout their busy days, using the most efficient and effective means available.
Increasingly, the new mantra among today’s leading advertisers is, “Know your consumers! Know who they are, what they’re doing, and when, where and why they’re doing it.” These goals translate into important new objectives for marketers, broadcasters and media researchers, including the goal of locating and reaching consumers throughout their busy days, using the most efficient and effective means available. In the specific domain of television ratings research, these goals have been roughly translated into the need to achieve nearly seamless measurement of media exposures throughout the day, both at home and away from home, and through real-time or time-shifted/delayed exposures. The portable people meter or PPM is designed to electronically measure two dimensions of the television audience not previously measured in an ongoing ratings panel: out-of-home viewing and timeshifted or delayed viewing to recorded programs. Learning who is engaged in out-of-home and time-shifted viewing, what they are watching in these modes and where, will add important new insights into the best ways to reach consumers throughout the day using television advertising.
A cost effective approach for measuring out-of-home viewing
Fernando Falcon, ESOMAR, TV Conference, Montreal, June 2005
Even though the idea of a portable-only panel may seem appealing for its conceptual simplicity, a deeper analysis reveals a number of systematic drawbacks that may easily offset any advantages over fixed-meter panels.
Even though the idea of a portable-only panel may seem appealing for its conceptual simplicity, a deeper analysis reveals a number of systematic drawbacks that may easily offset any advantages over fixed-meter panels. On the other hand, capturing the extra OOH exposure can be accomplished relatively easily through a mixed solution adding mobile measurement capabilities to an existing panel (Supplementary Mobile Panel), without sacrificing data quality for in-home viewing or paying a considerable premium for a marginal enhancement. Although the SMP idea can be implemented in principle using any choice of technologies both for the fixed and portable meters, it should be apparent that the SMP approach is even more advantageous when the mobile meters are an integral part of the whole TAM system and share the same technology and resources.
Increasing viewer control - advancements in BARB measurement
Bjarne Thelin and Tony Wearn, ESOMAR, TV Conference, Montreal, June 2005
The paper describes the challenges facing television audience measurement in the United Kingdom in monitoring devices such as PVRs.
The paper describes the challenges facing television audience measurement in the United Kingdom in monitoring devices such as PVRs. BARB is incorporating the full measurement of the Sky+ PVR later in 2005. Viewing through the Sky+ box will be integrated into BARB’s measurement and made available to the industry as part of daily overnight and consolidated ratings. This will be a major advancement in ensuring that BARB’s measurement service remains abreast of new developments in television delivery mechanisms. The paper will suggest implications for ratings definitions and measurement conventions and deliver some general insight regarding the challenges facing measurement of television in the coming years.
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