or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Government and non-profit
Business and industrial
Toiletries and cosmetics
ESOMAR Conference papers
Journal of Advertising Research
Int. Journal of Market Research
Date: newest first
Date: oldest first
Learnings From One of the World's Largest Peoplemeter Panels
LV Krishnan, Giovanni Fabris and Sharan Sharma, ARF Experiential Learning, Audience Measurement 8.0, 2013
This paper summarises some of the key experiences to have come out of India as it marks its 15th anniversary of the introduction of TV peoplemeters.
This paper summarises some of the key experiences to have come out of India as it marks its 15th anniversary of the introduction of TV peoplemeters. These experiences cover methodology (for example, the adoption of algorithmic methods of sampling); the implementation of parallel-panel tracks as benchmarks for the television audience measurement (TAM) panel; data security and reporting issues; government dialogue; and experimentation with different operational models.
Introducing the Ad ECG: How the Set-Top Box Tracks the Lifeline of Television
Robert J. Kent and David A. Schweidel, Journal of Advertising Research, Vol. 51, No. 4, 2011, pp. 586-593
Great sums of marketing dollars are spent on television advertising time in the absence of precise audience-size information for individual advertising units.
Great sums of marketing dollars are spent on television advertising time in the absence of precise audience-size information for individual advertising units. This paper uses granular data from a large system of set-top boxes to observe how television audiences decline and rebuild during expensive commercial time. The data reveal greater set delivery declines from programs to commercial units than has often been anticipated. Moreover, variation in set delivery was seen within particular shows. The results suggest that advertisers should use detailed commercial audience information to choose shows and negotiate media prices.
Horses for Courses - RPD or Peoplemeter? Five years on from Montreal WAM
Richard Marks and George Shababb, ESOMAR, WM3, Berlin, October 2010
This presentation revisits predictions made in one of the very first papers about Return Path Data delivered in 2005 at WAM Montreal.
This presentation revisits predictions made in one of the very first papers about Return Path Data delivered in 2005 at WAM Montreal. Incorporating findings from a qualitative survey of clients conducted exclusively for this paper, the presenters examine how the new technique has evolved in terms of business need and research techniques. The unique aspects of both PeopleMeter and RPD data are contrasted to underline the complementary nature of both approaches.
From Prime Time to My Time - Measuring television audiences
Andrew Green, Warc Exclusive, From Prime Time to My Time, 2010, pp. 82-124
The focus of this chapter of From Prime Time To My Time is television, often the first communications channel a mass marketer thinks of when planning to launch a new brand or support an existing one.
The focus of this chapter of From Prime Time To My Time is television, often the first communications channel a mass marketer thinks of when planning to launch a new brand or support an existing one. Research tends to focus on the rational and emotional benefits offered. The history of both the evolution of television from 1870 and audience measurement is briefed and the state of the modern television industry assessed. The use of peoplemeters is examined, including its history and variations in implementation. Other methods looked at are passive measurement device and return path data. New challenges include a growing incidence of mobile phone-only households, making it harder for market researchers to reach consumers and the increasing ability to watch television through other, new channels. Audience engagement studies has shown recall of television advertising is decreasing but much of it is implicit and registered subconsciously. Research into the effects of programme and advertising environment is covered and whether programme rating delivers better results. With the growth of VCRs, viewer surveys and electronic tracking are used to determine what the the ability to skip adverts means. Other areas covered are catch-up TV and more interactive viewing. The future of television audience measurement is considered.
Will survey research survive the digital age?
Andrew Green, Warc Media FAQ, March 2007
Media depends upon audience surveys to quantify the 'value' of advertising time and space. While each medium has its own specific approach to audience measurement, all are based on surveys, though the actual techniques vary from peoplemeters to one-to-one interviews.
Media depends upon audience surveys to quantify the 'value' of advertising time and space. While each medium has its own specific approach to audience measurement, all are based on surveys, though the actual techniques vary from peoplemeters to one-to-one interviews. In the face of a decline in response rates, the fragmentation of media, and the development of the online market, ZenithOptimedia's Andrew Green looks at the current issues facing audience measurement, and outlines how it may develop in the future.
Reincarnating TAM panelists to understand channel surfing
L.V. Krishnan, Trevor Sharot, Sharan Sharma and Akash Chawla, ESOMAR, TV Conference, Montreal, June 2005
This paper records a continuation in a series of studies launched to appreciate TAM ratings in a holistic manner.
This paper records a continuation in a series of studies launched to appreciate TAM ratings in a holistic manner. Pure quantitative or qualitative studies often stop short of giving the user a complete understanding of viewing behavior, especially when it comes to complex behavior such as channel surfing. This paper uses a unique approach to tackle this problem. It does this by requesting ex-panelists to be part of an observation and depth-interview study. The panelists, of course, were at some time yielding minute-minute TAM data, so information gained at this stage yields rich explanatory insights to the behavior when they were on the panel. In effect, we generated a quasi-single source of information that can potentially change the way audiences are defined and targeted.
The difficult balance of media measurement
Roberta McConochie, Admap, April 2005, Issue 460, pp. 24-27
Dr Roberta McConochie, a director of Arbitron Inc, argues that current media measurement methods are failing to cope with declining consumer cooperation, conservative media owners (still preferring traditional diary records) and advertisers and agencies wanting more complete measures of media usage, and data to help determine advertising accountability.
Dr Roberta McConochie, a director of Arbitron Inc, argues that current media measurement methods are failing to cope with declining consumer cooperation, conservative media owners (still preferring traditional diary records) and advertisers and agencies wanting more complete measures of media usage, and data to help determine advertising accountability. She describes Project Apollo, a joint venture of Arbitron, VNU and Proctor & Gamble, to address these issues in a unified way with a household panel using PPM (portable people meters), Nielsen Homescan and other survey techniques.
Evaluating return on investment of multimedia advertising with a single-source panel: a retail case study
Joan FitzGerald, Journal of Advertising Research, Vol. 44, No. 3, September 2004, pp. 262-270
Retail marketers' understanding of radio and television advertising campaigns' impact on retail store visits would be a major breakthrough in evaluating return on media investment.
Retail marketers' understanding of radio and television advertising campaigns' impact on retail store visits would be a major breakthrough in evaluating return on media investment. This article presents results from pilot research using Arbitron's Portable People Meter (PPM[sup SM], a mark of Arbitron Inc.)--a unique audience measurement system that enables radio, broadcast television and cable television usage, and retail store visits to be captured from a single-source national panel of consumers. The pilot research indicates that retail store visits correlated with media advertising exposure, illustrating the promise of a single-source research panel to measure ROI in terms of store visit behavior, an important driver of retailer financial results.
European Association of Communications Agencies, Bronze winner, 2004
The challenge for MasterCard was to represent a differentiated offer to consumers, encouraging them to use their MasterCard rather than any other of their plastic options.
The challenge for MasterCard was to represent a differentiated offer to consumers, encouraging them to use their MasterCard rather than any other of their plastic options. Via the Priceless campaign, MasterCard succeeded in capturing a distinctive emotional high ground for credit for the emerging audience of affluent modern credit users; the “Good Revolvers”. This positioning has allowed MasterCard to increase its market share to the tune of billions of dollars across markets in Europe.
Real cross media intelligence for real cross media planning
Beth Uyenco and Roberta M. McConochie, ESOMAR, Media Mix Audience Measurement, LA, June 2003
Arbitron’s Portable People Meter (PPM) results provide “real” cross-media duplication between radio and television.
Arbitron’s Portable People Meter (PPM) results provide “real” cross-media duplication between radio and television. PPM differs from present currency-based estimation of random duplication between independent sources for local-market radio and television. This investigation, employing a variety of schedule variations for a variety of demographics, finds that random estimation generally overstates PPM’s unified radio and television capture. Results show variations by target demo as well as by the scope of the plan itself. As PPM measurement is deployed beyond Philadelphia, its passive capture of cross-media flow promises a better basis for estimating the value of media-mix schedules.
YOU ARE IN THE WARC INDEX:
Cable and satellite TV
Copytesting and pretesting TV
Direct response TV
Product placement on TV
TV advertising breaks and clutter
TV audience attitudes and behaviour
TV audience size and composition
TV programming and syndication
TV spot lengths and position
Passive and portable peoplemeters
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc