It Cant Go On Like This  Much Longer

Bob Hulks
Alban Hulks Research

This article argues that the current structure of UK media research has reached the end of the road

This year, over 25 million will be thrown at the industry JICs, the Joint Industry Committees, in trying to measure the potential audiences for advertisements in the main consumer media in the UK. If we add to this the plethora of private sector research attempting to measure internet audiences, this figure may even double. Of course, this is a paltry investment for any medium when compared with the billions of pounds spent on display advertising, new media in its current developmental phase excluded (see Table 1). However, that is no justification for failing to question the fundamental basis upon which such a large research investment continues to be made.

TABLE 1: INVESTMENT IN MEDIA RESEARCH PER 100 OF DISPLAY AD REVENUE

Medium Media research bill per 100 of ad revenue
Television 32p
Radio 71p
National newspapers 8p
Consumer magazines 16p
Outdoor 30p
(Internet 500p?)