Brands seeking to understand the audience for their television spots need to consider the impact of the “commercial-zapping effect” among viewers, a study published in the Journal of Advertising Research (JAR) has argued.
Lianlian Song, Peng Zhou, Geoffrey Tso, and Hingpo Lo, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 53-72
Advertisers prefer second-by-second measurements of advertisements over program ratings, but collecting individual viewing data that are accurate to the unit of one second is very difficult and expensive.
Edward Malthouse, Judy Franks and Ewa Maslowska, ESOMAR, Big Data World, November 2017
Discusses the current state and the future of TV ad models in the US, exploring how we can improve programmatic TV advertising outcomes, and providing evidence of the predictive power of various pieces of the data picture.
Peter J. Danaher and Tracey S. Dagger, Journal of Advertising Research, Vol. 52, No. 2, 2012, pp. 225-233
Repeat viewing is commonly used as an indication of program loyalty. The authors extended the pioneering work by Ehrenberg, Barwise, and Goodhardt by examining a unique dataset of prime time television shows that change time in midseason.
Giorgio Licastro, ESOMAR, Worldwide Media Measurement, Stockholm, May 2009
This paper discusses recent developments in the Eurisko Media Monitor single-source survey. It describes the research programme and the innovations to the third edition, including the Dialogatore - a new all-in-one tool that includes a touchscreen computer, a barcode scanner, a voice recorder, two cameras and a soundmatching meter.
Richard Windle, International Journal of Market Research, Vol. 51, No. 2, 2009, pp. 271-273
This paper summarises the presentation by Richard Windle on "Media research: can technology replace interviews?" given at the IJMR Research Methods Forum: ‘Methods Matter: Interviewing and Beyond’, 25 November 2008, Royal Society, London.
Pat Pellegrini, Admap, September 2008, Issue 497, pp. 56-59
This article discusses the use of Radio Frequency Identification (RFID) in media audience research, including experiments which combine RFID with the Arbitron Portable People Meter (PPM) over five years.
This article explores the current thinking and writing on TV audiences - a group of people once defined by the use of one stable, popular medium, which has now fragmented forcing a re-evaluation of audience measurement.
Institute of Practitioners in Advertising, October 2018
Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry. Key findings include:
Successful brands allocate 13% of their media budgets to OOH.
Out of home CPM is routinely lower than the all media average.
Out of home accounts for 8% of global display adspend.
Digital's share of global out of home adspend is expected to rise to 45% by 2021.
A blended schedule can achieve the benefits of digital impacts with affordable reach.
Consumers are sceptical about the use of in store facial recognition for marketing.
Other key media intelligence includes Twitter turning a profit despite US stagnation, Super Bowl spots outperforming the wider US TV market, digital classified spend overtaking print for the first time, and practitioners' intentions to invest more in audience data this year.
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