Prepared by

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Plenty of Currenies But Whats
the Exchange Rate?

• Prepared by
• Manfred Mareck
• Research Marketing Ltd
• on behalf of the

Sponsor
October 12 2005
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This presentation is NOT about media research in
far-flung and exotic places (but yes there is
audience research in Mongolia) It is an attempt
to provide a snapshot of how changes in the media
offerings and advertisers expectations are
influencing how we measure media consumption
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The World of Advertising in 2005

• more communications channels fragmentation of
  audiences content via digital mobile
  platforms

Media

• Better educated and demanding actively choose
  media content different attitude toward
  advertising

The Consumer

• Legal barriers technical
  options financial
  alternatives mental
  switch-off

Ad Avoidance
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Changing Focus of Media Research

• The major weakness (of audience research) is the
  lack of consumer focus and the silo approach
• Research must start with the consumer and look
  where and when they are receptive across all the
  different communications channels.
• Bernhard Glock
• Manager of Global Communications, PG

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Its not about more precise counting Its about
more Insight and better understanding of consumers
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Media Planning Today
Media planning today is no longer just about
media and the counting of readers, viewers or
listeners. It is about consumers and their
relationship with media and marketing
channels. It is about identifying those
communication channels that can deliver consumer
attention through compelling content. It is about
identifying where and when consumers are
receptive to commercial messages
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What Advertisers Want to Know

• When/where/how we consume media
• Media usage a single or shared activity
  (multi-tasking)
• Frame of mind when consuming media
• Relationship between consumers and their media
• Receptivity of advertising messages
• The optimum frequency one, two or three plus
  exposures
• Multi-media scheduling
• .
• and standard measurements, such as net reach,
  audience profile, duplication and CPM as an
  accepted trading currency between vendors and
  buyers

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Changing Media Research

• Passive vs. Active measurement
• Developments in Print
• Online and emerging channels
• JICs can they be drivers of change?

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TV und Radio Audience Measurement
Arbitron Portable People Meter (US TV and Radio
Measurement)
IHA/GfK Radio Control (Swiss Radio Measurement)
Other Suppliers NOP/Eurisko (Italy) pager-type
meter
Ipsos (UK) possible use of mobile
phones
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Passive Portable Data Collection
Household panel using meters with on/off button
for each household member
Television
Passive and portable meters carried by panel of
individuals (PPM)
Weekly diary or by telephone (day after recall)
based on random sample
Radio
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TV und Radio Audience Measurement

• Passive, Portable People Meter

Overnight download to base station
Phone Line
Internet/PC
Radio Sets
Transmitter
Signal from TV or Radio Station
Meter
TV Sets
Satellite Link
Car Radio
Cable Head
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Passive Portable Data Collection
Household panel using meters with on/off button
for each household member
Television
Passive and portable meters carried by a panel of
individuals (PPM)
Weekly diary or by telephone (day after recall)
based on random sample
Radio
Passive measurement electronic navigation systems
(GPS)
Travel statistics, route selection with or
without Visibility Adjustments
Outdoor
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Passive Audience Measurement

• Perceived Benefits
• Not memory based
• Less respondents overload
• Easier multi-channel/multi-platform measurement
• Better understanding of audience duplication
  between channels
• Better capture of out-of-home media consumption

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Passive Measurements

• Does not rely on respondents memory
• Implementation initially for Television, Radio
  and Outdoor measurement
• Ability to measure the increasingly important
  out-of-home media usage
• Drive-time radio
• In-store radio/TV
• Bars/Pubs for TV sports programmes
• Ability to measure distribution via different
  platforms
• conventional TV/Radio set
• Digital sets
• Online
• Recorded and time-shifted viewing
• Multi-media evaluation

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Passive Measurement Reality Check!

• Provides a different currency
• Measures passive rather then active media usage
• Automatically picks-up audio signals
• Winners and Losers
• Smaller, less frequently used media tend to gain
• Significant difference in performance between
  meter technologies
• UK RAJAR test
• Financial considerations

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Passive Measurement Reality Check!
TV/Radio
Australia, Belgium, Brazil, Canada (Quebec),
Chile, France, Island, Colombia, Mexico, The
Netherlands, Norway, Poland, Portugal, Russia,
Singapore, Switzerland, Spain, USA (Philadelphia,
Houston)
Outdoor
Switzerland, USA (Chicago), Canada (Toronto)
South Africa, Italy, Germany
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Alternative Data Integration

• Media-specific surveys still dominate (Silo
  approach)
• True Single Source
• Switzerland, Sweden, South Africa, TGI Surveys
• Data Integration involving Currencies
• Belgium, Denmark, Germany, France (Newspapers),
  UK (BARBTGI), Japan, New Zealand, Austria,
  Portugal, Latin America (TVTGI)
• Total Integration
• Canada (Project Unity)
• UK (TouchPoints)
• USA (Project Apollo)

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Project Apollo (USA)
(Multi)media Usage
Electronic Media PPM Print Media Online Study
30,000 Households 69,000 People (6)
(2006/07)
Lifestyle Information
Purchase Behaviour
Via Online studies and geodemographic data
Via HomeScan, PPM and special surveys
Arbitron 2005
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Project Apollo
1330 lunch with daughter at local McDonalds
0700 McDonalds radio Spot
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Changing Media Research

• Passive vs. Active measurement
• Developments in Print
• Online and emerging channels
• JICs can they be drivers of change?

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What About Print?

• Print still measures exposure to the carrier
  (magazine, newspapers, section) and NOT the
  advertisement
• It measures OPPORTUNITIES to see, not actual
  exposure
• Global Standard (recent reading) says nothing
  about message delivery
• Passive measurement still difficult

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Weekly Print Ratings

• US (MRS), UK (NRS), Netherlands (NOM), Belgium
  (Sanoma Magazines)
• Supports the concept of recency planning, where
  when is more important than how many
• Prints is speaking the language of Television

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Weekly GRPs
NOM 2002/PointLogic
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Issue Specific Readership

• Sweden
• MediaPulse (24,000 Telephoninterviews pro Jahr)
• Fluctuation in daily readership
• Integrated with Orvesto
• Netherlands
• Intomart/GfK Issue Specific Reading Test
• Online survey for weekly titles (last 6 issues)
• Poss. integration with new NRS

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Changing Methodologies?

• Personal Interviewing still dominates, with more
  use CAPI or DS-CAPI
• Product/brand/lifestyle data usually measured
  with self completion questionnaire
• CATI not as widely used as previously anticipated
• Usage of online access panels and other forms
  (SMS) likely to increase

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Changing Media Research

• Passive vs. Active measurement
• Developments in Print
• Online and emerging channels
• JICs can they be drivers of change?

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Online/Internet

• No intl standard definition of Internet Use
• Site-centric measurement (standard counts of page
  traffic - ABC)
• User-centric measurements (NielsenNetRatings,
  comScore)
• Ad-Server measurement (US IAB)
• Emergence of JICs to provide acceptable standards
  of RF scores
• Belgium (CIM Web)
• Germany (AGOF)
• Italy (AudiWeb)
• Netherlands (STIR)

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Word of Mouth Marketing

• Aka Consumer Generated Media (CGM)
• Blogs, Chatrooms, Forums, Online diaries,
  personal Websites etc..
• Buzzmetrics, Intelliseek
• Youth market, Food and Pharmaceutical Industry,
  political parties

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Branded Entertainment

• Aka Product Placement, Product Integration etc..
• Key channels are Television and Film
• Sponsorship (dominates Europe)
• Branded Entertainment (strong in USA, India)
• Emerging metrics such as Q Ratio (quality of
  product placement vs. 30 commercial), viewer
  impact
• Beyond mere delivery of eyeballs
• Example Penta-Gration

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Extending Standard TVRs

• Penta-Gration (TAM Media Research India)
• 13,000 brands use 250 TV channels
• Increasing evidence of ad avoidance
• Additional TV measurements
• TV ratings (200 channels, 73 cities,
  minute-by-minute ratings)
• Programme and Commercial Logs (number/lengths of
  breaks, programme credits, sponsor credits etc..)
• Content Diagnostics (impact of celebrities,
  events or storylines on TV Ratings)
• Placement Monitor (frame-by-frame capture of
  product placements)
• Recall values for standard commercials and
  product placement

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Gaming

• 35 billion market
• GameVision 2005
• Five major European markets
• Platforms (console, online, mobile etc)
• Type of game and time spent
• Demographics of gamers
• Brand exposure (product placement)
• Emotion and Impact

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Changing Media Research

• Passive vs. Active measurement
• Developments in Print
• Online and emerging channels
• JICs can they be drivers of change?

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Organisation

• Europe
• JICs or similar (tri-partite) organisations
  dominate
• Research Company selling subscriptions (TGI)
• Controlled by media owners (e.g. France, Poland)
• Asia/Pacific
• Joint initiatives of agencies and media owners
• Research Company selling subscriptions (TGI)
• Latin America
• Research Company selling subscriptions (TGI and
  others)
• North America
• Canada JICs or similar
• USA Research Company selling subscriptions

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Managing Change
JIC or similar

• AGMA (Germany)
• WEMF (Switzerland)
• PMB (Canada)

• Netherlands (Print, Online)
• South Africa (Print)
• Switzerland (Radio)
• Italy (Outdoor)

Status quo
innovative

• ORVESTO (Sweden)
• Arbitron (USA)
• China (CTR/TNS

• USA (Nielsen TV)
• Japan (Video Research Inc)

Commercial
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The Future?

• Demand for more ROI and multi-channel planning
  tools
• Demand for single source data continues to grow
• Demand to be met either through
• Passive measurement TV, Radio, Outdoor, Internet
  
• Fusion/Xmedia analysis software will continue to
  evolve but without the emergence of a single
  industry standard
• Move toward multi-channel planning tools not
  replicated by move toward multi-country planning
  tools (national standards will prevail)
• Emerging channels acknowledge the need for
  currencies and ROI measurement but industry
  standards are still in the future
• JICs and commercial organisation will play an
  equal part
• Advertisers will play a more prominent part

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• Manfred Mareck
• Research Marketing Ltd
• T 020 8995 7057
• E mmareck_at_publicitas.com
• E mmareck_at_research-marketing.co.uk