asi’s review of insights from 18 leaders at media research companies worldwide in a COVID world is part of ESOMAR’s Community Circles initiative focused on evaluating the impact of the current crisis. The Webinar was presented by Richard Marks, asi Research Director and Proprietor of Research the Media along with Mike Sainsbury, asi Chairman & Founder to over 200 participants during two different time zone sessions.
This session opened with a brief review of the impact of the current “lock-down” on consumer’s media consumption, noting the differences between TV, radio and print and these platform’s accompanying ad spending along with how the media currencies are “coping”. Richard then raised a fundamental question in audience/currency research. “Are we looking at the death of face-to-face interviewing?” which is considered by most the de facto “gold standard” for survey research. It is used extensively for TV establishment surveys, the key to universe estimates, and for print media audience surveys.
Face-to-face interviewing will Survive
According to the experts it appears that face-to-face interviewing in some form will survive because of its extremely high quality and adherence to solid research fundamentals albeit possibly as part of an integrated measurement approach rather than as 100% of any survey’s technique. As Toni Petra, EVP Media, Nielsen, pointed out, “Where feasible and affordable face-to-face is key to projecting detailed complex data even in a lower touch world.” Both Toni and Andrew Green, Global Head Business Development, Audience Measurement, Ipsos, seemed to concur that hybrid or integrated approaches would increase as part of evolving Plan B research survey planning based on “resiliency versus contingency”. Such innovations would be designed to avoid substantial disruptions in any future world health or economic upheavals. Rolf Muller, Global Director Business Development Media Measurement, GfK concurred so hopefully media currency reliability will be generally maintained worldwide as we return to a new normal.
Eight Predictions
Based on his interviews, Richard boldly offered “eight predictions” for media research, audience measurement and their resulting media currencies going forward. While geared to media currency research they certainly demand pause for consideration across all research approaches and techniques in view of the quality attributes required of any survey serving as a trading currency; and the implications involved in achieving such quality.
- Move from contingency planning to resiliency planning to avoid disruption notably in TV which report daily program ratings.
- Increased demand for innovation will likely be based on less funding. It was noted that funds from the more successful newer video platforms would increase, however.
- Face-to-face interviewing will continue as a last resort. This appears to be rejected by Nielsen, Ipsos and GfK.
- Greater use of (on-line) panels with their less immediate need for re-fresh samples.
- Development of Hybrid or Integrated approaches, e.g. OOH measurement that integrates various Big Database along with travel surveys, that inevitably will have in-built redundancy. GfK already is using audio meters together with e-diaries for radio measurement.
- Acceleration of sharing data collection tools across currencies Andy Brown, Global CEO, Kantar Media, referenced “piggy-back” survey approaches in special circumstances.
- Organizational changes and concentration of media currency bodies (Super JICs). Holland is already moving towards that model although that is currently a “dream” for the US! In echoing Winston Churchill, Andrew Green opined that, “JICs are the worst form of audience measurement Governance except for all the other forms of Governance.” (Agree whole heartedly!) In this new era, JICs ability and opportunity to share limited data across currencies could prove just the ticket for the evolving new era?
- Build on innovation and creativity based on the new home and working demands. “No scared cows” as Toni Petra stated.
Another fundamental conclusion that no one participating raised any objection to, was to encourage the major global brands players to become involved or significantly more engaged in audience measurement and delivering the quality of media currencies that are the foundation of the investment of billions every year.
As noted, very few major advertisers have a designated senior media measurement/currency expert in-house to focus on these fundamental aspects that underpin their brand advertising and consequent growth. This appears like an effective means of addressing these predictions and setting the agenda?
The Webinar sessions and the interviews will be available via ESOMAR, under Insights from previous ESOMAR Community Circle sessions – 19 May, and at asi, www.asiconfereences.com
