Researchers View Media Neutral Planning With Cynicism

Media neutral planning has become something an industry buzz word over recent months, but the idea of putting the consumer at the centre of the communication process is still viewed with a high degree of cynicism.

The latest study of Media Research Group members shows that the majority (58%) of industry figures believe the concept to be nothing more than a new name for an old idea that has been around for years.

One third of those that took part in the online poll considered the idea of channel neutral solutions extending beyond traditional media to be a real development, but they were outnumbered by nearly two to one.

The need for a single research source audience measurement survey to accommodate media neutral communications was acknowledged by 25% of respondents and a further 30% felt that bespoke research in the future should be designed to accommodate media neutrality. However, there was a large number (46%) who felt that felt that nothing should change.

Earlier this year Will Collin, managing partner at Naked Communications, criticised the concept of media neutral planning. He claimed that agencies are seeing a demand for media neutral solutions, because they want to elevate their role to become strategically central within marketing communications (see NewsLine Column: Is Media Neutrality A New Name For An Old Idea?).

MRG: www.mrg.org.uk

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