MRG Conference 2008:Cross Media Reach

At Thursday morning’s MRG conference, Jo Hamilton explained how the BBC, in association with GfK NOP Media, is providing insight into how it is reaching audiences across an increasing number of platforms and measuring the value it is delivering to its audience.

Guy Holcroft from GfK NOP Media explained some of the methodology used behind the pilot Cross Media Reach project. Through a rotating weekly panel of 700 to 800 people providing seven days of their complete media consumption, the research attempts to illustrate cross media reach, assign values to different types of viewing and to determine distinct clusters of audiences which make more sense than basic demographics in today’s multi-media world.

Jo went on to explain how the BBC has used the research to determine the best ways of reaching different audiences depending on programme type and how it can then encourage them to move them between platforms. It is also providing a way of measuring the different values that audiences place on content depending on the way it is viewed.

Further reports from the MRG conference will appear on MediaTel.co.uk’s NewsLine service over the next couple days.

MRG: www.mrg.org.uk