BBC Hires GfK To Enhance Audience Measurement
The BBC’s audience and consumer research division has hired market research company GfK to extend its audience reaction measurement system, hoping to enhance existing data on its television and radio programmes.
The new 3 year contract runs from April 2005, providing the BBC with a much faster system of measuring audience response to television programmes on all terrestrial programmes, selected non-terrestrial content and selected radio programmes.
Amongst the key elements of the new service is GfK’s replacement of the current paper and pencil postal method with an online method that allows respondents to log on either at work or home and rate the previous night’s programmes. The new system will help viewers rate programmes on appreciation as well as other key criteria.
The new online system will dramatically reduce turnaround for audience reaction data, with Gfk’s system able to report data just 36 hours after broadcast, a significant improvement on the 16 days required by the current system.
Increased flexibility will also be provided by the new system, enabling last minute changes to schedules or major news events to be taken into account. The research panel is also set to increase from the current 3000 adults to a massive 15,000, as well as a separate panel of 1500 children.
Commenting on the new system, Sam smith, head of television research at the BBC said: “The main drawback of the old pen and paper system is that it is very slow and pretty inflexible. We can’t for example respond quickly to unforeseen schedule changes or major news events. This new system will provide a 36 hour turnaround on audience reaction data. Not only is this of immense value to programme makers it helps us deliver to our public service remit by helping the BBC understand what audiences truly value about our programmes and services.”
The new contract marks the BBC’s first dealing with GfK and the start of a new relationship. The complex new system was devised by David Bunker in BBC TV Research and Nick North at GfK Media.
Commenting on the resulting partnership North said: “We are delighted to be partnering the BBC in this new venture. GfK brings huge knowledge and experience of electronic market research and how to ensure it is demographically robust and inclusive. The pilots start immediately and we’ll be reporting back to the BBC on these regularly over the next few months to ensure we get it perfect before the contract starts properly in April 2005.”
Gfk’s audience research hit the headlines earlier this year as outspoken Wireless Group boss Kelvin MacKenzie instigated legal proceedings against official radio ratings body RAJAR, claiming that its traditional diary method was under-reporting the listenership of his company’s radio stations when compared to GfK’s electronic method of measurement. The multimillion pound law suit should proceed to trial next year following a requested more time for consideration by a high court judge last month (see Judge Reserves Decision Over RAJAR Court Case).
GfK: 0870 603 8339 www.gfk.com
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