Media Researchers Welcome NRS Accumulation Figures
The vast majority of media research professionals believe the new readership accumulation study from the NRS will provide greater accountability for press campaign planning.
The latest online poll from the Media Research Group shows that 86% of its members support the launch of the data, which shows the length of time taken by newspaper and magazine titles to accumulate readers.
However, less than a third of those that took part in the survey thought the new data would have any positive effect on the share of marketing budgets allocated to press campaigns. A further 40% felt that television is still more effective in linking media exposure to advertising awareness.
Commenting on the findings, Roger Pratt, managing director of NRS, said: “The new readership accumulation curves go a long way forward to enable press planners to understand the likely delivery of an advertising campaign, as opposed to the actual appearance of the magazine or newspapers they are using.”
He added: “The ability for post campaign analysis is enhanced by the readership accumulation study and therefore the understanding of – and justification for – the use of press advertising has in turn been enhanced. That should lead to more persuasive case histories and an increase in share for the press sector.”
Nearly all the media researchers that took part in the poll agreed that it has taken too long for the survey results to be released, given that the field work ended in May 2002. However, Pratt denied speculation that a disagreement between magazines and newspapers has caused the delay, saying: “It was an administrative glitch that caused the hold up and nothing more than that.”
The research from the MRG comes just weeks after ZenithOptimedia’s strategic resources director, Frank Harrison, criticised the accumulation data, claiming it to be unhelpful and potentially misleading for advertisers and agencies.
However, the NRS appears unphased by the criticism and is currently contemplating the introduction of personalised media lists, which will streamline the interview process by eliminating publications the respondent is unlikely to read. Tests are currently taking place to make sure the new method has no negative impact on readership estimates.
Last month it was revealed that media professionals are seriously concerned about a significant decline in the number of consumers taking part in reader and audience surveys. The main worry is that audience surveys based on increasingly small sample groups will produce inaccurate results and could have serious repercussions for advertisers (see Media Researchers Concerned Over Falling Response Rates).
MRG: www.mrg.org.uk
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