MRG Evening
The latest MRG Evening was held at the Arts Club, Dover Street, 10 July. The presentations were some of the papers from a recent research conference in New York.
Phil Gullen of Carat Research discussed Carat’s latest findings on Effective Frequency. Mr Gullen began by reminding the audience that effective frequency had been the subject of many projects and papers. He compared effective frequency to chasing rainbows.
He said that effective frequency does not exist. In research carried out it was shown that there was a correlation between exposures and bursts of activity. Effects of exposure were measured by Carat. The areas researched were Food, Drink, Motors and Financial which were measured for the effects in relationship to programmes. It was found that if the programme contained little or no interest for the viewer the advert break was ineffective.
The conclusion from the results shows affective frequency can be achieved with very few exposures. Two exposures proved to be effective with 50% of product buyers affected. More than two exposures is saturation.
Carat’s research defined the product field buyers into 4 areas:
Percent Split
* Seekers – Instant response to advertising 25
* Reactors – Respond to high exposure 41
* Ignorers – Never Respond 32
* Pretenders – Pretend to have seen advert 2
Positive effects of exposure are gained in the first two exposures, after which wear-out occurs much like press advertising. Michael Svennevig and Sheila Byfield presented O&M’s latest research on Media Futures. Michael Svennevig began the presentation, saying the future is not an extension of the present.
Mr Svennevig said whilst new media was available, such as methods of receiving television, the Internet, BT Interactive and digital television, they are not being utilised by everyone. Progress of change is happening at different rates and is not taking off as quickly as first thought.
Mr Svennevig said
* Old media will stay big and important
* New media are unpredictable
* Need to know how the old and the new interact
* Both the old and the new need compatible measurement
He said research issues need to be confronted and asked what will be accepted and rejected by consumers , can existing audience measurement techniques cope with interactive technology and how will information services fare in a marketplaces driven by entertainment services.
Sheila Byfield said qualitative and quantitative research was needed. She said that there had to be benefits to new technologies in media. The future has to be a familiar environment which will see media evolution rather than extension.
David Brennan of UAEP took the stand in a presentation entitled ‘ from earth to outer space, the differing research needs of non terrestrial broadcasters’.
Mr Brennan confronted the issue of the renewing of the BARB contract in 1998. He said that change was needed to incorporate the ever changing future media landscape. MRG EVENING Mr Brennan said current penetration in the UK was in a grey area and was beginning to influence. In the future, cable and satellite will need to be measured separately due to increasing popularity. Mr Brennan proposed changes to be made to the BARB contract which is due to be renewed in 1998. “The focus of the 1998 renewal should be on greater flexibility , universality and efficiency”. Mr Brennan asked why a new approach?
* The Market is changing
* Increasingly light margins between success and failure
* increasingly sophisticated data analysis He said agencies must use specific targeting, coverage and frequency optimisation and campaign evaluation. Broadcasters must use programme evaluation, schedule construction and promotions strategy.
Cable and satellite networks , terrestrial networks, advertisers and agencies would, according to Mr Brennan, benefit. He proposed changes such as:
* Review sample size and structure *
Re evaluate panel controls and audience definitions
* Maintain rolling establishment survey but incorporate other data sources
* Improve channel reception / viewing element
* Redefine definition of viewing
* Drop timeshift viewing and retain guest viewing
* Collect all uses of the TV set.
Mr Brennan said data reporting options should be extended by:
1. A BARB standard for special analysis
2. A tiered structure for data reporting
3. Re-evaluating genre classification system
4. Extend DB2 – more transmission information
5. Agency and advertiser attribution