Jim Blundell, managing director of Survey Audits, will warn delegates at next week’s European Television Symposium of the perils of introducing new television audience measurement systems.
He will cite the example of Australia where last year, ATR replaced ACNielsen as the approved TV measurement providers. There were numerous problems during the changeover and industry figures squabbled over the new system throughout 2001. In particular, unpopular rating and share figures met with an aggressive response from many network owners.
According to Blundell: “Modest audience fluctuations and even fine differences between competing networks are the stuff that makes and breaks careers and fortunes.” He claims the sensationalist reporting of the problems with the new system cost the television advertising industry revenue and, for six to twelve months, softened the revenue losses of the ratings-diminished market leader.
The Australian system offers parallels with the UK system of audience measurement for both TV and Radio. The BARB TV ratings organisation has been plagued with problems since its relaunch at the beginning of this year and advertisers have criticised the new ATR system for huge discrepancies in viewing.
Blundell comments: “Any two audience measurement systems will almost inevitably differ enough to inflame someone being measured. That’s whether they run in parallel or where the newcomer’s early numbers are compared with past results from the previous provider.”
This is a sentiment echoed by supporters of the UK’s radio audience measurement system, RAJAR, which is currently testing new mechanisms for audience measurement, following a barrage of criticism from Wireless Group chairman Kelvin Mackenzie (see TWG Research Claims Radio Listening Is Under-Represented).
The conference, which will take place in Barcelona, will also include a presentation from Caroline McDevitt, chief executive of BARB. There will be analysis of radio and television measurement, the digital market and major developments in the European broadcasting market.
Further details of the 2002 European Television Symposium can be obtained from Mike Sainsbury or Kate Maitland Smith on 01822 618 628
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