Universal Universes

Today at the IPA a discussion was instigated by Roger Holland of JICREG into the desirability and inherent difficulties of achieving an agreed source of population data for use across TV,radio and regional press analysis.

Richard Webber of research company CCN stated that his company was keen to address the concerns of his clients over conflicting household and population data, particularly at the postcode level, by developing an industry standard. He pointed out that currently different figures can be quoted legitimately depending on the research source. In order to progress towards a common currency agreed methodology and update times have to be agreed.

Interested parties present at the meeting, including advertising agencies, BARB and OPSC generally agreed that a body should be set up to thrash out the standards required. Predictable concerns were expressed by CACI, a competitor to CCN, over just one research company setting the standard.