A review of the main industry contracts normally finds MRG delegates in combative mood – but not so this year. The contracts for TV, radio and press are all likely to be renewed to accomodate ongoing additional projects or just changing circumstances. Sly Grice (IPC Magazines, Group Sales Director) made a call for stability, which was the consistent theme throughout.
The one exception was Outdoor research, where a new era (which may well lead to greater stability) was predicted by Ron Zeghibe (Chief Executive, Maiden), as he outlined the content of Oscar II – due to be launched in January 1996. “Oscar I has not worked for us,” he said,, “instead it has led to distrust of the medium and a lack of accountability.”
The new structure of the industry means that 90% of sites are now part of the OAA, and the industry would benefit from further changes which would include a specific research support division. Oscar II is based on 7,400 respondents and includes: Up to date traffic data (updated annually) Realistic definition of OTS (more rigorous than before)
Cover by demographic sub-group Campaign Planning-led systems (available via NOP and Telmar)
A wish-list for the future included a pedestrian-only audience model and geodemographic classifications.
Zeghibe also predicted far greater involvement from the IPA and ISBA. Continuing the theme of new inustry research contracts, Martina King, Capital Radio, gave some background to the RAJAR research; RSL currently have the RAJAR contract, and will have until 1998. RAJAR is the largest media survey in Europe, with 160,000 questioned each year.
Martina showed some evidence that RAJAR, which was introduced in 1992, is trusted and respected in the marketplace (RAB research); there has been a positive shift from pre 1992. However, she said that all too often there is just one radio specialist in each agency; she called for more radio “generalists”, and as an incentive, announced the MRG/Radio Industry Award for excellence in radio planning.
Jerry Hill, managing director of TSMS spoke about the BARB contract; this ends in 1998, but BARB is seeking an extension to July 2000 – this is because of expected changes in the TV market, ie digital, cable/satellite. These developments mean they will have to measure an increasingly fragmented audience. He analysed how well BARB serves current needs. He acknowledged that BARB is an imperfect system, and offered some potential solutions such as a factor for sub-groups which would reduce volatility in these groups.
Future considerations for BARB must be – the further growth of satellite/cable – digital TV – more channels – more fragmentation.
He reiterated that BARB must retain its joint industry backing, and pointed out that BARB is still the envy of the world.
