Audience Measurement Satisfaction Uncovered

The results of a new global survey of TV audience measurement systems have now been released, following their airing at the recent ESOMAR/ARF Cannes conference on the subject.

According to the findings presented at the 'Week of Audience Measurement' (WAM) conference, the most satisfied media customers tend to come primarily from countries across Europe where (JIC) Joint Industry Committee or MOC (Media Owned Contract) structures are in place. The second most satisfied come from countries with OS (Own Service). The research also pointed out that customers of ACNielsen in the USA in particular expressed low levels of satisfaction.

Peter Menneer, the independent research consultant who presented the findings, commented that 'to observers from other regions of the world the US audience measurement system appears to have a number of limitations that most other developed TV markets resolved 10/15/20 years ago'. Part of the problem, Menneer suggested, 'must no doubt lie at the door of the counter-productive and pernicious effects that the US anti-trust laws have upon this market place - from which no-one seems to benefit, apart from the shareholders of the supplier'.

The researchers approached 100 senior and well-informed customers of 'peoplemeter' systems from 23 different countries to assess their own national media monitoring service earlier in 2002. A total of 76 of the 100 individuals took part.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.