Audience Measurement: John and Mary Goodyear Award

The six nominations for the John and Mary Goodyear Award for Best International Paper were presented at the WAM (Worldwide Audience Measurement) 2003 Conference held earlier this month in Los Angeles. There are 6 categories: radio, TV, Media Mix, Print, Out-of-home/Ambient Media and Online.

The nomination for the Radio conference went to the paper entitled: Radio: Ready to rumble.
Clutter vs. frequency in radio ... results from the real world, by Alan Bowman, Partner, from The Buzzz Ltd, UK and Howard Parry-Husbands, Consultant.

This presentation briefly reviews some of the research upon which most radio planning models are based and considers the relative impact of position in break and 'low clutter airtime' against the more traditional territory surrounding frequency within the context of radio advertising. Due to unique market conditions present in Australia, the study was able to draw on 'real world' audiences rather than working in a more controlled environment as with much previous research, and compare two different radio advertising models directly, representing the above two approaches.

The nomination for the TV conference went to the paper entitled: Modelling viewers from set-tuning data in Boston. A test of the Gray/Ephron model, by Erwin Ephron, Partner, Ephron, Papazian & Ephron, and Stu Gray, Independant Consultant, USA.

This paper describes the Gray/Ephron model. Use of the demographic composition of tuned households from the Boston set meter panel and VPVH relationships from the national Nielsen Peoplemeter Panel, produced demographic ratings far closer to Boston Peoplemeter Ratings than those produced by diaries. These results suggest modelling viewers from set meter data can potentially eliminate the use of the diary as a TV measurement instrument in meter/diary markets. Because set meters are passive, they open the door to national single-source TV panels.

The nomination for the Media Mix conference went to the paper entitled: Multi-media. What's in it for the media owner? by Peter Callius, Division Manager/Research Director, Research International, Sweden and Peter Masson, Partner, Bucknull and Masson, UK.

The focus of this presentation is on the practical issues of applying multi-media data in the everyday media (buying and selling) market place. Media owners need to see multi-media advertising as providing financial benefit, and being applied within the current media market framework if they are to fund it and continue the current impetus for 'media neutral 360-degree planning'. This presentation describes the authors' experience in Sweden in providing the media industry with a multi-media and target group survey collected 'single source' for a number of years.

The nomination for the Print conference went to the paper entitled: Horse and carriage, moonlight and roses. Sun and surf? Using projective techniques in a computer/web assisted interview, by Neil Sharman, Senior Advertising Planner, New International Newspapers; John Pawle, Managing Director, QualiQuant International Ltd., and Peter Cooper, CEO, CRAM International Ltd and CEO, QualiQuant International Ltd., UK.

This presentation outlines a novel approach to researching a Surf washing powder promotional press ad that ran in The Sun newspaper in the UK. Surf is a laundry brand positioned in emotional terms as a friendly, playful, extrovert, fun brand and the advertising execution was playful and humorous. The Sun, as the most popular tabloid newspaper in the UK, is also positioned as playful, fun and extrovert. The question posed for research was the extent to which there was emotional synergy created by the media placement and whether this could be measured and indeed quantified.

The nomination for the Out-of-home/Ambient Media conference went to the paper entitled: The Dutch outdoor study: Research on the move, by Marcel van der Kooi, Senior Consultant:
Peter Kloprogge, Managing Director and Founding Partner, PointLogic, Netherlands and Lex van Meurs, Research Manager, Intomart, Netherlands.

In 2000 a new study of outdoor advertising reach was published in the Netherlands. The Dutch Outdoor Study combines several major innovations in outdoor research techniques with new software for presenting results. This presentation describes the research technique, planning software and the results of the study, plus possibilities for applying the research design to similar studies in other countries.

The nomination for the Online conference went to the paper entitled: CTM Relevance(SM): A model for how contextual, temporal, and mindset relevance enhances the digital media planning process by Christian Kugel, Associate Director, and Michael Zeman, Insights Analyst, Starcom IP, USA.

This described research examining how receptivity to online advertising fluctuates depending on the underlying motivations of Internet users. One of the key unique attributes of the Internet is that users can perform a broad range of activities online, fuelled by very specific motivations. Ultimately, the goal of this research is to help marketers understand how these various motivations relate to receptivity to online advertising.

These papers will be published in the ESOMAR Yearbook entitled 'Excellence in International Research 2004'.

The CD-ROM of papers for each conference can be purchased from ESOMAR. Visit www.esomar.org

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.