Media research includes the study about the development of media, their achievements, and their effects. It includes techniques used in collecting and analysing various media vehicles such as – News Paper, Television, Radio, Cinema & Other Digital Platforms.
A business conducts media research to understand;
Readership/viewership of the media vehicle
Choice of media for the intended target group
Booking time and available media space of a particular media channel
Cost of a particular media vehicle
Media research is related to advertising reach, frequency, and effectiveness of different media mix in reaching the target audience for a particular business
Top 5 Important Sources of media research that should be considered before making a media plan
1. Nielson Clear Decision (NCD for Print)
The Nielson company is the worlds leading provider of market information, audience measurement, and business media products and services. NCD enables advertising agencies, media companies, and marketers to quickly and easily access data to pinpoint markets, channels, and target groups. NCD's goal is to help clients more accurately identify and profile key audiences in order to make better media decisions and generate better return-on-investment results. NCD offers a simple, flexible interface design that provides the quickest path to the most frequently used analyses, requiring far fewer steps to extract insights. NCD also provides flexible report formats, custom templates, and hundreds of presentation-ready charts. Along with the data analysis tool used by advertising agencies, publishers, broadcasters, marketers, and other media companies
2. Broadcast Audience Researching Council (BARC)
BARC INDIA set up in 2012 with the specific purpose of designing, commissioning, supervising, and owning India’s Television Audience Measurement System. BARC INDIA is promoted by 3 apex joint industry bodies – Indian Broadcasting Foundation (IBF), Indian Society of Advertisers (ISA), and Advertising Agency Association of India (AAAI). These 3 industrial bodies represent 3 key stakeholders in TV audience measurement – Broadcasters, advertisers and advertising, and media agencies respectively.
BARC India seeks to establish a robust, transparent, and accountable governance framework for providing the data points required to plan media spends more effectively. BARC measures viewership habits of India’s 153.5 million TV households. Of these, 77.5 mn are in urban India, and 76 mn are in rural India. Currently, 22,000 homes are seeded with BAR-O-Meters. BARC reports viewership of 658 million individuals as compared to TAM’s 277 million individuals.
BAR-O-meters: The BAR-O-meters BARC place in their metered homes are compact and use the latest technology. They have a 3rd-generation OLED display (being more easily visible, this facilitates interaction between the viewer and the bar-o-meter) and an embedded SIM to automatically upload viewing data (tie-ups with leading GSM operators ensure wide coverage). As they are indigenously manufactured, they cost almost one-sixth of the price of imported meters, which lets us deploy a lot more of them to measure viewership.
3. Audit Bureau of Circulations (ABC)
Audit Bureau of Circulations (ABC) is an independent nonprofit auditing organisation formed in 1914 whose membership is composed of advertisers, advertising agencies, and publishers of newspapers, magazines, and web sites that sell advertising space. Its purpose is to audit and validate print media circulation claims and Internet traffic figures for the benefit of its members. Relied upon as a principal information source by media planners, the bureau publishes annual Audit Reports that detail the findings of its auditors as well as semiannual Publisher’s Statements.
The Bureau issues ABC certificates every six months to those publisher members whose circulation figures confirm to the rules and regulations as set out by it. Circulation figures that are checked and certified by an independent body are an important tool and critical to the advertising business community.
4. The Indian Readership Survey (IRS)
It is the largest continuous readership research study in the world with an annual sample size exceeding 2.56 lakh (256,000) respondents. IRS collects a comprehensive range of demographic information and provides extensive coverage of consumer and product categories, including cars, household appliances, household durables, household care, and personal care products, food and beverages, finance, and holidays. IRS is not restricted to a survey of readership alone but is synonymous with both readership & consumption across various FMCG (Fast Moving Consumer Goods) products throughout India.
IRS covers information on over 100 product categories. IRS is conducted by MRUC (Media Research Users Council) and RSCI (Readership Studies Council of India). IRS is a single source survey for media and product ownership/usage. The prime objective of the study is to collect readership information from a cross-section of individuals, in great detail, so as to present a true and unbiased picture of their readership habits. On the media front, it also captures information on television and cinema viewing habits, radio listening habits, and Internet usage. In addition to this, IRS captures information on various FMCG (Fast Moving Consumer Goods) products, usage and consumption, and durable ownership amongst households. Since media and product ownership/ consumption information is captured from the same household, it enables linkages between the media and product data. IRS equips you with information that is truly reflective of the Indian population for making informed decisions.
5. ComScore Digital
ComScore is a global media measurement and analytics company providing marketing data and analytics to many of the world's largest enterprises, media and advertising agencies, and publishers. With the introduction of Unified Digital Measurement (UDM) in May 2009, comScore implemented a solution to digital audience measurement that organically blended both panel and census-based measurement approaches into a single unified methodology. ComScore has developed this proprietary methodology to calculate audience reach in a manner not affected by variables such as cookie deletion and cookie blocking/rejection to help reconcile longstanding differences between the two measurement approaches. ComScore Digital is a competitive intelligence tool that allows agencies, advertisers & publishers to quantify and evaluate the overall display advertising landscape.
The Ad Metrix offers
Sophisticated advertising metrics for over 10,000 sites and 60,000 advertisers/products
2 years of advertising data in monthly, quarterly, annual or custom time ranges
Millions of advertising creative with advanced analysis and downloading capabilities
How does Ad Metrix present its advertising insights?
• Advanced reports, such as advertising by ad type/format, publisher demographics, etc.
• Comprehensive advertiser/product dictionary and ComScore Media Metrix integration
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