Advertisers react to research failings by doing it themselves

Advertisers are frustrated by the general quality of industry media research and are being forced to take action themselves to supplement their knowledge of media consumption, delegates at last week’s Campaign Media Research conference were told.

Advertisers are frustrated by the general quality of industry media

research and are being forced to take action themselves to supplement

their knowledge of media consumption, delegates at last week’s Campaign

Media Research conference were told.



Major advertisers are going through a sea-change in the way they

approach media research, according to Bob Wootton, the director of media

and advertising affairs at the Incorporated Society of British

Advertisers, and are no longer prepared to sit on the sidelines.



Wootton said there was too much resting on laurels by the media research

bodies such as the TV audience measurement organisation, BARB, and that

advertisers are having to step in.



’Advertisers are realising the need to come up with constructive

alternatives which can be used as levers in media negotiations.

Advertisers are starting to come up with well-formulated alternatives

and complements to what currently exists. We’re having to do it

ourselves because no-one else is doing it.’



Wootton’s comments followed a presentation by Dominic Owens, the head of

marketing communications at BT, which suggested that advertisers could

work together to fund supplementary research on how people actually use

media.



Laurence Haselhurst, the media and marketing services manager at

Pedigree, said ISBA was looking at the possibility of hooking TV

research into the AGB Superpanel peoplemeter research into consumer

behaviour.



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