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
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