Advertisers are increasingly investing their own money in
superstructural media research - media research on top of existing
research provided by the industry - according to a survey carried out by
the Incorporated Society of British Advertisers.
ISBA carried out its own research into members’ research activities
after picking up ’a general agreement that current research was not
serving the industry’s needs entirely,’ the body said.
The new survey found that 74 per cent of respondents are undertaking
some kind of superstructural media research. Of these, 28 per cent said
they were conducting work to determine more details about media
consumption, such as the effect of in-break position or programme
The survey also showed that 21 per cent of respondents claimed that they
were conducting work into the effect of space size or position within
publications, and 65 per cent said they were undertaking media auditing
Of the advertisers surveyed, 62 per cent regarded this kind of research
as ’an ongoing investment’, but ISBA’s survey did not reveal whether
this meant they were increasing or decreasing their spending in this
ISBA’s questionnaire attracted responses from 50 companies. Between them
they spend pounds 4.8 million per year - nearly half BARB’s annual
budget and more than twice the cost of the National Readership Surveys -
on superstructural research.
Bob Wootton, director of media and advertising affairs at ISBA, said:
’We believe this survey provides quantitative evidence that advertisers
really do want to know more and are prepared to pay for that