ISBA questionnaire highlights a media research shortfall

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.

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

environment.



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

projects.



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

area.



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

information.’



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