ITV contractors in London are failing to provide advertisers with enough
information on the sought-after, lighter TV viewers, according to the
Association of Media and Communication Specialists.
Amco has hit out at changes to the way the London TV audience is now
being measured and is complaining about an increase in the panel of
viewers used to provide audience figures in London.
The disagreement centres on the recent addition of an extra 50 homes to
the Barb panel in London. The new homes have been paid for by Carlton TV
and LWT as a way of boosting the sample in the Capital to make it more
representative of the population.
However, Amco claims that the extra homes will be chosen exclusively
from heavier ITV-viewing C2DE over-55 heads of households - the less
economically active and the least well educated.
John Billett, the chief executive of the Billett Consultancy and Amco’s
spokesman on research, said: ‘If there is the money for extra samples it
is unfortunate that trading practices mean Carlton/Laser will get a
better return from extra research among downmarket OAPs.’
Tony Hopewell Smith, head of audience research at Carlton, denied the
changes were a ploy to increase ITV’s audiences in London. ‘This is
simply about making the Barb panel more reliable and consistent,’ he