• Subscribe to our newsletter
The Media Online
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
The Media Online
No Result
View All Result
Home News

A model to drive media audience measurement into the future

by Daya Coetzee
November 19, 2013
in News
0 0
0
A model to drive media audience measurement into the future
Share on FacebookShare on Twitter

The best way to picture the Future Proofing Survey’s (FPS) recommendation for audience measurement in South Africa (SA) is to imagine a car. The chassis is a media industry establishment survey and the wheels are currency surveys conducted by Joint Industry Committee (JIC) structures. The wheels are television, radio, print and out-of-home (OOH) currency surveys and when properly aligned to the chassis, South African media research can drive industry into the future with confidence.

The establishment survey provides the means to link all industry research through data fusion and offers a holistic solution to marketers and media agencies. In other words, the media industry establishment survey allows for a common point of departure and comparison of inter-media audience measurement. The audience research is conducted independently by each media sector JIC and the establishment survey ensures that all industry research uses the same population numbers, demographics, etc., through the establishment survey. The currency surveys (eg. television’s TAMS, radio’s RAMS, print’s PAMS etc.) use the establishment survey to draw samples which then get weighted correctly to the population.

This collaborative approach provides the means, at a macro level, for inter-media comparisons and budget allocation, bringing other media stakeholders, the marketers and industry associations, together. It is the most cost effective approach, providing for bigger sample sizes or greater frequency.

All media types need to participate in the establishment survey for it to be beneficial to the agencies for inter-media comparison.  Those that don’t participate may well be prejudiced, as the agencies will be unlikely to use a multitude of sources. It will be essential to have extensive consultation with all stakeholders and users of the research when setting up the new JIC structure paradigm. In other words, the end user will need to be part of the new audience research frame.

The FPS project was undertaken by Jos Kuper and a task team, who were commissioned by industry through the auspices of  South African Audience Research Foundation (Saarf) to look into the best way forward for South African media audience measurement. As part of the five phase research project, they evaluated the best international JIC structures and operations during April and May 2013 and then gave their recommendations for a model that could work in the SA media research landscape.

This was established prior to the withdrawal of the NAB from Saarf.

“The value of an establishment survey was based on a model from the Netherlands where all the JICs collaborate to commission a joint establishment survey,” says Kuper. “The survey is used as a source of census information on demographics and to monitor changes in media equipment ownership and media usage. This allows for a common currency and weighting parameters for all media. It also simplifies the process for agencies when doing inter-media comparisons.

“Experienced fusion experts in the audience field should be consulted to find out exactly what is required for fusion links. The industry needs an intensive examination of the kinds of questions that are required on the inter-media front if we are to avoid one medium receiving a disproportionate advantage over another,” she says.

“Given the NAB decision to commission future audience measurement research directly, it is hoped that the project’s findings will assist the NAB and other prospective JICs (such as a PDMSA/PAMS) to establish the necessary structures and research framework based on recognised international best practice.”

The TAMS contract is already up and running and will continue to do so for the next five years, TAMS will continue and the NAB JIC will manage it from 2015 onwards.

Internationally different elements of the audience research measurement process are often contracted to different suppliers. Relationships between JICs and with contractors must be well defined and carefully monitored. There are often strong interrelationships between different JICs in sharing components of the survey mix, to ensure a common point of departure, whatever the media type, as well as to lower costs.

A JIC is any structure, organisation or association responsible for the commissioning or control of industry audience research. Such entities, chiefly comprising media-owners, advertisers and agencies, operate in a myriad of different ways across the assessed markets. The FPS international investigation did not set out to recommend one preferred model, as in each case, the JIC structure has evolved to accommodate local markets and requirements.

The project scope was agreed with the FPS committee in 2012 and usage and perceptions of Saarf’s current products and processes across a wide ranging spectrum of stakeholders was assessed. In addition, perceptions of future needs in terms of the changing media landscape and technology developments were identified. Local and international precedent, trends, technical opportunities and industry research models were investigated. The pros and cons of each was explored and the extent to which they represent an opportunity in the South African context was articulated. Recommendations on potential solutions that could be developed into an implementation plan were then provided.

The Task Team consisted of Jos Kuper and Lauren Shapiro of Kuper Research and Peter McKenzie and Clive Corder. WEMF in Switzerland and AGMA in Germany were visited as well as the Broadcasters Audience Research Board (BARB), the UK Online Measurement Company (UKOM), ROUTE UK (the trade associations for the buyers and sellers of outdoor media), the National Readership Survey (NRS) and the Radio Joint Audience Research (RAJAR) in the UK.

Screen Shot 2013-11-19 at 6.11.58 AM

Image: Wikimedia Creative Commons

Tags: audience measurementbest practiceNational Association of BroadcastersPamsPDMSARAMSSAARFTAMS

Daya Coetzee

Daya has over 15 years work experience. Her academic qualifications include a BA in journalism and psychology, an Honours Degree in features writing and photojournalism from Rhodes University and a MA in performance art and film from WITS. Her practical experience in PR and management ranges over a variety of sectors: print, broadcast & out-of-home media, marketing research, finance, DIY, magazine & book publishing, business administration, fine art, photography, NGO's, special needs schools, hospitality and even cherry farming.

Follow Us

  • twitter
  • threads
  • Trending
  • Comments
  • Latest
Kelders van Geheime: The characters are here

Kelders van Geheime: The characters are here

March 22, 2024
Dissecting the LSM 7-10 market

Dissecting the LSM 7-10 market

May 17, 2023
Keri Miller sets the record straight after being axed from ECR

Keri Miller sets the record straight after being axed from ECR

April 23, 2023
Getting to know the ES SEMs 8-10 (Part 1)

Getting to know the ES SEMs 8-10 (Part 1)

February 22, 2018
Sowetan proves that sex still sells

Sowetan proves that sex still sells

105
It’s black. It’s beautiful. It’s ours.

Exclusive: Haffajee draws a line in the sand over racism

98
The Property Magazine and Media Nova go supernova

The Property Magazine and Media Nova go supernova

44
Warrant of arrest authorised for Media Nova’s Vaughan

Warrant of arrest authorised for Media Nova’s Vaughan

41
AI in sponsorship: Beyond the buzzword

AI in sponsorship: Beyond the buzzword

May 9, 2025
Upping the ante: Tracking the year-on-year growth of gambling in SA

Upping the ante: Tracking the year-on-year growth of gambling in SA

May 9, 2025
Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

May 9, 2025
Social media platforms are replacing Google

Social media platforms are replacing Google

May 8, 2025

Recent News

AI in sponsorship: Beyond the buzzword

AI in sponsorship: Beyond the buzzword

May 9, 2025
Upping the ante: Tracking the year-on-year growth of gambling in SA

Upping the ante: Tracking the year-on-year growth of gambling in SA

May 9, 2025
Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

May 9, 2025
Social media platforms are replacing Google

Social media platforms are replacing Google

May 8, 2025

ABOUT US

The Media Online is the definitive online point of reference for South Africa’s media industry offering relevant, focused and topical news on the media sector. We deliver up-to-date industry insights, guest columns, case studies, content from local and global contributors, news, views and interviews on a daily basis as well as providing an online home for The Media magazine’s content, which is posted on a monthly basis.

Follow Us

  • twitter
  • threads

ARENA HOLDING

Editor: Glenda Nevill
glenda.nevill@cybersmart.co.za
Sales and Advertising:
Tarin-Lee Watts
wattst@arena.africa
Download our rate card

OUR NETWORK

TimesLIVE
Sunday Times
SowetanLIVE
BusinessLIVE
Business Day
Financial Mail
HeraldLIVE
DispatchLIVE
Wanted Online
SA Home Owner
Business Media MAGS
Arena Events

NEWSLETTER SUBSCRIPTION

 
Subscribe
  • About
  • Advertise
  • Privacy & Policy
  • Contact

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?