Hot Topic - Measurement
Where smartphones and tablets are more popular than pets, big television operators are rushing to find a marketing advantage in the “second screen.” Always walking on the edge, advertising people want a clear pathway to consumers’ hearts and minds. Data extracted from social media, even if limited to the legal stuff, when combined with TV viewing data is today’s nirvana for media buyers.
Competitive markets in times of economic stress face changes galore. Promotion and marketing leaps to attract attention. Formats are born, discarded and born again. Every broadcaster looks for an edge. Then the measurement changes.
Media measurement blends science, art and a little faith. Methods are strict, typically, following the usually and customary blessings of social scientists and statisticians. Computing power and the web has brought mountains of data to all wanting to know who hears, sees and, now, clicks. The more you look at it, the more it moves around.
Every measurement service hears the same thing from broadcasters. When ratings are up, credit the brilliant programming. When they’re down, blame the measurement. But even with good ratings some broadcasters are questioning the methods.
The ubiquity of the mobile phone has become a basic building block of the media world. Only cave-dwellers question the power of this device, loved by consumers, to deliver a different business model. The measurement people know this.
The fun – for some – in looking at new audience figures is seeing which stations are up and which are down. Measurement companies take that fun away when changing methods and systems. Oh, well, we must look forward.
Also see in ftm Knowledge
Media Measurement - Changing Times
The times are changing and so is media measurement. Big research companies are changing and growing. And governments are putting in their hands. Includes: mobile and internet metrics, electronic measurement systems and device descriptions, PPM (US) debate. 73 pages PDF (January 2009)
Available at no charge to ftm Members, others from €19
Hot topics click link for more
Streaming Everything – new
Great streams of media are flooding digital devices, faster and faster with each new G. Streaming audio and video are either the surfboard riding the digital wave or just another tech Titanic. As investors pile in the cash broadcasters experience another panic attack. This story's just beginning. 49 pages PDF (January 2016)
Media in Poland – new
Poland is the largest media market of the newest EU Member States and the changes have often been surprising, sometimes radical and never ending. Publishers, broadcasters and new media are plentiful, talented and under constant stress not only from competitors. 122 pages PDF, includes updated Resources (January 2016)
We've Gone Mobile - And Nothing's The Same
Consumers have taken to smartphones in huge numbers. Competition among device makers, telecoms and content producers has created an insatiable demand. With so much volume markets are fragmenting... and nothing's the same. 152 pages PDF (August 2015)
More ftm Knowledge files here
Become an ftm Individual or Corporate Member and order Knowledge files at no charge. JOIN HERE!
ftm Knowledge files are available to non-Members at €49 each.