HONG KONG: Media agencies have begun informal talks on producing a
single survey across key mediums in a move to add greater depth to the
profiling of Asian consumers.
The plan is to have a single survey currency for readership, television
viewership and the internet.
There are currently two main studies conducted across the region:
ACNielsen's ATMS and AMI's Pax surveys, which are conducted every two
years. The next set of results is due to be released by the end of the
year.
While both surveys have much in common, including methodology, results
differ at the best of times and conflict at the worse.
Agencies have proposed setting up an independent joint industry council,
along the lines of what exists in the west. Membership in the council
will include media agencies, owners, governments and advertising
associations.
Informal discussions have also been held with research houses, but none
were available for comment.
Under the plan, council members would determine the objectives of a
survey and invite research houses to pitch for the project.
OMD director of communication insights for Asia, Peter Allen, said:
"From a regional media perspective, we're looking for a better way.
There is currently a great deal of overlap and there are instances of
conflicting data, which is time consuming to resolve. There is also
insufficient depth.
"If ATMS and Pax could be combined as one project then there would be
double the money to put together a more robust sample, which would
provide us with more details and insights," he added.
Adrian King, MediaCom director of media research and strategic planning,
said setting up the council would not mean higher prices as media owners
normally foot the bill through sponsorships.
However, he said that it would be in the interest of all media owners to
participate since the council would guarantee the best quality of data
integrity at the lowest prices.
"And if the research house does not adhere to data quality issues, they
won't get paid," King said.
MindShare Asia-Pacific research director Annette Nazaroff said the
sample size of the current ATMS and Pax studies were too small which
"reduces the analysis potential".
Media agencies have been emboldened by an early success in Hong Kong;
just a few months ago, a joint council for television was set up, with
ACNielsen contracted to handle the research.
A similar television council is in the pipeline in China, where
ACNielsen and Taylor Nelson Sofres are fighting a vicious peoplemeter
battle.
King believes the China TV council could be operational by the end of
next year.
If this pushes through, its membership will include media agencies,
owners such as China Central Television, Beijing Television and
Guangzhou Television, government officials and the World Federation of
Advertisers.
