Media shops pushing single research study

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