OSAKA: A new Peoplemeter television audience measurement service
available since April in Osaka - Japan's second-largest city - has
delivered bad news for advertisers.
Results show a significant decline in target audience ratings versus
measurements by the previously-used diary panel. For some groups, for
example young women, ratings fell by 10 per cent at peak-time.
Andrew Meaden, a director at MindShare Japan, said: "This is very
worrying, especially as TV continues to be negotiated in Japan on a
household rather than target basis. This means clients will still be
paying the same for their airtime though audiences are smaller than
previously supposed.
"Consequently advertisers will need to increase budgets for Osaka to get
the audience impact they thought was being achieved."
Osaka's panel followed extensive lobbying by advertisers, which
eventually forced Video Research, the Dentsu affiliate providing the
service, to act.
But there are no plans currently to extend Peoplemeter coverage of
Japan.
"Most areas have a household rating meter panel which provides simple
data but not about the viewing audience. This crude data is all the TV
stations will consider in cost negotiations," said Meaden.
