news

New appointments to the AIMC- Board of Directors

28/05/2010

Madrid, May 3, 2010.- AIMC, Spanish Media Research Association, held on the 8th of April its Ordinary General Assembly in which they approved their business plan, budget and fees for this year and new members of the Board of Directors were elected:

· Pedro Merino, CEO at Initiative, will hold the Presidency of the Board of Directors

· Adrian Garcia, CEO at Starcom MediaVest Group, and Juan Luis Moreno, Director of Internet Strategy at Vocento, vice presidents of the Board appointed

“Germany's Best Survey 2008” improved yet again

28/04/2010

On April 21, Arbeitsgemeinschaft Media-Analyse (ag.ma) published the coverage data for out-of-home media. But the "ma 2010 Poster" provides more than just the coverage for billboards, city light posters, entire advertising columns and mega-light posters/city light boards: At the same time, it is the largest GPS-based mobility survey ever to be conducted in Germany.

With the ma 2010 Poster, the survey which had been awarded the German Market Research Prize for the best survey in 2008 was further improved. The prize, which could be likened to an "Oscar of the market research industry" is awarded by the Professional Association of German Market and Social Researchers (Berufsverband der Deutschen Markt- und Sozialforscher e.V. (BVM)). It is given out for surveys that are new, innovative and creative, methodologically sound, adequate for the problem at hand and action-oriented. To continue to meet these high demands in the future, ag.ma implemented additional methodological innovations and updates for the current ma 2010 Poster:

1) While mobility data are still collected via GPS measurements and phone-based (CATI) interviews, the latter are now performed with the help of a new path tracking software (TripTracer). This way, the interviewer can check the path descriptions of the participants already during the telephone interview and ask additional questions, if there are inconsistencies.

2) As for all future coverage surveys of the ma, the ma 2010 Poster includes German-speaking foreigners in the survey's population.

3) With the ma 2010 Poster, the coverage survey of the out-of-home media under the umbrella of Arbeitsgemeinschaft Media-Analyse will become part of the planned all-year survey. In the future, the ma Poster will be published annually.

4) In addition, the list of advertising vehicles (billboard, city light poster, entire advertising column, and mega-light poster/city light boards) were updated.

The methodological improvements of the ma 2010 Poster will have far-reaching consequences: The outdoor advertising companies have decided to base the pricing of their advertising vehicles on the ma Poster in the future. As a result, the ma Poster replaces the G-value, which represented the basis for advertising prices in Germany up until now.

The ma 2010 Poster captured the mobility of more than 42,000 individuals in Germany: About 31,000 people were interviewed over the phone and approximately 11,000 people were provided with a GPS device for one week that measures their mobility to a second.

For the results of the ma 2010 Poster and information on the innovations, please visit: http://www.agma-mmc.de.

Germany: ma 2009 Online IV published

27/04/2010

For the fourth time, Arbeitsgemeinschaft Media-Analyse published its coverage data for online media on March 18. The current ma 2009 Online IV features coverage and structural data for a total of 644 online offerings. According to the survey, 43.49 million people aged 14 years and older in Germany belong to the Broadest User Group of the Internet (i.e. they were online over the past three months). This is more than 67.1 percent of the population over 14 years of age.

The first online coverage data were published by Arbeitsgemeinschaft Media-Analyse in June of last year in the ma 2009 Online I. As a result, all media categories – daily newspapers, popular magazines, radio, television, poster advertising and online – are now combined under the all-media umbrella of the ag.ma.

Expansion of the population in Germany: ma integrates German-speaking foreigners

27/04/2010

On March 10, 2010, the ma 2010 Radio I was published, which comprehensively incorporates the coverage data of German-speaking foreigners in Germany for the first time. In November of 2009, the members' assembly of Arbeitsgemeinschaft Media-Analyse (ag.ma) had decided to integrate foreigners living in Germany into the coverage surveys of all media types (magazines, daily newspapers, posters and electronic media).

"The inclusion of foreigners in the ma is not just another step toward representing media coverage in the population even more exactly than before," said Hans Georg Stolz, chairman of the board of the ag.ma. "It is also a political statement in terms of the integration of foreigners residing in Germany."

The new population of the ag.ma now includes 70.56 million people over the age of 14 (previously: 64.82 million Germans). Due to the inclusion of children in the coverage survey, the ma 2010 Radio I now even consists of 73.663 million people over the age of 10 years. The expansion of the ma population enables media coverage data in Germany to be recorded even more precisely in the future. From now on, the coverage data of the other media categories will also be collected and published based on the expanded population.

Media Measurement Council Established in Ukraine - March 24, 2010

30/03/2010

In March 2010 in Kiev, a constituent meeting of the Media Measurement Council was held. Leading industry associations - customers or controllers of media measurement and leading researchers in this area - united to improve media research market.

During the constituent meeting participants discussed the main objectives of the association and agreed plan of action for the near future. Currently any official formalization of the association has not been discussed; the Council is considered to be a self-regulating mechanism of the industry.

The main purpose of this association is to organize a balanced system of all types of media audience research and promotion of media measurement market in Ukraine, including popularizing the idea of joint industry committees for media research.

Among the necessary and first-priority tasks the Council sees a public event for a detailed presentation of its objectives, the creation of the Ethical Code of audience data users – conventions for data use which would take into account both sociological and ethical communication standards, and press-courses on media measurement for journalists to teach basics of all types of media audience measurement.

Companies-members of the Council represent researchers and customers in the following types of media: television, radio, print press, Internet and outdoor advertising, namely: AGB, DOORs, GfK Ukraine, InMind, TNS, Outdoor Advertising Association of Ukraine, Television Industry Committee, Internet Association of Ukraine, Interdepartmental Committee of Radio Measurement, Ukrainian Association of Press Publishers, Ukrainian Association of Internet Advertising.

In Romania, runs the procedure for selection of National TV Audience Measurement Services provider

30/03/2010

Thursday, 04 March, 2010, at National Audiovisual Council of Romania headquarters held the establish meeting of Paritary Committee (COMPAR) for the selection of unique provider of National TV Audience Measurement Services, in accordance with the Audiovisual Law no. 504/2002, with ulterior amendments and completions.

In his first meeting, COMPAR, approved the auction timing, which will run from May 2010 to January 2011 and also discussed the specifications of the tender and had exchanged views on the tender evaluation criteria and procedure.

The next COMPAR meeting will take place in April 2010.

http://www.arma.org.ro/en/press

AIMC Lauches their 12th Online Survey on Internet users

08/12/2009

On October 20th starts ‘Surfers on the Net’, the Internet survey with the largest sample in Spain
This survey has become one of the main tools to deepen the knowledge of the use of the Web in Spain

Madrid, October 20th, 2009. - AIMC (Spanish Media Research Association) launches on the net its 12th survey of Internet Users, ‘Surfers on the net’, that will be active until December 13th. The success of participation achieved in the previous editions, more than 40,000 responses last year, has strengthened this study with the largest sample in Spain, thus becoming one of the best tools to learn in detail the profile of Internet users.

As before, this initiative has no commercial character and is made with the sole ambition of knowing, and then disseminates the status and behavior of Internet users, as well as applications and systems that are the most successful through the Network. Consequently, the results will be of public availability in the AIMC website, where currently you can check all the previous editions.

Given the rapid development and dynamism of Internet use, in this new edition of ‘Surfers on the net’ AIMC has renewed its inquiries introducing new topics of interest and concern to all the professionals involved with Internet use and analysis. This year, among other areas of research, these are the main topics:

• The 'word of mouth' on Internet: do the Spanish people really trust the comments and opinions they read on the net?

• Internet content protected by copyright (music, movies, software...). What do the Internet users think?

• Internet use via mobile

• The activities of Internet users online in the last 30 days

In addition to the news included this year in the survey, the study of AIMC provides very valuable information on the habits of the Internet in our country, frequency of use, the services they use, what kinds of things the surfers buy on the net or what problems found when using the Internet, etc.

From October 20th to December 13th, any Internet surfer can have access to the survey through the website of AIMC (www.aimc.es) and through banners posted on the most visited sites in our country, which are working with the association (over 200) as, for example, media, websites, search engines or universities.

To facilitate participation, there are different versions of the survey and the banners in Spanish, Catalan, Galician and Euskera.

For this twelfth edition of the survey, AIMC has ODEC sponsorship and the collaboration of ‘Páginas Amarillas’, ARGO Networks and Telematics Services.

TIM the French Internet and Mobile Glossary as a cartoon

07/10/2009

TIM: the French Internet and Mobile Glossary as a cartoon

CESP, in cooperation with his partners (UDA, UDECAM, IAB, GESTE, SRI), has developed an Internet and Mobile interactive glossary for the French market, which can be accessed at www.terminologietim.org

This new version of Cesp’s glossary aims to be friendlier and puts the user in control in order to facilitate the research in a playful way.

Its goal is to explain the various concepts and terms used by professionals but also to help non-professionals to get familiar with new technologies and internet language.

This glossary is adapted for the French market and should be checked in different countries in order to become international.

With the support of I-JIC, the first level of this glossary has been translated into English as a PDF file. It will be available soon on this site .

Interview of Giovanni Fabris in German

07/10/2009

WERBEMEDIENFORSCHUNG AUS DER SICHT EINES MARKETINGSPEZIALISTEN
Im Fokus: ganzheitliche Multimediastudien

Giovanni M. Fabris ist Marketing- und Medienspezialist mit langjähriger internationaler Erfahrung und Berater der World Federation of Advertisers WFA1. Aus Sicht der Werbeauftraggeber zeigt er auf, weshalb Reichweitenstudien unverzichtbar bleiben und ganzheitlichen Multimediastudien die Zukunft gehört.

WEMF: Herr Fabris, welche Aspekte der Medienforschung stehen für Sie als Marketer im Mittelpunkt und welches sind Ihre Ansprüche an die Medienforschung?

Giovanni M. Fabris: Einzelstudien für klassische Medien sind im Allgemeinen vorhanden und vom Markt auch gut akzeptiert. Nicht oder ungenügend abgedeckt aber sind vor allem zwei Bereiche: umfassende, ganzheitliche oder holistische Multimediastudien sowie Nutzerstudien zu interaktiven Medien. Ganzheitliche oder holistische Multimediastudien stellen nicht das Medium, sondern die Person in den Mittelpunkt. Das Leben der Menschen wird immer multimedialer, was sich ebenfalls in den Strategien der Werbeauftraggeber widerspiegelt. Nur fehlen zurzeit die Instrumente für das Ausarbeiten solcher Strategien und deren Postevaluation. Die World Federation of Advertisers (WFA) hat die Bedürfnisse der Werbeauftraggeber in diesem Bereich im Papier «Blueprint for Consumer-Centric Holistic Measurement»2 formuliert. Der zweite Bereich, in dem Handlungsbedarf besteht, sind einheitliche Nutzerstudien zu interaktiven Medien. Natürlich gab es im Zuge der Entwicklung dieser Medien verschiedene individuelle, manchmal auch parallele Initiativen für die Evaluation der Nutzerschaften. Es istaber dringend notwendig, diese Studien zu systematisieren und zu harmonisieren. Auch hier hat die WFA kürzlich ein Positionspapier veröffentlicht, das die Bedürfnisse der Werbeauftraggeber in diesem Bereich detailliert auflistet und erste Massnahmen vorschlägt.

Kennen Sie Beispiele, wo solche Medienforschungen schon konkret umgesetzt worden sind?

Verschiedene Joint Industry Committees (JICs)3 sind dabei, Initiativen für holistische Multimediastudien zu starten. Die Mehrheit dieser Studien verfolgt den Ansatz der «Hub Fusion»: Basis ist eine zentrale Studie, in die mittels statistischer Fusion verschiedene existierende Einzelmedienstudien integriert werden. Das erfolgreichste Beispiel ist die Studie «TouchPoints»4, die in Grossbritannien in der dritten Auflage vorliegt. Diese wurde vom Institute of Practitioners in Advertising (IPA)5 initiiert und von den Agenturen wie auch den Medien breit unterstützt. Ein weiteres interessantes Projekt ist «Cross Media» in Frankreich. Dieses wurde vom Institut Médiamétrie in Zusammenarbeit mit dem Multimedia-JIC CESP6 durchgeführt. CESP kontrolliert auch die zentrale Studie sowie die Verfahren der statistischen Fusion.

Welche Rolle spielen für Sie als Werbeauftraggeber und als Berater der WFA die Joint Industry Committees (JICs) oder JIC-ähnliche Organisationen wie die WEMF, respektive wie wichtig sind sie?

Die JICs – ob sie nun multimedial ausgerichtet oder auf eine Mediengattung spezialisiert sind – sind Dreh- und Angelpunkt des gesamten Berufsstandes. Sie organisieren und steuern die Nachfrage nach Medienstudien. Obwohl dabei verschiedenste, teilweise entgegengesetzte Interessen zusammentreffen, werden im Allgemeinen letztlich doch Konsenslösungen gefunden. Dadurch ist auch die Neutralität der JICs gewährleistet. Die JICs sind auch die exklusiven und sehr beständigen Verhandlungspartner für die Marktforschungsinstitute, mit denen sie Modalitäten und Kosten aushandeln. Sie stehen als Garant für die methodologische Übereinstimmung und die Kontinuität der Studien sowie für die Zuverlässigkeit der Resultate. Ein weiterer Vorteil für die Marktforschungsinstitute: Mit einem JIC als Partner an der Seite können sie die notwendigen Investitionen, die vor allem in der Ausstattung (Infrastrutkur, Audimeter, PDAs usw.) und der Datenaufbereitung sehr hoch sind, mit überschaubarem Risiko tätigen.

Wie wichtig ist aus Sicht des Marketers, dass es für die Medien einer Mediengattung sogenannte «Währungsstudien» gibt?

Währungs- respektive Intramediastudien sind und bleiben eine absolute Notwendigkeit. Einerseits natürlich für den Kauf und Verkauf von Werberaum, aber auch für die Medien selbst, um ihre Nutzerschaften und deren Entwicklungsverlauf zu kennen. Und für die Werbeauftraggeber, Agenturen und Vermarkter sind diese ebenfalls unerlässlich, um Mediaplanungen für bestimmte Zielgruppen zu berechnen, zu verhandeln und zu realisieren. Im Gegensatz dazu sind holistische Multimediastudien nicht dazu da, die Leistungskontakte verschiedener Medien zu vergleichen. Diese Intermediastudien sind notwendig, um feststellen zu können, ob, wie und mit welcher Intensität jede einzelne Person mit jedem für die entsprechende Kampagne eingesetzten Medium in Kontakt gekommen ist. Oder metaphorisch ausgedrückt: Man würde doch nie einen Vergleich zwischen dem Besuch bei einer Person und einem Telefongespräch mit derselben Person anstellen, auch wenn es nützlich und oft auch notwendig ist zu wissen, ob diese Person einen Telefonanruf, einen Besuch, beides oder keines von beiden erhalten hat.

Für Marketers ist der optimierte Return on Investment (ROI) zentral. Bestehen dadurch Forderungen für die Werbewirkungsforschung?

Jedes einigermassen professionelle Unternehmen überprüft das erzielte Resultat – dies gilt für jede Investition und damit auch für die Marketingkommunikation. Der Wert der Werberäume wird zumindest langfristig durch die erzielten Resultate der darin platzierten Kommunikationsmassnahmen definiert. Konsequenterweise sollten sowohl Einzelmedienstudien wie auch holistische Studien prognostische und beschreibende Indikatoren für die durch die Marketingkommunikation zu erzielenden oder bereits erzielten Resultate beinhalten.

Interview geführt von Karin Jost

((Fussnoten))

1) WFA, World Federation of Advertisers: Die WFA ist die einzige globale Organisation, die die Interessen der Werbeauftraggeber vertritt. Mitglieder sind 55 nationale Werbeauftraggeber-Verbände auf 5 Kontinenten sowie weltweit 50 Top-Werbeauftraggeber,

www.wfanet.org.

2) Blueprint for Consumer-Centric Holistic Measurement, Grundlagenpapier zur holistischen Multimediaforschung als Download in vier Sprachen, www.wfablueprint.org.

3) JICs und JIC-like Organisations: Joint Industry Committees, Organisationen unter

Beteiligung aller Marktakteure: Medienbesitzer, Agenturen und Werbeauftraggeber.

4) TouchPoints, www.ipa.co.uk/Content/TouchPoints-Site-Home.

5) IPA: Institute of Practitioners in Advertising: Grossbritanniens grösster Verband für

Marketing- und Werbeagenturen mit rund 260 Mitgliedern, die rund 85 Prozent aller

Werbausgaben verwalten, www.ipa.co.uk.

6) CESP, Centre d’Etude des Supports de Publicité: CESP ist ein Multimedia-JIC und damit grösste Branchenforschungsorganisation zur Mediennutzung in Frankreich, www.cesp.org.

7) ESOMAR: Weltorganisation für bessere Markt- und Meinungsforschung mit 5000

Mitgliedern. Ihr Zweck ist die Förderung der höchsten technisch-methodischen Standards in der Markt- und Meinungsforschung sowie das Ausarbeiten ethischer und berufsständischer Verhaltenskodexe, www.esomar.org.

8) ARF, Advertising Research Foundation, New York: Internationales offenes Forum für Marktforschung, Networking und Beratung. Mitglieder sind die grössten Werbeauftraggeber weltweit, Werbe- und Mediaagenturen, Medien, Forschungsinstitute, Verbände und Universitäten, www.thearf.org.

((Bildlegende))

Giovanni M. Fabris ist CEO von Fabris Media Marketing Services in Paris. Er war lange Jahre auf Werbe- und Mediaagentur- wie auch auf Kundenseite international tätig. Er ist Berater der WFA und Mitglied in verschiedenen internationalen Organisationen wie ESOMAR7 und ARF8.

From AIMC - Spain : Nielsen Online will incorporate EGM Data

29/07/2009

Nielsen Online will incorporate EGM data to its audiences’ panel

Madrid, June 2009.- Nielsen Online has reached an agreement with AIMC (Spanish Media Audiences Association), to integrate EGM’s data on the evolution of internet users during the second half of this year within its panel metrics.

According to this, Nielsen’s NetView panel will use EGM’s universes as a reference measuring the activity of Internet users. NetView currently monitors 30,000 individuals in real time.

In such manner, questions like how many Internet users are there in Spain, or how are they distributed by age or sex, will have a single answer. It will allow comparative measurements between Internet and other media such as television, newspapers or radio, by using the same source data as reference.

The aim of this agreement is to integrate Internet as a standard media within the media mix, providing a consensual agreed data regarding Internet’s use in Spain, one of the points that have long been demanded by both, the Mesa de Mediciones Digitales and the IAB/AIMC Digital Metrics White Book.

Besides, this initiative, equally driven by the Nielsen Online Clients Committee, will be incorporated and automatically implemented in the subsequently measurement projects that the company will launch in the future.

According to the executive chairman of AIMC, Carlos Lozano, "this commitment complies with some of the requirements demanded by the working group that we formed with IAB (Interactive Advertising Bureau), and confirms the role of the EGM as the study of reference for the research of media and its audiences within the Spanish market".

On his side, Gustavo Núñez, general manager of Nielsen Online Spain, emphasized that "this agreement is an important step for settling the groundwork for an standardized measurement, which will provide more clarity to the audience of the web”. "Both agencies and advertisers”, concludes Núñez, “will have a common reference for Internet users universe, allowing a better comparison between the Internet and other media such as TV."

AIMC is a non-profit organization which currently has 163 associated companies, among which are major media (television and radio channels, Internet sites, newspapers, magazines, advertising film distributors, exclusive exterior, etc.). and relevant firms in the advertising industry (advertisers, media buying agencies, independent consultants, etc.).. Its objectives are the research and the measurement of media audiences and to distribute their reports among their partners. AIMC is a member of The International Association of Joint Industry Committee (I-JIC). For more information visit www.aimc.es

Nielsen Online is a division of The Nielsen Company, created by the integration of Nielsen / / NetRatings and BuzzMetrics, which provides independent measurement services and online audiences analysis, reports of online videos and ads consumption, as well as studies of the Internet users behavior and analysis of the content generated by users (consumer generated media, word of mouth ...) etc.. In this way, the services and products from Nielsen Online provide specific information to each customer in order to help companies to make critical decisions in their marketing strategies in Internet. For more information: www.nielsen-online.com.
The Nielsen Company is a global company of information and media, leader in the market and with recognized brands in the market information (ACNielsen), media information (Nielsen Media Research), media measurement and analytics web (Nielsen Online, formed by NetRatings and BuzzMetrics), fairs and trade media (Billboard, The Hollywood Reporter, Adweek). The company, privately owned, has a presence in more than one hundred countries Its headquarters are located in New York (USA). For more information visit www.nielsen.com

Worldwide Members

I-JIC is the international organisation which represents JIC organisations involved in media audience measurement and research or in auditing of media audience measurement.

What is a JIC?
A JIC (Joint Industry Committee) is a nonprofit-orientated, neutral organisation in which all key players of an advertising market, i.e. normally advertisers, agencies and media owners, are represented.