Globalizing Media Research?

Globalizing Media Research?

Bucknull & Masson/SSL • Media research design consultants • (Not in the data collection business) • Clients include the top three research networks, many local research companies and JICs • Spread over 12 countries in Europe and ASIA • Developed research designs and data integration tools to create multi-media data bases that simulate long term panel/Diary data (can include, Press, TV, radio, Web (fixed, mobile, tablets), DM/SMS and OOH) • Multi-media planning software (Sesame)

Global • Global communication • Real time information flow

Local • We live local • Family and community information - who has married who and why the local school/hospital is being closed

A continuum of ‘content’ interest from local to Global • Giving rise to ever increasing ‘content’ ‘footprints’ • From local, regional national and – sometimes – international. • Each financed, in part by advertisers with the same distribution ‘footprints’

But the advertising support continuum breaks down here • At the border: • And thereby the advertising support for cross border ‘content’ distribution

Here is the main reason for this The ‘Tax Man’ Plus his counterpart in every other country of the world!

Multi-national company structures • Function of national tax levels, investment incentives and import/ export tariffs • Tax depends on where the ‘seat of management lies’ • Double taxation treaties not always overlapping. • Country control has to be throughthe ‘bottom line’

‘Multi-national’ marketing • Leads to differences in product branding and positioning.

‘Multi-national’ marketing • Leads to differences in product branding and positioning. • HQ could not directly ‘control’ local marketing for tax reasons (and also local competence reasons) • Advertisers needed a ‘global medium’ of significance that could be bought centrally but impact locally to strengthen brand positioning

Sponsorship is the ‘Global medium’ • Creating/using Global sports and cultural events (Olympics, Formula 1 etc.) yielding massive Global TV coverage • TV program and computer games sponsorship (product placement) with Worldwide national distribution • Global Corporate PR in which ‘Social Media’ and ‘Search’ are increasingly important

‘Global’ marketing impact on media research • Virtually zero • Taxman has insured cross country marketing is ‘multi-national’ • So all the ensuing services are organized nationally – including media distribution (radio and TV) and supporting media research • This also made sense in terms of language and cultural differences

Documenting Sponsorship value • Is a compilation task using existing national media research data • from ‘mediametri’ in France consolidates TV ratings from 80 countries/2000 channels Worldwide • Similar services consolidate print and Social Media ‘mentions’ (e.g. Gorkan Group London)

No pressure to harmonize national Media Research • Media research methods vary significantly country to country including the WEB • Very difficult to derive comparable media cpt’s country by country • The exception is TV with harmonized ratings – only 4-5 major suppliers. • As this is the primary medium of most branded goods advertisers no demand for cross- country harmonization of the other media

The advertiser’s ‘need to know’ his different market/media positions • For local market management performance monitoring and for market investment/resource allocations. • Data independent of local management • Needs market consumption/ market potential and U&A data linked to media exposure data • Hugely expensive task to collect on a Worldwide basis

Global Network • TGI media/market concept started late 60’s’ in UK • Franchised around World following the standard media, demographic, product and attitude questionnaire. • Less standardized where companies acquired or another research company makes its existing similar surveys available • Nevertheless offers comparable data for52 product categories in 62 countries

Global Network • Equally important is the market relevance of each survey universe. • Local universe choice is a function of the country’s economic development(poorer markets may include only urban areas and higher SEC’s) • So for a multi-national fmcg advertiser’s perspective the locally selected universe will likely represent their marketing and distribution universe(and thus relevant to the resource allocation decisions)

Global Network developments • TV panel data integrated in some markets (cross media scheduling against specific targets) • ‘Main shopper’ TGI respondents linked to Kantar’s scanned FMCG household purchase data (giving insights into media targeting and advertising response) • Media/market research data remains local, while TGI Global provides the convenient global access through local data ‘packaging’

Are there really no Global markets demanding Global media research? • Global financial markets • Corporate B2B(served by FT, WSJ, IHT, B/W, Economist, Euromoney, Forbes, Fortune, HBR, CNBC, CNN, BBC World, Bloomberg) ----------------------------------------------------- • High end consumer/corporate image • The air-travel market (served by TIME, Newsweek, FT, WSJ, IHT, B/W, Economist, Inflight Magazines, CNN, BBC World, Euronews, Aljazeera, Russia Today, Sky News, TV5 Monde, Travel Channel)

The universe issues in Global/Pan research • Matching media reach significance and a universe of marketing relevance. • Ability to sample these small universes

Two main (Global) Studies • The ‘BE’ (Business Elite) series – for USA, Central Europe, Middle East, Asia, Australia and Japan with pilots in India and China. Universe under 1million • EMS(European Media and Market Survey) andPAX.EMS extended to Central Europe, Middle East and Africa and is being harmonized with PAX in Asia. Covers some 50 markets outside of the US and a universe of 60m. in markets covered • Both studies conducted by IPSOS-CT, also conduct Mendelsohn Affluent survey in the USA- can potentially link to the EMS/PAX

‘Global’ methodologies (1) • BE- Comparable published directories of companies, banks and insurance establishments in each country used to draw random sample of those with 250+ employees • Central telephone calling to establish in each sampled company who performs a selected list of top management job functions. • 8 page mailed questionnaire in local language to specific individuals for self completion • Originally response rates 50+%, now in 30’s

‘Global’ methodologies (2) • EMS/PAX – RDD of fixed private telephones. Screening and recruitment for full interview • Criteria: h/h to be in the top 20% of all h/h’sin the country (by income). The individual selected was the main income earner. • Media and base demos by telephone (from central call centre in local language) followed by (16 page) postal self-completion questionnaire • Declining response rates/increasing costs precipitated move to Web self-completion and use of split questionnaires with missingdata ascribed.

‘Global’ media measurement • BE – largely print oriented. RR and frequency and probability expansion for R&F • EMS/PAX – multimedia focus, Similar BE for print plus crude probability model for TV day-part and week-part viewing and for web reach. Purports to offer cross media (Print, TV, Web) analysis • Both Print and TV data bear limited relationship to nationally studies • Recent attempts to improve TV and web models

Sweden Reach index 100 175 Natn’l TNS study EMS 2012 2012 Earn 350k+SEK net personal MIE in top 20% h/h Universe 1,433,000 1,295,000 % reach (AIR)

Singapore Reach index 100 148 Nielsen C&S studies PAX 2012 2012 Earn 3500+S$ net personal pm Senior executive status Universe 741,000 702,000 % reach (daily)

EMS 40m. W. Europe universe All Int’l print All Int’l I TV % reach

PAX 10m. 10 country Asian universe All Int’l print All Int’l I TV % reach

International Media in Relation to Total Population International media (Print and TV) net reach in total population EMS Europe 350m. PAX Asia (urban) 500m. 100% reach = no significant role for multi-national fmcg marketers

Global/local in Africa The same multi-national marketing conditions apply

But new research methodologies will open up • Estimated 735m mobile subscribers by end 2012 =70%+ population penetration 70% of these will be Internet enabled by 2015 =50%+ population Internet access, but actual usage levels??? Huge social, political, educational and economic implications

For sampling and interviewing • RDD of mobile numbers -better random samples with no area or homes clustering • CATI interviewing system -better interviewer control, faster data reporting, more economic data entry

For sampling and interviewing • Mobile calls will be cheap enough to run pre-screening interviews • Enabling random selection of special interest groups (B2B, car owners etc) • Panel recruitment for ongoing electronic/passive monitoring (TV, Internet shopping scanner)

For sampling and interviewing • Will give rise to (multi-lingual) call centers (calling across borders) • Unfortunately (for MR) it will also give rise large volumes of Direct Marketing calls (often from the same call centers) • This has killed MR telephone response rates – especially UK

For sampling and interviewing • CATI fixed line interviews less favored for ‘currency’ print Media Research in Europe/Asia - limited interview time - No visual stimuli - Changed reach levels from personal interview • Exception B2B, pan regional and 10 of the 75 countries reporting their survey practice to the PDRF

For sampling and interviewing • Mobile interviewing has only been used for fixed line ‘top up’ developed markets • For Africa it will be mainstream • Will demand innovative questionnaire design incorporating voice, web links and apps with promped self completion • Short but multiple interviews by appointment with same respondent, modeling of missing data

And cross-country in Africa? • Marketing is still multinational but • Unlike developed markets purchasing power in African markets is heavily skewed to a limited population segment • If there are media (TV) with a Pan African footprint but with local market and language subscription feeds the media universe and the marketing universe can co-incide • The funding then becomes feasible

And cross country in Africa? • Not just a financial issue, for acceptance in each market the cross market survey must be relevant and serve also national media • Otherwise data will not be accepted at the national level • Further in the long term TV panels will appear in many markets as the ‘currency and Pan Regional channels with local significance will migrate to these data’

Data harmonization across Africa (PAMRO) • Research companies compete on the basis of difference • But there are basic that could be harmonized (demos, LSM, print model/TV rating definition). • Easier to do while the Media Research industry is relatively young. • If data is ‘packaged’ regionally for the multinationals, some additional revenue

But the real media research challenge is - ‘content/ads delivered via the www • From the hype one would imagine that digital media have taken over 100% of all marketing communication • And there is but one global medium providing fully accountable targeted reach with one stop ad. buying • ‘Roll over’ traditional media and media research and die!

In perspective • Group M/e-Marketer estimate for 2012 digital ad.media at 20% share of worldwide spend (US$98bn out of US$490bn) • With Social Media and Mobile shares each at around 1% of total spend • Very important but not omnipotent • Still some years before they reach TV share at around 33%

Will the Web change the global/ local marketing equation? • Not a great deal • It gives Multi-national HQ’s additional global distribution of the sponsorship of events, games and TV programs and from the associated Social Media chatter and indeed ‘seeded’ social media chatter • But ‘search’ and Corporate web sites have to present ‘content’ relevant to local market products, pricing and distribution. • And that means local market input/control

Will the Web change the global/ local marketing equation? Multi-national site broking (e.g.InMobi) - Convenience buys of www site packages within or across countries • Possible HQ corporate campaigns that sit above and do not interfere with local markets campaigns • Export marketers • Local only if they can beat local buyer on price • Many precedents for this in ‘real’ print

The real issue – measuring web ad. exposure in relation to traditional media • The Web provide media owner research - it acts as judge, jury and executioner • In theory it is totally measurable - every ad. served to every browser contact and ad. click-through is recorded (by the second) • Browser behavior interest can be tracked giving rise to behavioral targeting • Might be enough for ‘commodity’ trading but not for serious cross media planning

The real issue – measuring web ad. exposure in relation to traditional media • ‘Currency’ research needs to be independent of the media owner. • Browsers can be many people, or people can have many browsers. ‘Unique Visitors’ a very poor indication of net reach • Browser ‘impressions’ can be technical (not from people) and can be manipulated • The (poor) Reach estimates relate to the Web universe (not the ‘real world’ marketing universe)

The real issue – measuring web ad. exposure • Behavioral targeting (while not without potential) is totally non transparent at present. • Every browser cookie (often short-lived) has a behavior track quite different from any other. Providing common data to all browsers is a huge and dubious attribution task. • More critical is that duplication patterns are not available between different Web access modes for the same person

Globalizing Media Research?