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Simple solutions to disruptive measurement challenges

Audience measurement is vital for all media from print to TV, radio and digital because it allows editors and broadcasters to plan their content and advertising space and for advertisers to assess the best opportunities for a successful campaign.

At last year’s PAMRO All Media Research Conference in Lagos, Nigeria, Ipsos put forward a scenario of how audience measurement has grown exponentially, over four phases, from its early days in the 1900s when the Audit Bureau of Circulations was created in the United States for publishers to measure newspaper and print circulation to the fragmented space in which we find ourselves now, as a result of the plethora of media channels and devices.

Their presentation offered a solution to what they call the Fifth Age of Audience Measurement where research methodologies need to be re-calibrated in response to a fast-changing media environment “where the quest for total understanding of audiences is higher than it has ever been. It is also an era where politics and economics are far greater barriers to progress than technical concerns.”

Audience Measurement 5.0 aims to employ device-agnostic surveys, passive data collection, the integration of multiple data sources with traditional survey data and skilled human practitioners and encourages co-operation among different media and resource sharing to overcome financial barriers.

At this year’s PAMRO All Media Research Conference, which takes place from 25 – 28 August 2019 at Hilton Mauritius Resort and Spa, Flic-en-Flac, Pushkar Kulkarni and Neema Wamai from Ipsos, will present an update on their progress in a paper entitled Simple Passive solutions to ‘Disruptive’ Challenges. Drawing on case studies, the presentation will show how passive simplicity, coupled with science allows deep dives into data that result in actionable insights

For insight into the passive simplicity and other compelling research, be sure to book for #PAMRO2019 brought to you in proud partnership with DSTV Media Sales, Nielsen, GeoPoll, Ornico, Plus 94, Ipsos and Quest.

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