Main Audience Measurement Tools Used In Strategic Media Planning
Having access to tools / sources is essential in having a global awareness of our consumers, the marketplace and potential competitors. Using tools & audience measurement figures we are able to offer our clients improved strategic recommendations based on precise, reliable and updated figures. To be able to do this there is a wide range of research tools available. We are going to walk you through the most relevant and widely used ones in Europe, Asia & USA.
Measuring TV audiences, based on the traditional format of audiometers that Nielsen started in the 40s.
It is currently present in over 40 markets worldwide. It is mainly used in Europe in countries like Spain, Norway and UK (that also uses BARB) and Asia (Philippines, Singapore, Vietnam…) Kantar has changed the way it measures audiences adapting to the change in consumption in the last few years. It now takes into account the audiences of guests and in second homes.
Offering up the measurement of several different media (tv, print, radio, outdoor & online) as well as insights into markets and consumer knowledge. Mainly used in Europe (particularly for measure TV audiences in Germany and Holland.) Used in over 60 countries with 2 million panellists in 15 different countries.
Very well established in France for measuring audiences and providing media studies for TV, cinema, radio & digital. Glance forms part of Médiamétrie specialising in TV media in international markets. They offer up audience for more that 7.000 TV channels in more than 120 counties.
The main source of audience measurement in Spain. Controlling radio, print, TV, cinema & digital media and specialising in media consumption habits. It is one of the largest studies of audience figures in the world with over 30.000 interviews run with figures being updated 3 times a year
Global information on consumer habits and media present in over 100 countries. In 36 of these they measure the audience for TV, radio, cinema, print & digital media. Used in Europe (in countries like Bulgaria, Greece, Poland), Asia (Taiwan, Thailand, Malaysia) and mostly in USA. This source measures all of USA’s audience in one platform known as Total Audience Measurement. In March 2013 they stopped measuring digital media in Spain letting Comscore take over in their place.
Leader in the analysis of digital audiences all over the world with presence in more than 70 countries. Used in the 3 keys areas: Europe (Spain, Italy, UK) ; Asia (Indonesia, Philippines & Vietnam) ; North America (USA, Canada) This source measures audiences, brands and consumer behaviours. It also controls digital TV with OTT audiences as well as cinema audiences.
- Socialbakers:
This source monitoras 8 million commercial profiles on the main social networks including Facebook, Twitter, Youtube Pinterest, LinkedIn, Instagram, Google+ & VK. Presence in more than 100 countries and used in Europe (Germany, Russia, France..); Asia (Singapore, Hong Kong, South Korea.. ) and USA.
https://www.socialbakers.com
The official Out of Home audience measurement in Spain. They also are developing projects in 13 other countries. In Spain there are 5.700 panel member. Actually used for all media planners for static outdoor audience evaluation and the information given by GPS devices
Control of all media investment in Spain, with both quantitative (investment, insertions, occupation) and qualitative (artwork) data
CAROLINA DIEZ HERNANDO