The past few years have witnessed a proliferation of new audience data from Nielsen as well as other research companies. But are agency media research departments adequately staffed to optimally analyze, understand and use this new data? Most of us are familiar with the ancient Chinese proverb, “may you live in interesting times” That sentiment is very appropriate in the field of media research.
For years, the industry has groused about Nielsen being slow to produce more and better data. Well, they’re producing lots of it now, with more planned. But guess what? There may not be enough people employed in media research departments at media agencies to do comprehensive, compelling analyses. (Starcom may be the exception.) And the demands on their time are likely to grow as additional communication channels are measured and audience data becomes more granular. Exciting times to be sure, but daunting challenges exist.
With so much new data to evaluate and explain–such as commercial ratings, product-placement exposures, engagement levels, DVR playback, etc.–do agencies have sufficient manpower? It wouldn’t surprise me if media research executives are kept awake at night (and distracted during the day) pondering how to analyze and synthesize all the new data and research services, while at the same time maintaining the high-quality servicing of their clients. [ MORE ]
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