Media measurement lags behind

African Response hosted a conference this week where Jonathan Jephcott, world-renowned for his insight into the subject of media measurement and author of over 30 papers in Market and Media research, suggested that for too long, media measurement has been focused on what has happened in the past

Currently the Director for On-line and Panel Research for Synovate, Jephcott says the focus should be on what is going to happen in the future.

His argument sites examples from around the globe, where the methods of On-line and Panel research have proved to be the most successful and effective methods of quantifying media consumption. These evolving methods of measurement address the advent of new and multi-media as well as the increasing problems inherent with self-selecting samples and dynamic audiences.

Jephcott also highlights the magnitude of outdoor advertising, which reaches a less dynamic market and is uninfluenced by factors such as seasonality. Outdoor has changed and needs a changed currency.

Jephcott suggests that the way forward for a common currency of multimedia measurement could be the use of Passive PeopleMeters, a device which is able to measure Television, Outdoor and Radio together.

"Media professionals and researchers cannot afford to ignore the changes in media consumption. The Internet, email, viral campaigns and video games have permanently changed this landscape. It is no longer feasible to use methodologies that are 30 - 40 years old. New ways need to be investigated."

Beatrice Kubheka, Managing Director of African Response, says: "Since the commencement of SAARF AMPS and RAMS surveys, African Response has learned a lot about media measurement and have a vested interested in new ways of doing things. This is also important to depict that African Response does not operate in a vacuum. We work with a huge company whose insights into media measurement are invaluable to us."