Clear the way for Net Metrix
Net Metrix, the standardized research model for Internet usage, has been given the green light. One competitor remains.
unified research model on the use of the Internet, receives
green light. One competitor remains.In a joint press release, have
the Swiss Broadcasting Corporation SRG SSR idée suisse
and the AG für Werbemedienforschung Wemf announced that the
Switzerland from spring 2007 onwards via professional instruments for the
Media planning on the Internet and for the strategic planning of
online media will have.
On the occasion of an information event at the beginning of June
Wemf Director René Schmutz and Manuel Dähler, Head of the
SRG research service, still urgently to the representatives present
of the online industry, they would like to see more uniform
measurement values to participate in the new Net Metrix research model. SRG and Wemf
The Internet industry's willingness to invest now in the
future of online media as an advertising medium. This could
the Net Metrix model be financed to a sufficient extent.
Net Metrix includes the modules Net Audit surveyed by Wemf.
(authenticated website accesses) and Net Profiles (socio-demographic
data on users of websites) as well as the data collected by the SRG research service.
supervised Panel Net Tracking (a strategic instrument that
Internet usage of around 3,000 panel participants recorded and
usage trends can be identified).
With the joint research model of SRG, Wemf as well as private
website operators as a third party involved is also the establishment
a new company Net Metrix. The exact date is still
not fixed. "Until then, Wemf and SRG Research Service enter into
cooperation as a provider," says project manager Christine Diemand
from Wemf. How many website operators sign up for Net Profile
the company does not yet wish to disclose this information, since the
Registration deadline extended to July 20.
A special situation exists with the Panel Net Tracking of the
SRG research service, which in future will operate under the name Mediapulse
will operate under the same name. In the past, SRG, together with the company Nielsen, had
Netratings Switzerland jointly operated the MMXI panel. Nielsen
Netratings continues to run this on its own after SRG's withdrawal and
is thus in competition with Net Tracking. "There will be two panels",
confirms Markus Jufer, who is responsible for Net Tracking.
However, Jufer sees advantages for Net Tracking through better
Overall embedding and collaboration with Wemf. "In the short term
we could have problems penetrating the market," says Jufer,
In the long term, however, the panel will prevail, he is convinced.
For the time being, Jörg Dietz, Managing Director of
Nielsen Netratings Switzerland. "I'll take a look at the model, but I.
I can't comment on it yet due to a lack of data," says Dietz. For
Nielsen Netratings currently exists due to the announcement of Net Metrix.
no need for action.
René Worni
