PIN is a hot topic

Market research firms Igem and Publisuisse are reigniting the debate over the release of PIN data. On April 6, during the
General Meeting of the Electronic Media Interest Group
(Igem), the TV advertising agency Publisuisse presents a survey on
Disclosure of so-called PIN data. TV marketers and providers, as well as
Media agencies were asked whether they would
«individual-level usage data» from TV research and
"How much they would be willing to pay for it," says Igem Managing Director Ueli
Custer, upon request. He did not provide any details about the result.

PIN data is the raw material from TV research: a mix of the
sociodemographic data from the Telecontrol panel lists and the
usage data collected down to the second. Agencies have access to this data
and TV providers already use analysis or planning tools from the
SRG Access. However, the data there is no longer in its raw form,
but rather pre-sorted and accompanied by ad block prices and performance forecasts
enriched. For example, there is a fixed number of evaluable
Target audiences are specified; these are not broadcast ratings, but only commercial break ratings
available, and it's almost impossible to track channel-surfing behavior anymore.

Because of such ambiguities, companies with international networks in particular are demanding
For years, media agencies have had unfiltered access to the
PIN information—just like when traveling abroad. In addition, they could use this information in the future to
Create your own performance forecasts—an additional
An opportunity to stand out in a highly competitive market.
However, an initial proposal to introduce it was made five years ago by the
The industry has rejected it. Too expensive, too complex, too heavily regulated, so
was the criticism. Small agencies also feared for their survival,
because they face high personnel, training, and IT costs
saw. The PIN data is therefore considered to have «market-changing potential»
attributed. «The concerns of small agencies have not changed in the
»Little has changed in the last five years," he comments
BSW Managing Director Walter Merz.

Whatever the results of the poll may be, it’s sure to be a hot topic. It’s safe to assume
is that the result has once again intensified the call for free PIN data
resounds, because the international networking of the agencies has
...and so on, as does the pressure they face to distinguish themselves. The Publisuisse survey
will therefore likely result in a second proposal for implementation,
while giving small agencies a bit of a hand with tools and in terms of costs
will accommodate.

Markus Knöpfli