End of the concept salad is foreseeable
Radiocontrol Although Publica Data introduced a new coverage area definition for local radio stations at the beginning of the year, the confusion surrounding the terminology has not yet subsided.
Radiocontrol Although Publica Data launched a new territorial definition for local radio stations at the beginning of the year, the jumble of terms has not yet become any smaller: "broadcasting area", "reception area", "licensed area": Until now, radio stations have struggled with a jumble of terms when reporting their audience figures, which they themselves were often unable to understand. Although all of these area descriptions define the area covered, they use very different criteria. The aim was to put an end to this confusion when Publica Data (PD) introduced the standardized term "coverage area" on 1 January (see box on the right). The standardized area description should finally allow the performance characteristics of the individual radios to be directly compared with each other, but the result at the moment is not clarification but additional confusion. The marketer Radiotele continues to use the old area map with the "transmission areas" arbitrarily defined by the stations. This is despite the fact that the radio clock has been measuring according to the new "distribution areas" since January 1.
Felix Kilchsperger, Head of Sales at Radiotele, defends the approach. "As long as no listener figures are published for the current year, our map is the right one. Today we are still working with the data from 2003, and as long as this is the case, the old terminology also applies to us." The Goldbach Media map, which is based on the "concession areas", came too early, according to Kilchsperger.
Definition of Bakom preferred
IP Multimedia (Switzerland) has also not fully adapted its territory map in line with the PD's ideas. The official terminology "distribution area" is not used here either, but rather the term "license area". Giordano Giordani, Head of Media Research at IPM, explains that an agreement was reached with the PD on the use of this term. "The state-defined 'concession area' is the best way to put an end to the confusion. The new term 'distribution area' sounds too similar to the abolished 'transmission' and 'reception areas'," says Giordani.
The dispute over the "right" regional map and the "right" term has led to intensive discussions between radio marketers and PD. The first tangible result: Felix Kilchsperger has agreed with PD that there will only be a single territory map in future. "As soon as radio figures for 2004 are published for the first time. That will be in July, when the 2004 half-year results are published," says Kilchsperger.
This is also confirmed by Rolf Müller, Managing Director of PD: "By the time the next semester figures are out, no other cards will be allowed to circulate. This is a consequence of the switch to license/distribution areas." This is also in line with the wishes of the Swiss Private Radio Association (VSP). "We have to work towards specifications that enable direct comparability of the stations, otherwise the exercise makes no sense," says VSP Vice President Martin Muerner.
Include foreign countries too
However, his efforts for a more realistic reporting of radio data go further. For example, he is calling for a switch to reporting listenership for the "whole of Switzerland". Muerner is looking to the future with his demand. It will become relevant when radios can one day be received throughout Switzerland thanks to expanded transmission technologies such as DAB, satellite reception or simultaneous listening on the internet. "As soon as this is the case, it will be almost impossible to avoid identifying all of a radio station's listeners outside its own language area."
According to the VSP vice-chairman, even the foreign countries close to the border should be included in the audience measurement. "Basel 1, Basilisk, Munot and Regenbogen rightly refer to the large audiences they serve on the other side of the border, but which are not attributed to them," emphasizes Muerner. However, the implementation of this wish is likely to encounter some difficulties. This is because transnational research agreements prohibit the PD from carrying out audience measurements across borders. However, the last word has not yet been spoken and further clarifications are now being made.
"Not relevant for planning "The disputes about the "correct" terms and area maps do not affect media planning. This is because it is primarily based on the Wemf areas (WG) and the agglomerations. "Neither the level of 'concession areas' nor that of 'distribution areas' are relevant to us.
relevant," explains Monica Jäggi, co-owner of Konnex. The selection of stations is always based on a prior geographical analysis. "For a local campaign, I first define the area to be covered and then select the appropriate radios." For a national campaign, on the other hand, the Wemf WGs serve as the basis for planning. "Here it is important to achieve a similarly strong reach in all WGs," explains Jäggi. (dse)
Little-loved "broadcasting area "Nobody really feels comfortable with the new official term "broadcasting area" for the territorial delineation of local radio stations (WW 2/04). Clarity is expected from the term "license area".
area", the "state-guaranteed" standard definition of the Federal Office of Communications (Bakom). PD boss Rolf Müller also has nothing
However, if the term "concession area" continues to be used: "We also work with it." The new term was only necessary
This is because there are exceptions, such as in the Zurich agglomeration, where local radio stations cover large additional areas beyond the "license area". (dse)
Preparatory work for new measurement areas on track: IPM has already converted its radio map to "license" and "distribution areas".
Daniel Schifferle
Felix Kilchsperger, Head of Sales at Radiotele, defends the approach. "As long as no listener figures are published for the current year, our map is the right one. Today we are still working with the data from 2003, and as long as this is the case, the old terminology also applies to us." The Goldbach Media map, which is based on the "concession areas", came too early, according to Kilchsperger.
Definition of Bakom preferred
IP Multimedia (Switzerland) has also not fully adapted its territory map in line with the PD's ideas. The official terminology "distribution area" is not used here either, but rather the term "license area". Giordano Giordani, Head of Media Research at IPM, explains that an agreement was reached with the PD on the use of this term. "The state-defined 'concession area' is the best way to put an end to the confusion. The new term 'distribution area' sounds too similar to the abolished 'transmission' and 'reception areas'," says Giordani.
The dispute over the "right" regional map and the "right" term has led to intensive discussions between radio marketers and PD. The first tangible result: Felix Kilchsperger has agreed with PD that there will only be a single territory map in future. "As soon as radio figures for 2004 are published for the first time. That will be in July, when the 2004 half-year results are published," says Kilchsperger.
This is also confirmed by Rolf Müller, Managing Director of PD: "By the time the next semester figures are out, no other cards will be allowed to circulate. This is a consequence of the switch to license/distribution areas." This is also in line with the wishes of the Swiss Private Radio Association (VSP). "We have to work towards specifications that enable direct comparability of the stations, otherwise the exercise makes no sense," says VSP Vice President Martin Muerner.
Include foreign countries too
However, his efforts for a more realistic reporting of radio data go further. For example, he is calling for a switch to reporting listenership for the "whole of Switzerland". Muerner is looking to the future with his demand. It will become relevant when radios can one day be received throughout Switzerland thanks to expanded transmission technologies such as DAB, satellite reception or simultaneous listening on the internet. "As soon as this is the case, it will be almost impossible to avoid identifying all of a radio station's listeners outside its own language area."
According to the VSP vice-chairman, even the foreign countries close to the border should be included in the audience measurement. "Basel 1, Basilisk, Munot and Regenbogen rightly refer to the large audiences they serve on the other side of the border, but which are not attributed to them," emphasizes Muerner. However, the implementation of this wish is likely to encounter some difficulties. This is because transnational research agreements prohibit the PD from carrying out audience measurements across borders. However, the last word has not yet been spoken and further clarifications are now being made.
"Not relevant for planning "The disputes about the "correct" terms and area maps do not affect media planning. This is because it is primarily based on the Wemf areas (WG) and the agglomerations. "Neither the level of 'concession areas' nor that of 'distribution areas' are relevant to us.
relevant," explains Monica Jäggi, co-owner of Konnex. The selection of stations is always based on a prior geographical analysis. "For a local campaign, I first define the area to be covered and then select the appropriate radios." For a national campaign, on the other hand, the Wemf WGs serve as the basis for planning. "Here it is important to achieve a similarly strong reach in all WGs," explains Jäggi. (dse)
Little-loved "broadcasting area "Nobody really feels comfortable with the new official term "broadcasting area" for the territorial delineation of local radio stations (WW 2/04). Clarity is expected from the term "license area".
area", the "state-guaranteed" standard definition of the Federal Office of Communications (Bakom). PD boss Rolf Müller also has nothing
However, if the term "concession area" continues to be used: "We also work with it." The new term was only necessary
This is because there are exceptions, such as in the Zurich agglomeration, where local radio stations cover large additional areas beyond the "license area". (dse)
Preparatory work for new measurement areas on track: IPM has already converted its radio map to "license" and "distribution areas".
Daniel Schifferle
