Cinema data, reloaded
Market research At the end of January, market leader Cinecom wants to decide whether it will use the Radiocontrol clock in future to survey cinema audiences or combine Wemf and Procinema data.
Market research At the end of January, market leader Cinecom wants to decide whether it will use the Radiocontrol clock to collect cinema ratings in future or combine Wemf and Procinema data.Wemf's current cinema ratings have two disadvantages: It is only available once a year, as part of Mach Basic, and only in the form of a weekly average. "That's too static for us. We always have to compensate for seasonal fluctuations using seasonal prices in order to obtain a realistic CPM," explains Cinecom Marketing Manager Jean-Claude Bruhin. Cinecom therefore looked for a new research method. According to Bruhin, there are now two options: Either you have the cinema attendance figures collected via Radiocontrol. Or the admission figures from the cinema owners' and film distributors' association Procinema could be combined with the Wemf data.visitor data via ADSL
Both methods have their advantages and disadvantages. The advantages of Radiocontrol: cinema reach would be measured rather than surveyed. In addition, the cinema industry would only need to connect to the existing Radiocontrol panel. The disadvantages: In order for the Radiocontrol control center to recognize the cinema film sounds stored on the clock, it must simultaneously record the film sound of each individual screening in each of the approximately 500 Swiss cinemas. However, this requires the installation of microphones in the theaters and the transfer of the data via ADSL. "That's relatively expensive," Bruhin concedes. Nevertheless, according to the Head of Marketing, a joint trial with Publica Data in the summer led to the realization that this measurement method is technically feasible. Matthias Steinmann, Head of the SRG Research Service, is more cautious - mainly for political reasons. He does not want to burden the recently expanded panel with additional survey rooms. The approach of merging the Procinema and Wemf data would have the advantage of being able to draw on two existing data sources. The monthly sales figures from Procinema would become the new reach basis, while the target group structure by gender, age and perhaps now also film genre would be added from the Mach interviews from Wemf. The 23,000 Mach interviews would still be sufficient for this, says Harald Amschler, Wemf research manager. The disadvantage of this solution is that the Procinema figures are based on self-declarations by the cinema operators and do not include free admissions, for example. It is quite possible that some kind of admission certification (similar to print circulation certification) will be required. However, this is not an issue at the moment. Cinecom is currently waiting for offers from Wemf and Publica Data. The cinema marketer wants to make a decision at the end of January. Time is pressing: The contract with Wemf has been terminated. Since April of this year, the advertising researcher has only been collecting cinema reach data in the form required for the MA Strategy.
If the lady had a Radiocontrol or Mediawatch watch, the cinema operator would know which movie she had chosen.
The Mediawatch, which can also register radio signals that are imperceptible to the human ear, could be used for cinema research more easily than the Radiocontrol clock. The only prerequisite for this would be permanently installed mini transmitters with individual signals in the cinemas. "The Mediawatch would be predestined for cinema research, so to speak," says SRG research service provider Matthias Steinmann. But Cinecom marketing manager Bruhin waves it off: firstly, Mediawatch is not even on the market yet, and secondly, a Mediawatch panel would be too expensive for the medium of cinema alone. And it is uncertain whether the SRG research service will switch to Mediawatch one day. On the other hand, it is certain that the cinema industry will need a new currency by September 2004. (mk)
Current data is not enoughNot only Cinecom wants tougher cinema data, the Swiss Advertising Association (SWA) is also pushing for it. SWA Director Jürg Siegrist (picture): "Although the number of visitors and contact figures serve as a basis for media planning, they are not sufficient on their own for detailed planning. We finally need performance figures that are reliable and can be clearly evaluated. In this respect, cinema operators have a duty to deliver. In short: the quality and thus also the informative value of the research results is crucial." (mk)
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Both methods have their advantages and disadvantages. The advantages of Radiocontrol: cinema reach would be measured rather than surveyed. In addition, the cinema industry would only need to connect to the existing Radiocontrol panel. The disadvantages: In order for the Radiocontrol control center to recognize the cinema film sounds stored on the clock, it must simultaneously record the film sound of each individual screening in each of the approximately 500 Swiss cinemas. However, this requires the installation of microphones in the theaters and the transfer of the data via ADSL. "That's relatively expensive," Bruhin concedes. Nevertheless, according to the Head of Marketing, a joint trial with Publica Data in the summer led to the realization that this measurement method is technically feasible. Matthias Steinmann, Head of the SRG Research Service, is more cautious - mainly for political reasons. He does not want to burden the recently expanded panel with additional survey rooms. The approach of merging the Procinema and Wemf data would have the advantage of being able to draw on two existing data sources. The monthly sales figures from Procinema would become the new reach basis, while the target group structure by gender, age and perhaps now also film genre would be added from the Mach interviews from Wemf. The 23,000 Mach interviews would still be sufficient for this, says Harald Amschler, Wemf research manager. The disadvantage of this solution is that the Procinema figures are based on self-declarations by the cinema operators and do not include free admissions, for example. It is quite possible that some kind of admission certification (similar to print circulation certification) will be required. However, this is not an issue at the moment. Cinecom is currently waiting for offers from Wemf and Publica Data. The cinema marketer wants to make a decision at the end of January. Time is pressing: The contract with Wemf has been terminated. Since April of this year, the advertising researcher has only been collecting cinema reach data in the form required for the MA Strategy.
If the lady had a Radiocontrol or Mediawatch watch, the cinema operator would know which movie she had chosen.
The Mediawatch, which can also register radio signals that are imperceptible to the human ear, could be used for cinema research more easily than the Radiocontrol clock. The only prerequisite for this would be permanently installed mini transmitters with individual signals in the cinemas. "The Mediawatch would be predestined for cinema research, so to speak," says SRG research service provider Matthias Steinmann. But Cinecom marketing manager Bruhin waves it off: firstly, Mediawatch is not even on the market yet, and secondly, a Mediawatch panel would be too expensive for the medium of cinema alone. And it is uncertain whether the SRG research service will switch to Mediawatch one day. On the other hand, it is certain that the cinema industry will need a new currency by September 2004. (mk)
Current data is not enoughNot only Cinecom wants tougher cinema data, the Swiss Advertising Association (SWA) is also pushing for it. SWA Director Jürg Siegrist (picture): "Although the number of visitors and contact figures serve as a basis for media planning, they are not sufficient on their own for detailed planning. We finally need performance figures that are reliable and can be clearly evaluated. In this respect, cinema operators have a duty to deliver. In short: the quality and thus also the informative value of the research results is crucial." (mk)
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