New cinema currency
Mach Basic The cinema ranges presented in this issue are the last of their kind.
Mach Basic The cinema reach figures presented in this issue are the last of their kind. cinema marketer Cinecom and Wemf have quietly agreed to end the previous reach survey for the cinema medium. Since work on Mach Basic 2003 was completed in April of this year, Wemf has therefore no longer carried out any surveys. The cinema reach figures shown on page 34 are the last of their kind. This is confirmed by Wemf research manager Harald Amschler and Cinecom marketing manager Jean-Claude Bruhin: "Cinecom wanted monthly data in order to better show the seasonal fluctuations. However, the Mach Basic sample was not designed for this and is too small. A massive increase was not possible with the available budget," says Amschler. There will now be a data break for the time being. "We will present new reach figures from January 1, 2005 at the latest," adds Bruhin; however, he leaves open what the new currency will look like. New research models are currently being evaluated with Wemf - the Telecontrol Group's new Mediacontrol (see WW 31/03) has not been ruled out either.
All indications are that the cinema admissions collected by ProCinema, the association for cinema and film distribution, will be used. However, these have two disadvantages: they are based on the declarations of the cinema operators and do not include any free admissions. Discussions are therefore underway between the association, Cinecom and Wemf regarding changes, as ProCinema Managing Director René Gerber confirms. Amschler is also talking about "external admission statistics", which could possibly be linked to Wemf research. This probably means that the self-declaration remains, but that Wemf could be commissioned to check it on site, as with the print editions. But what about Cinecom's competitor Mediavision? Cinecom is evaluating on its own, but Mediavision is being guided. "An industry solution makes perfect sense," says Bruhin.
Harald Amschler
(mk)
All indications are that the cinema admissions collected by ProCinema, the association for cinema and film distribution, will be used. However, these have two disadvantages: they are based on the declarations of the cinema operators and do not include any free admissions. Discussions are therefore underway between the association, Cinecom and Wemf regarding changes, as ProCinema Managing Director René Gerber confirms. Amschler is also talking about "external admission statistics", which could possibly be linked to Wemf research. This probably means that the self-declaration remains, but that Wemf could be commissioned to check it on site, as with the print editions. But what about Cinecom's competitor Mediavision? Cinecom is evaluating on its own, but Mediavision is being guided. "An industry solution makes perfect sense," says Bruhin.
Harald Amschler
(mk)
