Quality before speed

Market research Wemf's advertising sales statistics are still taking some time It has become quiet around the Advertising Index Switzerland (AIS), the new Wemf statistics on advertising expenditure, which should show the invoiced gross advertising sales on a weekly basis. In the summer, Wemf announced the AIS for January. In fact, Wemf has been collecting and processing data since the beginning of the year. But it remains to be seen when it will be published. Certainly not in March, and whether it will be enough for April is uncertain, says Hans-Jürg Gränicher, AIS project manager and former managing director of Media Focus (MF). "We don't want to go out until the data is in order," he says. Then all figures would be shown retroactively to January. Gränicher admits that he underestimated the amount of data. AIS was initially open to working with MF. This is still the case, says Gränicher, but so far MF has not made any proposals. Jens Windel, MF-VR delegate, disagrees. Contact has been made with Wemf several times, he says. "But Wemf has other priorities for the time being." (mk)