To the point: data massacre
That’s how Michael Ringier described the unfortunate situation surrounding the controversial TV ratings during the Ringier media briefing. He did so with a smile, alluding to the movie *The Miss Massacre*. Unfortunately, however, the whole thing is no laughing matter.
What is going on in television research today resembles a smear comedy. Publication yes, publication no, publication maybe, publication no, questionnaires, superprovisional order, partial publication ban, partial publication, supplement to superprovisional order, total publication ban.
We're now in the last week of April, and clients and media agencies are still poking around in the dark about TV scheduling. Sure, there were glitches in the survey and shortcomings in communication. All the reasons why things got this far will probably never be fully explained. But one thing is certain, the original Swiss system of involving all direct and indirect stakeholders in a decision-making process did not work in this case. Although the Board of Directors should be independent according to the RTVG, all members except the Chairman are directly or indirectly also customers or representatives of interest groups. The same applies to the User Commission.
It is therefore not surprising that decisions were made, but then questioned again and finally overturned. And this only happened when it was clear in detail what effects the new research would have on the individual stations. In such a way that everyone could understand it. It would be a scoundrel to think of special interests. Once again, it becomes clear that good market research is only good research that delivers good figures.
Bad figures are always and only methodologically conditioned. Let's assume that the ratings for all stations would have risen significantly in comparison with the previous year (which is not right, of course!). No one would have objected to the methodology, no one would have questioned the representativeness of the panel. No, certainly not: everyone would have patted each other on the back and celebrated the groundbreaking step into the new world of television research. Today, the industry faces a shambles. When and whether figures will be published in the first half of the year is still up in the air. But there is another aspect to the whole affair. The unspeakable and endless bickering is irreparably damaging the credibility of media user research and market research in general. And what does the regulatory authority do? Nothing.
Pierre C. Meier, Editor-in-Chief
[email protected]
