Mediapulse wants to regain the trust of its customers
Problems with the new TV audience measurement system took a heavy toll on the Mediapulse Group last year. Among other things, the system transition led to a legal dispute. Mediapulse now aims to regain its customers' trust.
The broadcasters' trust in Mediapulse has suffered, said Executive Board member Urs Zeier at the annual conference in Bern on Tuesday. Since the beginning of 2013, Mediapulse has been using a new system to collect data on TV consumption in Switzerland - among other things, the new method now records time-shifted TV consumption. The system did not deliver data as planned in the first weeks of 2013 due to "teething problems," Zeier explained. The system change also resulted in a legal dispute with private broadcaster 3+. As part of the settlement reached with 3+ at the end of July, Mediapulse only measures TV consumption via computer from households that also have a normal TV set. The problems had highlighted the importance of Mediapulse's measurements for the more than CHF 700 million TV advertising market, Zeier said. The Media Science Commission (MWK), which oversees Mediapulse's work, now describes the revised TV measurement system as good, he stressed. Partly because of the squabbles over the new TV measurement method, the Mediapulse Group's 2013 profit fell from about 705,600 francs the previous year to about 273,500 francs. The Group comprises the Mediapulse Foundation and the two subsidiaries Mediapulse and Publica Data.
New radio measurement system from 2017
Unlike TV measurements, radio consumption surveys cover all distribution types. However, Mediapulse wants to optimize the radio measurement method. A new method is to be used from 2017 at the latest, announced Mediapulse Executive Board member Manuel Dähler. (SDA)
