Media research: WEMF and Mediapulse join forces
MEDIA RESEARCH Mediapulse and WEMF are planning to establish a joint venture under the project name «Swiss Media Data Hub.» With this move, the two companies are responding to developments in the media landscape and media usage, as well as to the industry’s demand for comprehensive cross-media data and advertising reach metrics.
Media convergence requires convergence of methods: Mediapuls and WEMF establish a joint venture.At the end of April 2016, the Boards of Directors of Mediapulse AG and WEMF decided that the two industry research organizations would join forces in the "Swiss Media Data Hub" project for the realization of a joint, equally managed company. At the heart of the mandate is the establishment and design of an organization jointly supported by WEMF and Mediapulse for the comprehensive, cross-genre procurement, processing and analysis of online-based media usage data.The "Swiss Media Data Hub" project will be fleshed out in technical and organizational terms in the coming weeks and is to be presented to interested industry representatives and media at an information event in summer 2016.A forward-looking model for Swiss media researchFranziska von Weissenfluh, Chairwoman of the Board of Directors of Mediapulse, is convinced that the "Swiss Media Data Hub" is groundbreaking for the Swiss communications industry. Jürg Weber, Chairman of the Board of Directors of WEMF, says: "In the increasingly fragmented media world, only an integrated research approach can provide reliable data." Franziska von Weissenfluh adds: "Media convergence also requires convergence of methods. The joint venture between Mediapulse and the WEMF will strengthen media usage research in Switzerland."Media convergence requires method convergenceThe sharp increase in individual mobility and technological developments have significantly changed media usage behavior in recent years. New media offerings have emerged and the media brand as a whole, regardless of the delivery channel, is becoming increasingly important. The changed market conditions require corresponding adjustments on the part of research. The "Swiss Media Data Hub" provides the solution for cross-genre research. The advertising industry also wants independent information on advertising media reach.Guarantee of high quality, affordability and hard currencyThe "Swiss Media Data Hub" opens up numerous synergies and benefits for Mediapulse and WEMF as well as for their clients and the market. The joint aggregation of data across all delivery channels can close measurement gaps and increase the informative value of the extrapolated reach figures. In particular, the data obtained can be used to make high-quality and more differentiated statements about media use and advertising effectiveness within the target groups. Jointly aggregated data leads to significantly greater cost efficiency and also ensures the future financial viability of neutral, independent and credible research currencies.Active involvement and positive reactions from the marketThe "Swiss Media Data Hub" project is being developed on the basis of intensive discussions and needs assessments with industry representatives from media distributors, marketers and the advertising industry. This active and constructive collaboration forms the basis for broad acceptance of future Swiss media research. Roger Harlacher, President of the Swiss Advertising Client Association (SWA), emphasizes: "Reliable and scientifically substantiated planning values are essential for advertising clients. The joint venture between WEMF and Mediapulse forms a strong foundation for the urgently required cross-genre intermedia research."
