IGEM presents innovations in TV and radio research
At the IGEM event in Zurich, presentations by Mediapulse highlighted upcoming developments in television and radio audience measurement. TV research will be expanded to include additional set-top boxes and accelerated. Radio research will be future-proofed through an expansion to include audio streaming.
Stephan Küng, President of the Interessengemeinschaft elektronische Medien, welcomed the guests to the IGEM event at the Razzia restaurant. Mediapulse CEO Tanja Hackenbruch and Head of Research Mirko Marr presented the further developments within the media types of television and radio.
Marr presented the innovations in TV research. The TV currency was expanded at the beginning of 2024 and now also includes the use of TV offerings via PCs, tablets and smartphones. The provision of final usage data will be accelerated from summer 2024 and the scope of set-top box data included in Mediapulse's hybrid measurement system will be expanded again from the beginning of 2025. At the same time, the field service provider Kantar will replace the measurement technology for recording TV usage in the TV panel, which is also operated by Kantar, this year and next. And in January 2026, Mediapulse plans to replace the previous market tool for analyzing TV usage data.
Tanja Hackenbruch gave an insight into innovations in radio research. At the request of the radio market, Mediapulse is currently developing an additional research product that will make it possible to quantify the streaming use of radio offerings on the basis of a census survey. A corresponding pilot study has been successfully completed and regular operations are scheduled to start at the beginning of 2025. In contrast, a solution developed by Mediapulse to record radio usage via headphones cannot be financed by the radio market and therefore cannot be implemented. Finally, Mediapulse is already preparing for the introduction of a new survey system for radio usage, which the radio market wants to replace the current measurement system as early as 2028.
Küng was delighted that so many IGEM members took part in the event, which was organized at short notice: "This shows the high status that TV and radio enjoy among our members. Media use in Switzerland is changing. It is therefore all the more important that research takes up these challenges and focuses on the future. As IGEM, we particularly welcome the measurement of the online vector for television and the measurement of audio streaming for radio."
