WORLDWIDE MULTI MEDIA MEASUREMENT
Audience value across media
James HoldenNick North
Abstract
The paper sets out the evolution and impact of a new cross media metric, Audience Value, which has been designed, trialled and developed by the BBC during the past 18 months, and which is now being introduced across the business.
The BBC serves the UK population across television, radio, online and new content delivery platforms. By measuring consumption and engagement with content across all broadcast media from a single sample source, the BBC is able to gain new insight about how the UK’s many audiences respond to different media content, beyond the understanding gained from traditional measurement of exposure to individual media, and beyond simple demographic analysis of audience behaviour.
Using this information to segment the audience revealed fascinating patterns of cross media consumption and appreciation of BBC content, as well as the broader content and platforms most valued by different audiences.
The paper describes the innovative methodology of both data collection and calculation of Audience Value, and presents some of the findings gained from the analysis as well as an insight into how this ongoing study is helping to shape BBC content on every platform.
James Holden
After a degree in languages and business, James joined the British Market Research Bureau as a graduate in their International department. After several years there, a short spell in advertising, and several lengthier spells travelling the globe, James joined the BBC in 2000. At the BBC he has worked in the new media, audio and music, news, strategy and marketing research teams and currently heads up the teams responsible for BBC Journalism & Sport and strategic projects across the BBC.
Nick North
Nick North is joint managing director of GfK NOP Media, GfK’s media research business in the UK. Within a team offering a broad range of award-winning research techniques, Nick’s current work is focused on digital audience measurement and audience appreciation. He launched the business in 2003, and in the five years since launch and through the merger of NOP World’s media research practice, it has expanded from 2 to 20 people, with comparable revenue growth. Nick has worked in media research since the early 1990s, spending five years running a television audience measurement business in Russia. His first job after graduating with a philosophy degree many years ago was making up logic problems for a puzzle magazine.
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