Emerging media vs traditional platforms
A novel approach to time use studies
Isabel Wenger & Manuel Dähler
Abstract
Separation of the main media categories ingrained in audience measurement is increasingly jeopardised by reality: affordable, easy-to-use communication and multi-media devices, maximising freedom of content and timing and often used on the go. The new edition of our Time Use Study set out to mirror this reality. The interviewing software captures all possible forms of media use in a simple and intuitive way while retaining maximum granularity of the data. Thus, for newspaper reading for example, we will not only differentiate between the paper and online editions, but we will also keep track of hybrid formats such as listening to spoken excerpts provided as podcasts. The result is a snapshot of media use in Switzerland with numerous possibilities of zooming in on a detailed perspective. And a level of detail providing invaluable insights for our future virtual cross-media panel footing in our silo-measurement TV, radio and internet panels.
Isabel Wenger
Mediapulse Corporation for Media Research, Switzerland
Graduate from University of Berne (Economy, Business Administration and Law).
2006 onwards: Head of Radio Research, Mediapulse AG (research entity of the Swiss National Foundation for Media Research).
2003-2005: Career break (retrained and worked as Conference Interpreter).
1993-2002: Market researcher with Philip Morris International across different divisions (R&D, Marketing, Strategic Planning) and geographies (EU, EMEA, Latin America and worldwide HQ).
1990-1992: Consultant with hotelleriesuisse.
1989-1990: Assistant Lecturer at the Institute for Operations Research and Innovation Management, University of Berne.
Manuel Dähler
Mediapulse Corporation for Media Research, Switzerland
Doctor (PhD) of the University of Berne (Media Psychology).
2004 onwards: CEO of Mediapulse AG (research entity of the Swiss National Foundation for Media Research, former Research Department of the Swiss Broadcast Corporation).
2002-2005: Doctoral thesis at the University of Berne in Media Psychology.
1997-2004 Head of Radio Research, Research Department of the Swiss Broadcast Corporation.
1994-1997: Lecturer, researcher and Head of semester courses at the Swiss Institute for vocational pedagogics in Zollikofen/Berne.
1991-1994: Assistant teacher at the chair of Social Psychology, University of Berne.
|
KEEP ME INFORMED |