We offer a complete audit of your industry’s broadcast audience measurement panels in compliance with generally accepted international standards.
The importance of a robust television audience measurement service to broadcasters and for the advertising industry is self-evident. Such information provides those who produce and schedule programmes with a detailed understanding of their audiences and thus the commercial value of their product. For the advertising industry, it provides the ‘gold standard’ currency for advertisers, their agencies and the television channels and their sales houses to trade the airtime. Thus it is vital that such data are produced from a credible source, one that is conducted to international market research standards.
According to Global Guidelines for Television Audience Measurement (GGTAM) last published in 1999, independent auditing of people meter systems is "a critical element in validating quality control procedures as well as ensuring full disclosure of the methodology used by the research institute to users of the resulting data". Thus it is that many of the 75 countries using a people meter panel for TV audience measurement have commissioned an independent audit in the last ten years.
Hulks&Ruud provides a complete audit including a full review of the recruitment and installation processes, statistical tests on the output and the raw data prior to weighting and on the representativeness of the sample used and a full review of the quality controls employed to maintain a balanced and representative panel. Every audit also includes confidential interviews with a random sample of members of active panel households employing a tried and tested questionnaire about their compliance with the rules for participation and their experiences of being on the panel.
Hulks&Ruud has been involved in a number of audits including commissions from the Romanian Association for Audience Measurement (ARMA), the Steering Committee of the Norwegian Television Audience Measurement panel, the IAA - Lebanon Chapter, Abu Dhabi Media Company and Televizja Polska (TVP) in Poland.
Hulks&Ruud has developed a standard and thorough auditing system specifically designed for the audience measurement industry and can provide fast and efficient turnaround. Hulks&Ruud also audit other broadcast media audience measurement panels and diary systems used for radio and Internet audience measurement.
For a standard proposal or for more information, contact:
bhulks@dial.pipex.com or telephone +44 208 941 1752
robert@analysetjenesten.no or telephone +47 48095221
CV's
Bob HulksRobert Ruud