VNR specialist calls for standardization

NEW YORK: VNR specialist DS Simon is launching a campaign aimed at unraveling the confusion surrounding the measurement of TV placement campaigns in a bid to create a universal 'gold standard.'

NEW YORK: VNR specialist DS Simon is launching a campaign aimed at unraveling the confusion surrounding the measurement of TV placement campaigns in a bid to create a universal 'gold standard.'

NEW YORK: VNR specialist DS Simon is launching a campaign aimed at unraveling the confusion surrounding the measurement of TV placement campaigns in a bid to create a universal 'gold standard.'

President and CEO Doug Simon is asking rival firms to consider standardizing the way figures are worked out. The firm is also kicking off an ad campaign using George W. Bush's phrase 'fuzzy math' to poke fun at the myriad statistics that are handed out.

For example, some PR agencies give their clients 'potential' as opposed to 'actual' audience figures to describe results of VNRs and satellite media tours (SMTs).

Adding to the problem is the fact that video monitoring firms don't measure the same markets and some use embedded codes, while others use closed-captioning.

Simon said Nielsen Media Research numbers should be used and where they are unavailable, the methodology for calculating estimates should be made plain. 'Our goal is to move towards a standardized formula and to help people understand what the numbers are,' said Simon.



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