NONE: Re: ONLINE-ADS>> Ratings: What is Optimal?
Re: ONLINE-ADS>> Ratings: What is Optimal?
Paul Bendat (gesajo_at_yahoo.com)
Mon, 12 Oct 1998 13:18:27 -0500 (CDT)
FRANK CATALANO WROTE:
>"Right now, none of the other services (MediaMetrix,
>RelevantKnowledge, or NetRatings) tracks more than 15,000 PCs.
>However, there's a belief at PC Data the Web population is so dynamic
>and its makeup is changing so rapidly, a larger group is needed."
As an independent commercial radio station operator located
in Albany NY, (WABY and WKLI) I have read the thread about
ratings and sample sizes with great interest.
It seems that sites seeking advertising have some desire to
move to a measurement model akin to that used in the
broadcast industry. In the broadcast model a sample is
assembled and their habits monitored. This would be a
mistake.
While I agree with Mr. Catalano's comments about larger
sample sizes and the need to monitor actual usage, it is
still the quality of the sample not the size of the sample
that matters.
Any methodology that relies upon a sample will be utilizing
people who are willing or incentivized to participate in
surveys. This puts pressure upon sites to achieve better
ratings by marketing to these people. The result could well
become like radio where content becomes secondary to
contesting and other audience incentive promotions. Just
listen what happens on your local commercial radio station
every sweeps period. In my view, it is not the average user
who participates in surveys, contests or agrees to have all
their internet usage monitored.
Further more in trying to re-create the web audience makeup
and habits (which are so dynamic) to meet the demographic
needs of advertisers means that one should be sampling for
age, gender, income and the expected usage variance that
could occur between workday, inner city, suburban or rural
users. . . . and achieving a representative sample for that
moving target.
We look with envy at web sites, and an industry who is well
on the way to working together with potential advertisers to
achieve standards of audit based upon actual 24/7 traffic to
their site rather than some other person's sample collection
methodology.
Paul Bendat
WABY / WKLI
paul_at_k100.com
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