A campaign offensive but not controversial

A campaign offensive but not controversial... ""A judo decision-making that uses the forces of the enemy for the better the return... ". "The thing, the Agency of pub founded by Eric Tong Cuong, Alain Roussel and Pascal Gregory, is not sparing of warfare metaphors when it comes to comment on the last campaign of institutional for Médiamétrie, scattered in the press since 28 August. Four days earlier, a small booklet, entitled "10 tips for challenging Médiamétrie", was sent to 8,000 professional of the media. Drive was y draw some delicious recommendations, responding with an offbeat and provocative humour "arrogant" , say his critics, to the controversy which the enterprise object measuring, via listenership, the hearing of the television, radio, cinema and Internet. "Disagree surveys, everyone will follow you," or even "Mix different tools with different results and say that there are so many truths as measures" can be read in the "booklet". On the signing of the campaign, it gives the tone of the approach: "There is only the truth that hurts." Is the previous establishment signed in 2005 by the Lamstar Agency, showing a car in the sky with, for only one epigraph: "Imagine a world without measure."

Lack of strategic vision

Last February, the disclosure, by "The world", first hearings (which some frankly poor) of TNT, had indeed put fire to the powder, resulting in a more comprehensive questioning by some of its shareholders (Havas, France, Europe 1) the jurisdiction of the institution. And including a doubt on its ability to measure the hearings of the new channels Internet and mobile telephony as to adapt to the new modes of media consumption, via, inter alia, podcasting.

But it is also true that the question of the chains of the DTT audience measurement is difficult. Because that says "hearing" said, in a fairly mechanical way, "advertising revenues". Hence the tactical importance of the chosen method: as long as the TNT will not cover the whole of the territory, news channels must be measured in the same universe as their rivals, the historic Hertzian channels Or is measured to share

At this question, none of the shareholders of Médiamétrie, TV channels and advertising advertisers, has made the same response. The interest is too contradictory to find a consensus, Médiamétrie traditional operating mode. On the one hand, in fact, historical chains do not intend to surrender the place to young competitors who browsed upon their hearing. While these same competitors do not want to be compared to mastodons subject seem well small... In addition, they do not want and cannot, contribute financially to a broad audience measurement. Finally, advertisers seek a unified position. But they do contribute to 20 per cent to the financing of measurement tools.

Immediate response, Médiamétrie has developed a specific tool for DTT channels, published once a quarter. "But now Médiamétrie responded to the controversy and to reproach addressed to him, it was important to engage in a debate of substance, is Charles Juster, Director of communication of the company, chaired by Jacqueline Aglietta." Need to restore confidence to advertisers, as a number of misconceptions such as our lack of measurement of ADSL had been made. "While Alain Roussel, co-Chair of the thing, added:"It was tempting for some to Médiamétrie scapegoat." Or must be a Justice of the peace of the audience measurement. This controversy was run the danger of throwing the baby with the bath water. It must reaffirm the raison d'etre of this institution is not a monopoly but an interprofessional organization. In addition, play the card of offbeat humour to break the image of cold monster that can have Médiamétrie. "And imagine, in a second phase,"the establishment of a forum blog where there is abundant speech making.

However, the controversy seems not extinguished. Already in June last, was written in the Udecam (Union of Council business and purchase Media) a white paper, to be made public at the time when the mandate of Jacqueline Aglietta, in December, ends, and which will be named his successor. The latter, according to the rumor, may be from the world of telecoms, media agencies and institutes of study. Real specifications, this white paper, presented current July to advertisers and the involvement, offers a number of initiatives, including the establishment of a laboratory studies to better measure the hearing of the new media, the establishment of a measure of advertising effectiveness of campaigns and the need for a platform centralizing data from hearing to a cross-sectional view of these hearings.

In this sensitive context, the campaign of Médiamétrie appears then revived the ire of some administrators who discovered, together with the general public, the creations of the thing: "this campaign is a scandal and a sin of pride of Jacqueline Aglietta, it annoys a framework for the involvement, as it focuses on a false problem the wrath of certain media to the results of hearing of TNT then our challenge is rather the lack of strategic vision and". the ability of Médiamétrie measuring new media. "An annoyance that moves not Médiamétrie:"this campaign is relevant both... and impertinent", smiles Charles Juster.