Jean Pool: We challenge traditional media
to provide full research disclosure
As promised, Jean Pool, EVP/Director of North American Operations Universal McCann, Chairman of Media Policy at the AAAAs, unveiled a new initiative at her keynote speech yesterday at the AAAAs conference/convention in Orlando: "Three major issues are severely curtailing traditional media's growth-fragmentation, clutter and accountability."
She said accountability includes the quality of their research and that the US is way behind other countries. "Personally, that really embarrasses me. However, in a session yesterday, we were told we are finally testing two way electronic communication [see ebizformedia.com]. But we still have a long way to go."
Catching up to the rest of the world is going to take everyone's participation in the industry.
The new initiative, which we've been reporting, is likely in response to ABC VP/Sales Mike Shaw's recent ultimatum that he will not do business in the 2006-07 upfront with media agencies that insist on using only Nielsen's live ratings as the measurement currency. Actually, it's a bit more of a challenge to traditional media, said Pool: "Jon Mandel [Chairman/MediaCom US and Chief Global Buying Officer MediaCom Worldwide] mentioned a big announcement directly affecting accountability will be made at the AAAAs conference. We all know that traditional media-TV, radio and print-have been under assault by advertisers, wanting to know if and how the media work as advertising vehicles. Budgets are being reallocated to vehicles like Direct Marketing and the Internet, even though those media deliver a much smaller audience. Sadly, traditional media tend to dig themselves into a further credibility problem by preventing research companies from fully providing al of the data to agencies and advertisers that we, and themselves use. This, then, is the initiative that the AAAAs Media Policy Committee has taken on. We challenge the traditional media to provide full disclosure of all research. In the end, we want commercial ratings, not program averages. You have had this data for years and years. You must share the data or be seen as trying to hide some dirty little secret. That attitude puts you in the sphere of the dinosaur. Wake up. The AAAAs and the ANA did a study that shows small differences between program ratings and commercial ratings. So you shouldn't be afraid of the truth. In fact, the truth will set you free. The notion that you are not the best investment-we know that isn't true."
RBR observation:
While Shaw was at a panel session later in the day in the same room, he said nothing about Pool's challenge. He actually had some nice things to say about the agencies, which you'll read next week. We note it wasn't an ultimatum, but it's obvious agencies are banning together on the matter, and for upfront negotiations this could become an ultimatum. We think Pool was smart in not issuing a full-blown ultimatum-she delivered an excellent speech. We believe one or two networks may cave at the challenge, creating a tipping point for the industry. It may indeed be for this upfront season. Stay tuned
Good Morning - Gain a personal edge on today's business day. Are you reading this from a forwarded email?
