John Grono

Articles by John All articles by John

• JICs & MOCs: Ten Cornerstones in MediaDailyNews on 11/06/2023
  

  The motivation for this White Paper came from a recent claim, by a U.S. TV/video audience measurement alt-currency major TV network "consortium," which includes some global media agencies, that it is operating as a "JIC" rather than what it is - a Multi-Currency Certification Committee, M-CCC.

Comments by John All comments by John

• Nearly 30% Of Viewers Don't 'Generally' Watch TV On Average Day: Survey by Wayne Friedman (Advanced TV Insider on 06/18/2025)
  

  Don't worry Wayne ... the under 30s won't have time to read your comment (hehehe).

• At Cannes Lions, Ad Measurement Is The Creative Industry's Most Urgent Challenge by Nada Bradbury (MAD on 06/13/2025)
  

  I agree with Tony and Ed.There is also an issue beyond just whether the ad is "seen" using claimed technical measurement.   But SURELY it is important that the measure of repetition of seeing an ad is at least, and if not even more, important of frequency.   Sit down and watch your TV (or other advice), count how many times you see the same ad in an hour ... surely that will drive you mad having to watch the same ad for something you don't need of want!

• Ghouls Out: Undead Walk Among Us In Syfy's 'Revival' by Adam Buckman (TVBlog on 06/11/2025)
  

  One can only hope that it is a dying trend.

• Why Creators Are Eating The World by Cory Treffiletti (Media Insider on 06/04/2025)
  

  Will probable excelerate the growth of non-social media.

• Meta Plans To Automate All Ad Creation By 2026: Report by Colin Kirkland (MediaDailyNews on 06/02/2025)
  

  Hmmm.   So the operation plan is "... demanding nothing from advertisers but connection to their bank account."But what happens if the advertiser doesn't want, like or accept the advertisement that was publicly released without approval by the advertiser?   Sounds like a massive court case in the offing.

• How AI Will Force Agencies To Rethink Pricing Models by Richard Whitman (Mediapsssst on 05/13/2025)
  

  Bravo Ed.   Spot on.The difference between a good creative agency and AI is that AI is primarily based on information that is easily accessible that anyone dig into the pool.A creative ad agency (the ad and the placement strategy) produces a new communication to the market.   Yep, once such strategies are public they will flow into AI.   If you can't afford originality with your product ... just knick the ideas your liked and do it via AI. 

• Nielsen, We Need A Gauge With A True Ad-Supported View by Dave Morgan (Media Insider on 05/09/2025)
  

  I agree Ed.Marketers and advertisers wish for much ... but want to pay for less.

• Nielsen, We Need A Gauge With A True Ad-Supported View by Dave Morgan (Media Insider on 05/09/2025)
  

  Thanks Ed.I totally agree that regarding the people-meter button is not that accurate, especially for the 'young-uns'.   Mum & Dad may push the button for them (cough-cough) so no surprise that youth is probably under-represented even while their TV viewing hours diminish.  I doubt that the parents have a 100% record.  OzTAM has installations in about half the homes (I think) that can track pretty well (but I doubt perfectly), and I think that data could also be used to extrapolate the other half as a better estimate.Dave, are the marketers willing to pay for the 'attention numbers'?   The current system is paid by the agencies (and claw back some costs in their rates).   When you consider that in, say a 60 minute program, there is 'one program' and probably 50+ ads.   Who would pay for the new 'data deluge'.   I doubt that the client would pay for measuremen of THEIR ads.   

• Nielsen, We Need A Gauge With A True Ad-Supported View by Dave Morgan (Media Insider on 05/09/2025)
  

  Thank you Ed, you make valid comments.   They do seem to be based on US research.'People Meters' were an improvement back in the 1980s and 1990s.   But I am not sure where the source for the 90% of all TV commercials being watched came from.  We didn't see that magnitude in AU.Camera studies are generally done on a small cohort knowing exactly what the research purpose is and they strive to be "good citizens" and co-operate.   In fact most 'camera studies' are now done on mobile phones and/or household digital equipment.  In AU we have devices within the household's rooms that have a TV et. al.   Roughly half co-operate, and the other half are extrapolated based on the co-operation data.I agree that Attention is a very desirable metric.   There are some methods of attention rates, but given the plethora of ads I suspect that it will be quite some time before being measured is a standard.   P.S. I would wonder how they would be able to measure the Sony Bravia bouncing balls ... I know I loved it but didn't buy one.   Yep, research is never 100% correct.

• Nielsen, We Need A Gauge With A True Ad-Supported View by Dave Morgan (Media Insider on 05/09/2025)
  

  Ed. you are right ... in a way.   The TV ratings don't measure 'appreciation or boredom'.   Yes of course not every panellist will be 'pressing the button' but many do (can be better in larger homes when little Johnny is bored and leaves).   I would even suggest that the person who correctly press's  buttons is paying less attention to the content than button pressing.Dave, I sure hope that the industry is ready for a system that is a 'good' estimate.   We're going through with that often in AU.Overall, there is an old saying ... no research has ever been 100% accurate ... just strive to get as close as possible.

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