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PRACTICE OVERVIEW

As the definition of media continues to expand, so does the complexity of measuring exposure, engagement, and investment return – all essential to justifying spending on new and established media alike. In today's world of increasing demands on consumers' time, which media and advertising messages resonate, and why? Which cutting-edge media technologies are most worthy of consideration by advertisers? And how can all stakeholders find the best ways to combine media properties to reach key audiences with maximum efficiency?

Knowledge Networks conducts a wide range of research in the media arena, leveraging such core assets as:

  • KnowledgePanel®, the only nationally representative online panel of U.S. consumers
  • YPMRSM, the exclusive measurement of Yellow Pages directory shares
  • The Home Technology Monitor™, which has been tracking ownership and use of media technology for 25 years
  • MultiMedia Mentor®, the gold-standard resource for allocating media so that they will reach target audiences

The core of our media practice lies with Knowledge Networks/SRI (formerly Statistical Research, Inc.), which possessed 35 years of experience. In its media work and elsewhere, KN/SRI has frequently teamed with major advertisers and agencies and media buyers and sellers to understand audience patterns and achieve specific goals. To complement the quantitative dimensioning, Knowledge Networks has also added value to ratings data from all sources by conducting in-depth qualitative research on how people respond to and use media, examining audiences "from the inside out" – from the consumer's point of view.

Since the early 1990s, KN/SRI has conducted annual studies (40,000+ interviews) designed to understand how consumers approach media – the circumstances that bring them into the audience and the decisions and behaviors that characterize their use. This How People Use® Media work is at the core of our study of engagement and has helped shape the current dialogue and thinking on the topic. In fact, several KN/SRI-developed measures are now staples of networks' engagement guarantees, and The Home Technology Monitor™ conducts How People Use® studies of different topics – from use of DVRs to PCs each year.

The measurement of advertising effectiveness is a subject of continuing discussion and investigation. We've examined the efficacy of advertising through a number of different filters including brand awareness, brand loyalty, attitudes toward the brand, advertising awareness, awareness of major copy points, and even sales data. Past projects related to advertising effectiveness include:

  • Measures of brand awareness and advertising awareness and of advertising recall within tracking studies;
  • Continuous tracking of national advertising campaigns;
  • Continuous tracking of usage of Yellow Pages and purchases based upon the usage;
  • Before-during-after tracking of awareness of television programs in matched markets in which promotional efforts were varied;
  • Before-and-after measures of awareness of advertising in test and control markets in which advertising campaigns differed;
  • Before-and-after measures of brand and advertiser awareness, advertising recall, and reaction to advertising;
  • Awareness of slogans or advertising messages for products, services, and brands; and
  • Advertising copy testing.

Another integral part of Knowledge Networks' media practice involves the study of image – how media companies are perceived by the public. We provide clients with a deeper understanding of the relationship between consumers and their brands. By focusing on the different steps in the ascent toward brand "resonance," we can help clients better understand how their brand equity compares to that of its competitors, how they can leverage consumer expectations about their brand, and identify which brands in different categories might be appropriate partners.

KN/SRI's relationship with buyers and sellers has also included being a source of media currency. Through the RADAR™ ratings service, KN/SRI produced radio's national network ratings for over 20 years. KN/SRI developed a new television ratings system through its S*M*A*R*T ratings laboratory. Currently, KN/SRI provides radio ratings for children 6 to 14 and mothers with children 2 to 11, making it the default currency for children's radio ratings.

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FEATURED INSIGHTS

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For more information on our Media services, contact:

Maura Clancey
908 497-8080
Email

David Tice
908 497-8075
Email

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