Revisited Sector Paper on: ISIC 7310 Advertising Matt Berger & Ian Richardson United Kingdom ONS...
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Transcript of Revisited Sector Paper on: ISIC 7310 Advertising Matt Berger & Ian Richardson United Kingdom ONS...
Revisited Sector Paper on: ISIC 7310 Advertising
Matt Berger & Ian Richardson United Kingdom ONS
Jiří Šulc Czech Statistical Office
ISIC 7320 Market Research and Public Opinion Polling
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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Why are we here?
• Substantial investment by VG in independent development of– SPPI’s– Turnover
for the Advertising industry
• Need to– Bring these together– Complete work on Turnover– Determine any recent changes in SPPI’s – Expand to Market Research and Public Opinion Polling
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
3
What we shall see
• Summary of earlier VG SPPI work on Advertising only
• Some details on Advertising Turnover
• … and a promise to complete this work
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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Overview
• History
• Status
• Classifications
• Turnover
• SPPI’s– And a discussion on quality
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
5
History
• 1993 –French paper on model survey for Advertising (Oslo)
• 2001 –Mini-papers on Advertising SPPI’s from France, Australia & UK (Örebro)
• 2002 –Advertising SPPI Principal paper from France (Nantes)
• 2004 –SPPI paper from Austria –Turnover paper from Spain (Ottawa)
• 2005 –OECD-Eurostat SPPI guide
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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Status (SPPI)
ISIC 7310 Advertising
• OECD inventory – 26 of 38 have SPPI for at least part
• More detailed queries– Sales & Leasing
• 12 of 29 have SPPI for at least part
– Creative component• 9 of 29 have SPPI for at least part
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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Classification - Industry
ISIC Rev 4 NACE Rev 2 NAICS 2007
7310 Advertising 73.11 Advertising agencies
541810 Advertising Agencies
73.12 Media representation
541830 Media Buying Agencies
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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Classification – Products (CPA only)
Code Description
73.11.11 Full service advertising services
73.11.12 Direct marketing and direct mailing services
73.11.13 Advertising design and concept development services
73.11.19 Other advertising services
73.12.11 Sale of advertising space on a fee or contract basis in print media
73.12.12 Sale of TV/radio advertising space or time on a fee or contract basis
73.12.13 Sale of Internet advertising space or time on a fee or contract basis
73.12.14 Sale of events related advertising
73.12.19 Other sale of advertising space or time on a fee or contract basis
73.12.20 Resale of advertising space or time on a fee or contract basis
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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Classification - Observation
• ISIC (& any direct derivatives) do not provide sufficient detail
• National & regional classifications split between two types of services– Sales & leasing– Creative
• Reflected in SPPI & turnover practices– Even for those countries that use ISIC-based
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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Turnover statistics (ONS developments)
• Two key variables– Sales– Commission and fees (for services where title is not held)
• Sales delineated down by type of medium– Print, TV/radio, internet
• Advertising agency services delineated by activity– Full service– Direct marketing– Design and concept– Other
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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Other turnover considerations
• Measurement from Advertising establishments– Miss all secondary activity
• Sales of time (and space) can follow two different models– Differ by country– Differ by establishment within country
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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Two different sales activities
• Broker–Bring together customer and media
–No change of ownership
–Service is “bringing together buyer and seller”
• Distributive trade–Purchase time or space from media
• Change of ownership of time (or space)
–Sell to customer• Change of ownership
of time (or space)
–Service is like retail• Margin industry
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
13
Entities
CustomerAdvertising agency(Creative)
Media Agency Media
Media Marketer(Sales House)
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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Entity relationship – Model 1 (Part 1)
CustomerAdvertising agency(Creative)
Media Agency Media
Media Marketer(Sales House)
Ad campaign
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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Entity relationship – Model 1 (Part 2)
CustomerAdvertising agency(Creative)
Media Agency Media
Media Marketer(Sales House)Negotiating
- buyer and seller
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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Entity relationship – Model 2 (Part 1)
CustomerAdvertising agency(Creative)
Media Agency Media
Media Marketer(Sales House)
Ad campaign
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
17
Entity relationship – Model 1 (Part 2)
CustomerAdvertising agency(Creative)
Media Agency Media
Media Marketer(Sales House)
Change of
ownership
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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Service Producer Price Indices (SPPI’s)
• Separate indexes for creative and sales activity
• Further refinement by type of medium
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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SPPI’s for creative advertising services
• Pricing methods usually methods based on working time
• Productivity issue acknowledged
• Labour activities grouped by medium, function and expertise
• US use model pricing– Future use in Netherlands
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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SPPI’s for sales and leasing
• Different indexes for different media
• Typical methods:
– Pricing of repeated services• e.g. Price per ½ page
– Average unit values• e.g. Turnover divided by number of pages
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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Typical specifications
• Single medium
• Allow for discounts– Transaction not list prices
• Incorporate “size of placed advertisement”– Length of commercial– Size of press advertisement– “Banner” size on WWW
• Incorporate “size of audience”– TV viewers– Radio listeners– Web page views– Media circulation
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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Examples
• Germany – press
• Spain – radio
• Czech Republic – internet
• Many countries do this–US does not
figuresn Circulatio
discount - pressin page one of Price
Unit value
audience minutes
Turnover
eUnit valu
bannerinternet of Area
views1,000per Cost
ValueUnit
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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Constant Quality & Size
• Size of the advertisement– Important to success of advertising campaign
– Limited resource for producer • And can be controlled or changed by the producer
– Need to be controlled when considering either the producer or the consumer perspective• Of the “space” or “time”
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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Constant Quality & Audience
• Number of viewers, or readers, or listeners– Important to success of advertising campaign
– Important to producer• Valued by customers• Economic activity of producer aimed to increase audience
static– Or at least not decrease
» TV or Radio broadcaster» Newspaper publisher
– Need to be controlled when considering either the producer or the consumer perspective
• Of the broadcast or publication
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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Sales and leasing of advertising
• Service is not the media production
• Advertising sales are a brokering or margin type service
• We are considering the service of “selling advertising space and time”– Not broadcasting or publishing
• So does this matter?
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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Some non-advertising examples to consider first
• Bottle of beer
–750mL
–330mL
–Quality is not the same!
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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And now some advertising examples
• 30 second time slot on TV
–13:00 Monday
–18:00 Friday
–21:00 Saturday
–03:00 Sunday
–Are the qualities of the products the same?
• Viewing time
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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And now some advertising examples
• Viewers for a given time slot on TV
–15% audience share
–5% audience share
–Are the qualities of the products the same?
• Viewing time
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
29
But now look at some associated services
• Selling a bottle of beer (retail service)
–750mL
–330mL
–Are the qualities of the
service of selling the same?
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
30
Service of selling advertising time
• 30 second time slot on TV
–13:00 Monday
–18:00 Friday
–21:00 Saturday
–03:00 Sunday
–Are the qualities of the Service of selling the same?
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
31
Service of selling advertising time
• Viewers for a given time slot on TV
–15% audience share
–5% audience share
–Are the qualities of the Service of selling the same?
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
32
Differences in quality – 5% vs. 15% viewers
• Different for the producer of the program
• Different for the media broadcaster
• Different for the customer
• But is selling the air-time a different service?–Compare “Is selling a 330mL beer different from a 750mL?”
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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Regarding audience figures
• The audience figures are important to the customer and the media outlet– And clearly a quality indicator for each of them
• But of what relevance are they to the quality of the (third party) advertising sales & leasing agency?
• The advertising sales agency has no economic activity associated with changing the size of the audience– Different from “direct mail” advertising
• Question to VG – what shall we do?
Voorburg 2008 ONS/CSO Revisited Sector Paper on Advertising, Market Research & Opinion Polling 22-26 September 2008
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Questions?
• Thank you
Matt Berger
Ian Richardson
United Kingdom ONS
Jiří Šulc
Czech Statistical Office