Recession Increases Demand for Media Measurement
June 11th, 2009Posted by: Hannah Del Porto Posted in Media Measurement
AMEC, the International Association for Measurement and Evaluation of Communication, has released a new study to mark the opening yesterday of the 1st European Summit on Measurement in Berlin.
The results reveal that PR clients are increasingly interested in using media evaluation techniques to gauge the effectiveness of their PR programs. 77% of AMEC members reported an upward trend in client requests for measured proof of PR campaign success.
Other key results include:
- Increasing client interest in measuring social media (92%)
- Clients becoming more price sensitive (92%);
- Increase in the involvement of procurement specialists in the purchase of measurement and evaluation services (69%)
Other study highlights are:
- Increase in client demand for measurement of online communications from 29% in 2008 to 41% in 2009.
- Increase in client demand for broadcast media evaluation from 15% of assignments in 2008 to 25% in 2009.
- 77% of clients commission single country programmes or projects.
- 54% of AMEC members are pessimistic toward economic conditions, believing the market will worsen in the next 12 months.
Barry Leggetter, Executive Director of AMEC, said: “It’s ironic but it has probably taken a recession to be the turning point for achieving a breakthrough in the recognition of the value that proper measurement can bring to a PR programme.”
Tags: AMEC, European Summit on Measurement, Media Evaluation, media measurement, PR, social media
