“Objectivity of detection is needed, with homogeneous metrics. We are year zero for digital audiences. We aim for comparability and shared standards for video, audio and text in third-party measurements. Today there are means that process and assemble self-produced data: the measurement of third parties would be a significant novelty. All this does not yet exist in the world of research, a radical transformation is needed “. Lorenzo Sassoli de Bianchi, president of Upa (the association of advertisers), proposes guidelines for a “homogeneous and transparent” measurement of audiences. The association highlights that “the proliferation of media, platforms and devices for accessing content has created behavior of use by individuals that are structurally cross-media and not simply multimedia: it is not only a theme of multiplicity of advertising channels, but of existence of real fruition paths that qualify the value of each individual medium, and allow its full enhancement in advertising processes “.
Agcom, revolution in the audience measurement sector
Sassoli indicates the stages of a “complex and articulated” process: “First we need to discuss the method by which to carry out the research. Then, we will decide who will do this research: identifying the subject now is a false problem”, he summarizes. it is planned to involve the oct but we start from the current subjects. In the process, Sassoli says, it will be essential to involve Fieg, a privileged interlocutor given the weight of the digital audience of online newspapers. has set a perimeter of 12 months: “There isn’t much time,” says Sassoli.
“The guidelines are a basis for discussions with all components of the market. The closest objective is to create a cooperation system that allows for homogeneous, comparable and consistent measurements with the methods of use of the vehicles by people. We want a transparent, independent system, in line with the indications of the AgCom “, which it also launched in 2018 an investigation on Audiweb. “We await the results”, Sassoli limits himself to say for now. In the current framework, “the tumultuous change underway offers us the opportunity to reflect deeply and give a future to the topic of research. People’s behaviors are rapidly changing, everyone has different types of devices at their disposal”, he continues.
The issue of third party is crucial. Upa highlights the need “for the strategic assets of the data production structure to be held by the JIC – Joint Industry Committee, a cross-checked body that brings together all the components of the measured sector – in order to allow maximum independence and maximum interoperability between different suppliers on the market. “The topic becomes topical if we consider the debate that in recent weeks has developed around the data released by Dazn, the platform that this year broadcasts all the Serie A matches in streaming. .
“For the first time we have no data that tells us how many users are, who is watching the game: we don’t know how the data is produced, we don’t know the number of subscribers, there is no JIC. It’s a nebulous situation and Upa doesn’t like opacities, ”says Sassoli. “Streaming football is offside at the moment, but we understand that we need a break-in. An investigation by AgCom is in progress and we want to be understanding. In every venue, however, we will ask for transparency and responsibility, especially towards spectators who have paid. A transparent system guarantees competition and benefits everyone ”, Sassoli adds, stating that the ‘Dazn case’ is not at the origin of Upa’s initiative. “It all started from the moment in which Upa expressed doubts about the merger between Audiweb and Audipress: we had to reflect, which produced these guidelines. Dazn is not the only digital broadcaster operating in Italy, the issue concerns everyone: I don’t want to personalize or demonize ”.
“The need to have official data available that represent the contemporary scenario is essential for the potential of the new media system to be understood, used and exploited correctly by the entire market. I don’t think there can be diverging interests on this issue: certainly not between investors and agencies that work with the same goal of maximizing the return on investments, but not even between the market and publishers “, underlines Emanuele Nenna, president of Una – Communication companies united. “I believe it is only right that those like us who use data on the use of the media as raw material for their work are at the forefront in this phase of rethinking the detection systems, bringing to the table both a real representation of the needs of the market, and a profound technical know-how “.
The next step? – Upa and Una promote a discussion table between the partners – Fieg, Fedoweb, RAI, Mediaset, La7 and CRT – who set up the official research on audiences – Audipress, Audiweb and Auditel to define a shared path of cooperation and integration of research , on the basis of the policy resolution published last June by Agcom.