60 years of Media Industry support

Since 1957, CESP has played different roles to support Media Industries.

Our initial mission was to conduct media research. CESP had started with print and one by one, measured other media: outdoor, radio and then television. Our second life started when CESP launched its first audit, in 1988. Finally, CESP changed its status in 1992 and no longer conducted direct research to focus on media measurement audit and consulting.

Nowadays, the main missions entrusted to CESP are to audit currency surveys and to advise on media measurement best practices related to major evolutions. Indeed, CESP actively participates in new media measurement approaches, such as multiscreen, digital campaign measurement or adverification.

To do so, CESP has enriched its team and its Scientific Committee with high profile data science and IT specialists. CESP has also been involved in audit and consultancy all around the world for 20 years. To date, CESP has supported media industries in more than 20 countries.

We are very happy to celebrate CESP anniversary with you and to share CESP recent international missions.

Enjoy your reading,

Valérie Morrisson & Olivier Daufresne

On November 8th 2017, CESP organized a media industry conference entitled “Revolution of medias, revolution of audiences?”, to celebrate its 60th anniversary. The following topics were discussed with a large panel of media professionals.

2 Keynotes: The event started with a keynote by Nicolas de Tavernost (M6 group) about CESP history and current stakes. Watch the video [in French] Thierry Jadot (Dentsu Aegis Network) concluded by presenting the coming advertiser communication challenges. Watch the video [in French]

2 round tables: “Data and audience: what is at stake?” gave the point of view of advertisers (WFA), a publisher, a media agency and a data alliance. Watch the video [in French] “Artificial intelligence, the next revolution?” dealt with the possible impact of artificial intelligence among media measurement. Watch the video [in French]

This event was also an opportunity to share an overview of CESP achievements, in France as well as abroad. Indeed, CESP has supported the French media industry since 1957 and other countries since 1997. Valérie Morrisson, CESP Managing Director and Olivier Daufresne, Director of International Projects present a short retrospective of CESP contributions around the word.

UKRAINE
CESP conducted a full audit of the Ukrainian TV audience measurement system.
Upon the request of the Television Industry Committee (TIC), CESP conducted a full audit of the Ukrainian TV audience measurement system deployed by KIIS (Kiev International Institute of Sociology) for the Establishment survey and by Nielsen for the panel.

The main objective of the audit was to ensure the alignment of the TV audience measurement system with the commitments to TIC and with international standards. CESP was also requested to share its international experience on specific issues, in particular:

• CESP accompanied TIC regarding the collection of TV reception mode, sharing actionable recommendations and best practices.
• CESP evaluated the socio-economical class design, in order to define if they were relevant and robust enough to be used as a control parameter.
• CESP supported the media industry in the detection of abnormal viewing, thanks to statistical analysis of the TV consumption behaviour.

Television Industry Committee: The testimonial of Igor Koval, Director

"We would like to express our outmost gratitude to CESP for the remarkable level of provided audit of Ukrainian TAM service. We are delighted with the recognition of compliance of the measurement with the highest international standards, and for the praise of the actions undertaken to assure the quality of service under the conditions of armed aggression in Eastern part of Ukraine. Outstanding expertise of CESP representatives involved in the mission as well as Scientific Committee of CESP was of a great benefit for us in order to evaluate the performance of the TAM panel and identify the next steps to further develop the service. We are looking forward to continue our cooperation with CESP to implement all of the proposals outlined in the audit results and apply best international practice in the field of TV audience research.”

INDIA
From ensuring the representativeness of the TV panel to the evaluation of the panel management
In India, the Broadcast Audience Research Council (BARC), engaged CESP to evaluate specific components of its TV Audience Measurement Service. BARC India is an advertising and media industry sponsored Joint Industry Committee responsible for TV Audience Measurements in India, the world’s 2nd most populous nation with 183 Million TV households and 780 Million individual TV viewers aged 2+.

Broadcast Audience Research Council: The testimonial of Romil Ramgarhia, Chief Business Officer

"The first mission BARC assigned to CESP was to ensure the representativeness of the BARC TV panel, one of the largest TV panels in the world. The CESP team evaluated the BARC Establishment Survey of 300.000 interviews per year and a panel of 26.000 households as of April 2017 that was in the process of being expanded to 33,000 panellists. CESP Scientific Committee was impressed by the alignment of the BARC Establishment Survey and panel structures with the theoretical panel design objectives, ensuring the representativeness of BARC TV audience measurement system. BARC subsequently commissioned CESP to continue its evaluations of the BARC TV Measurement Service with a major consulting engagement, currently underway, charged with a detailed review of BARC panel management operations.”

SINGAPORE AND RUSSIA
TV program and Video measurement on all devices.
Multiscreen was again the hot topic for TV audience measurement in 2017. CESP is fully involved on the different methodological approaches to measure video and TV programs on all devices in order to support the French media industry but also the European and Asian media industries.

In the second half of 2017, CESP audited the video and TV program audience measurements put in place in Russia and in Singapore.
In Singapore, the measurement is based on the fusion of TV audience panellists with panellists under measurement through GfK software on the digital devices (smartphone, computer and tablet) and GfK web census technology.

GfK: The testimonial of Lee Risk, Commercial Director APAC

“An independent audit of any service is important but I think it is particularly crucial where new multi-screen measurements are being launched as in Singapore. This helps to improve the measurement and also offer a level of transparency that can assure the industry that proper processes are in place”.

In Russia, Mediascope approach is to fuse 2 media measurement currencies: the TV audience measurement system and the Digital audience measurement on computers to generate the measurement of Video and TV programs on both TV sets and computers. The tracking of viewing on computers is based on a cookie panel with a minimum panellist involvement. This measurement will be extended to smartphones in the coming months.

Mediascope: The testimonial of Ksenia Achkasova, TV Research Director

“We are happy to continue our cooperation with CESP on the BigTV project this year. It was again an extensive project and we are delighted to see its results confirming not only the current state of measurements and its methodology but also the right direction of the BigTV’s strategic development in the nearest future. At the end of December, we conducted the presentation of the audit results to our clients jointly with CESP auditors, and it was important part of our work with the industry on agreeing next steps and project development in 2018+.”

For both media industries, the role of CESP was to audit the methodology and its deployment. CESP mission allows to ensure the necessary transparency throughout the deployment of these new media industry measurements.

FRANCE
Audit of the leading digital advertising measurement solutions: vCE from comScore and DAR from Nielsen

In addition to traditional media measurement panels, new digital advertising measurement solutions are more and more used by the media industry.

Thanks to its strong expertise in digital measurement, CESP was requested by the two leading players of advertising measurement solutions, comScore and Nielsen, to audit both solutions. CESP presented its conclusions in December 2017.

Read the vCE Audit Report Press Release

Read the DAR Audit Report Press Release

ASI Nice: “TV Audience Measurement audit in Russia: from theory to practice” – November 2017

Ksenia Achkasova, Mediascope TV Research Director and Valérie Morrisson, CESP Managing Director shared how Mediascope implemented CESP Scientific Committee audit recommendations. This collaboration is a good example of how to take the best of both theoretical and empirical worlds. Watch the video

EMSO seminar Tunisia: “Benefits of Joint Industry Committees” – January 2018

Olivier Daufresne shared his experience of the different types of media measurement research governances: User Committee, Media Owner Committee, Joint Industry Committee… He demonstrated the benefits of the Joint Industry Committee approach and how CESP supported the deployment of this kind of market organization.