The JIC

PictureChristopher O’Hearn

3M3A Project Director

PAMROAugust 2016

Some Basic PrinciplesEffective Industry Consultation

Meeting total market needsFull disclosure

Fair and open access

TAM Governance Types

JIC – Joint Industry Committee• Formal entity with representatives of broadcasters and agencies, sometimes

advertisers• “The principle of Effective Industry Consultation is inherent to a JIC”

• Ensures user/customer-led methods and access

MOC – Media Owners Committee• Typically broadcasters who guarantee funding and draw up specifications

• Agencies and advertisers play consultative or technical roles

Owned Service• Operator or research agency runs the system

• Usually with some certainty of market support and non-competition

Source: GGTAM

Classic JIC Structure

Owners’ Board

TAM Brand

Industry Board & Technical

Committee

Industry Clients Operator

JIC – Joint Industry Committee of owners and shareholders provide

board level management and funding

Media, agencies, clients, govt, for support and

consultation

‘Public’ entity to sell data, manage operator and represent

to industry

No direct relationship between clients and

operator

Contracted to manage panel and produce data.

TAM by Numbers

Country Population Homes Panel HHs Panellists Ratio

Norway 4.6m 2.1m 1060 2,300 1:2000

Czech Republic

9.9m 4.1m 1850 4,500 1:2200

Finland 5.1m 2.2m 1100 2,550 1:2000

UAE 6.0m 1.8m 850 2,800 1:2100

Sth Korea 46.2m 17.3m 4320 11,500 1:4000

UK 57.6m 26.5m 5800 12,600 1:4600

Singapore 5.5m 1.23m 1200 4,100 1:1350

India 1.25b 232m 23,000 250,000 1:5000

Kenya (09) 38.6m 8.8m 2200@4.4/HH 9,680 1:3900

Nigeria (06) 140m 28.2m 5700@4.9/HH 28,000 1:5000

Typically $2000-2500 / HH p.a. for managed statistical panel

3M3A TAM Survey – 32 Countries

19 Direct SurveysAustralia

Canada

Czech Republic

Finland

France

Germany

India

Ireland

Lebanon

Netherlands

Norway

Pakistan

Romania

Singapore

South Africa

Sweden

Switzerland

Thailand

UAE

United Kingdom

We asked about…

• Media Coverage

• Type of Entity

• Age and Size

• Ownership

• Source of Funding

• Division of Funding

• Technical Committee

• Control and Consultation

• Auditing

Additional Information and Key:

1. Japan Audience Measurement

Report; Syfret & Ruud for CASBAA;

2013. *

2. Operators; Kantar, GfK, Other. ^

Types of Entity

JICS (or Tripartite)UK

Sweden

Netherlands

Ireland

Czech Rep

France

Switzerland

Romania

Germany

Italy*

Canada

Thailand

Lebanon

India

UAE

Hong Kong*

MOCsAustralia

Norway

South Africa

Philippines*

Owned SystemFinland

Poland*

Spain ^

Russia ^

Pakistan

China ^

Japan*

Malaysia*

South Korea*

Taiwan*

US*

Brazil ^

16

4

12

European

tendency for

JICs…

But there is no

single model

Coverage & Structure

17

5

6

Years

>20 7

10-20 5

<10 7

Size

>20 7

10-20 3

<10 9

Ownership

All media, agencies 12

Principal Media 3

Industry Bodies 2

Suppliers 12

Government 1+

Industry bodies tend to represent non-broadcasters

i.e. agencies and to a lesser extent advertisers

Finance by Owners

75%

Average

amount of

owner funding

Whole/Main owner funded 13

Partly owner funded 3

Agency Funding

Market Share 2

Fixed or Flat 4

Industry Bodies 2

Establishing a TAM or JIC requires a long-term

commitment for owners to underwrite costs

Broadcaster Funding

Market Share 7

Fixed or Flat 6

Finance by Subscription

56%Subscription

Average

>50% subscription 2

<50% subscription 3

…not incl Owned Services

Agency Subscription

Market Share 5

Fixed or Flat 5

Advertisers (Fixed) 5

Subscription revenue tends to be supplementary

outside of owned services

Broadcaster

Subscription

Viewing Share 5

Ad Share 2

Governance

17 included broadcasters on tech com

• Lebanon excluded

13 included agencies

• Cze, Nor, Pak, SA exclude

2 included external advisors (Swi, UAE)

9 included advertisers

India, Singapore included regulator

Standard practice to include a general tech committee or advisory

group

• Owned services also followed this standard

Auditing is mixedExternal Audit 11

Internal/External 6

UK has a semi-permanent

audit function

Control & Decisions• Rests with owners (18)

except in Ireland

• 4 share control with wider

groups

Audit FrequencyOngoing/Annual 11

Regular 4

Occasional 4

CHANGE

Building a new TAM is a change process

Establish CaseWHY

Build coalitionWHO

Create VisionWHAT

CommunicateCLARITY

Enable Action, Clear Obstacles

HOW

Score GoalsWINS

Sustain ChangeCONTINUE

Cement ChangeEND STATE

The Roadmap

Create a stakeholder body or JIC, whether formal or informal• Legal structure, business plan, operations

Specification and options for the measurement system

Pilot and testing by interested vendor(s)

Tender, contract award and negotiation

Project implementation (including establishment survey)

Technical testing and signoff

This journey may be two years

CONCLUSIONS

European countries have gravitated to JICs

Markets expect owners, mostly media players, to bear 70-

80% of costs over the life of the system

Agency involvement and contribution highly localised

Advertisers unlikely to be directly involved

Management of all stakeholders is essential

There is no single universal model for TAM or JICs

There may be no right, but there is no wrong

Christopher O’HearnProject Director3M3A

cohearn@3m3a.com

www.3m3a.com

Survey Link

Thank you