If Everyone Uses Incorrect Data, Is It Still Wrong?
Seth Godin points us to Quantcast, IMO a combination of HitWise and Alexa. It’s a very intriguing interface with some easy-to-understand graphs and charts.

Now, I’ve never made any secret of my dislike for Alexa. My issue is related to the integrity of their data. And unfortunately, I have a similar concern with Quantcast. Specifically, they collect their data through some of their partners, as well as the sites themselves. So, where Alexa relies solely on the users to drive traffic numbers (causing an obvious skew); Quantcast requests site data in order to refine their results. Far from perfect, but at least they admit it. So, there's at least an upside.

This got be thinking about ratings in general. Forget the Internet for a minute. TV, radio, newspaper, outdoor advertising, etc. all rely on rate cards derived from measurements that are inherently flawed.

• TV rankings are often based on sweeps week, where networks change times of shows and put their best foot forward. Certainly not a representation of every week.
• Arbitron relies on a user-generated written diary to track shows. I can’t imagine how this is truly accurate.
• Newspapers rely on circulation and readership, which certainly doesn’t measure whether or not the reader looks at your half page ad in the middle of the finance section.
• Billboards measure an average of daily estimated circulation. Is that with or without the omnipresent chance of a traffic snarl?

But we use it…often without question. I’m not saying that I have a better way of getting numbers, but every traditional media planner/buyer has to know deep down that this isn’t accurate. Regardless, we quietly “share the lie.”

Maybe we “interactive folks” are spoiled from Web analytics and HitWise-type information, but we need a second measurement to keep traditional media accountable. The next time that hungry media rep starts pitching their fantastic numbers, ask them to put their money where their mouth is, and use a redirecting vanity URL in your creative. Challenge them with something spectacular (i.e. generous PPA, value add banners on their Web site, etc.)

At the end of the campaign, the only thing that matters is the results for the client, not the claims of Neilson, Arbitron, etc.

Labels: Quantcast, ratings, traditional media

Jeremy | permalink | +marktd |