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 [email protected]/HH 9,680 1:3900
Nigeria (06) 140m 28.2m [email protected]/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
www.3m3a.com
Survey Link
Thank you