DGAP-News: AMEC Survey Reports -- Boost to Measurement Sector as More

(firmenpresse) - AMEC

31.05.2012 16:48
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LONDON, 2012-05-31 16:48 CEST (GLOBE NEWSWIRE) --
A sharp increase in client interest in measurement and evaluation in the last
year is reported by the International Association for Measurement and
Evaluation of Communication (AMEC).

In new research published by AMEC, 71% of members reported that senior level
communications professionals in client organisations were driving the client
interest.

Another new trend is that that 85% of AMEC members have seen an increase in the
number of clients asking about social media measurement for the first time.
More than eight in ten (83%) also reported an increase in client requests for
social media measurement in the past 12 months

The study showed that half of the AMEC members taking part in the survey now
have their own separate team for social media evaluation. One in four has
partnered with a recognised firm of social media evaluation specialists.

The results are shown in the International Business Monitor study from AMEC,
which is the most comprehensive overview of firms engaged in the media
intelligence sector on a worldwide basis. A record member response rate of 94%
was achieved in this year's study.

The new trends come as members reported industry growth of 10% for the year
2010-2011, healthy growth given ongoing uncertainty focussed around the
Eurozone. This compares with growth of 14% in year 2009/10. Smaller firms are
now back growing in line with the rest of the industry.

Peter Granat, CEO of Cision, North America and Chairman of AMEC's Business
Development Committee, said he was pleased to see the 10% industry growth
figure in 'a tough trading climate'. He was also particularly encouraged by the
increase in client organisations now wanting to use measurement and evaluation.

'It underlines the importance of AMEC's work in education on an international
scale', he said.

Added Granat: 'Last year we expressed surprise at the disconnect between client
interest in social media and the small proportion of clients actually asking
for social media measurement. What we are seeing is this year's study is that
the long-awaited client interest in social media measurement has finally
happened.'

Other key results of the study are:

-- 74% said AMEC's initiatives to develop global social media measurement
principles is important for building their business
-- One in three clients now includes social media measurement within the scope
of the work commissioned.

-- Almost half (46%) think client budgets are being squeezed as funds are
diverted into social media.

-- 54% of members said interest had increased in linking media analysis
metrics to outcomes.

-- 80% said AMEC's work on an industry wide education programme to educate PR
professionals how to specific communications research and measurement was
important.

AMEC is presenting the 4th European Summit on Measurement in Dublin from June
13-15. More than 150 representatives from measurement companies and PR agencies
in 25 countries will discuss industry-wide metrics and measurement techniques.
To register go to http://ameceuropeansummit.org/.

Note to Editors:

AMEC is the International Association for Measurement and Evaluation of
Communication, the global trade body and professional institute for agencies
and practitioners who provide media evaluation and communication research.

AMEC currently has more than 120 members in 41 countries worldwide.


For further information contact:
Barry Leggetter
Executive Director, AMEC
Email: barryleggetter(at)amecorg.com
Tel: 44 1268 412414
www.amecorg.com
News Source: NASDAQ OMX



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Language: English
Company: AMEC


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Datum: 31.05.2012 - 16:48 Uhr
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