Spanish media association On, accused the official Spanish online ratings bureau(Oficina de la Justificación de Difusión (OJD)) and also Nielsen, alleged “irregularities” in the way Internet audience is measured in Spain. As a result of the recent published data about Internet ratings in Spain, a couple of very big offline publishers came up on top of the list (Elmundo.es s and Marca.com) which sparked controversy and opened up the debate about what methodology should be used to create the ratings.
This group believes that the sector’s discontent is the result of “mismanagement” . The transition from the previous system – managed by OJD and Nielsen Market Intelligence has proved to be “flawed”, the lobby states. The argument wielded by the critics is that the new data should not be compared to data from Nielsen’s previous system , since both methodologies are not the same. Therefore, the published growth rates do not correspond to an actual increase in audience, but are the result of the change in methodology.
According to a speaker from Media On “this decision was taken without being notified to the customers affected, which has caused a situation of unequal treatment and generated distrust in the industry.”
Despite its crititicism , the association commended the OJD for its wilingness to facilitate the process transparency. Media Group On comprises of several powerful communication companies such as Editorial Unit, Prisa, Vocento, Grupo Zeta, Grupo Godo, 20 minutes, Editorial Prensa Ibérica and Grupo Antena 3, etc.
This polemics could be extrapolated to the rest of European Internet ranking systems. With advertising budget being shifted to online channels being on top of the list migh mean a great deal of additional revenue for traditional publishers, that are seeing on the Internet the opportunity to make up for plummeting advertising deals in their offline outlets.
In the International Search Summit, hosted in London the 14th of may, Martin Belan from the Guardian will talk about how major publishers as the ones on the top of the Spanish list are leveraging social media to drive traffic, and thus advertising opportunities to their online properties.
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Oscar Carreras: Spanish Linguistics graduate with a wide knowledge of new technologies resulting from an additional certificate in Advanced Computing. Varied Experience in web development, database management and graphic design, complemented by strong language ability and organisational skills developed in diverse work environments. Understanding of online marketing, SEO, PPC, SEM....