Our Top 10 goes digital

AdMedia,  Sep 19, 2005  

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The TVC Top 10, AdMedia's monthly chart listing NZ's favourite commercials, is transforming as leading research agency TNS www.tns- global.co.nz switches from diary-based methodology (around 500 respondents per month) to an online panel (1000 respondents per month).

The new-look research will dip into NZ's largest online survey panel, owned by website www.smilecity.co.nz which ranked #22 on NetRatings' July list of the most-visited NZ websites.

SmileCity is a major NZ online loyalty programme, with over 100,000 members. Using loyalty points, it rewards members for participating in online surveys, responding to email marketing offers, or shopping with its 65 online reward partners (like Dell, OPSM, Intercontinental Hotels, Real Groovy). Points can be used for charity donations, purchases from the online catalogue, bidding in SmileCity's online auction - or redeemed for cash.

Gone is the reluctant participant. Loyalty points mean respondents are keen to answer surveys, and online experience shows they are usually frank and robust in their opinions.

SmileCity's Jeff Glazer told Fastline the exclusive partnership with TNS "heralds a tipping point of online research in NZ".

"Many corporates have been using SmileCity for online research for the past two years - TV3's issues polling on Campbell Live is also being conducted via SmileCity."

TNS md Murray Campbell says, "We have found incentivised, online research using the SmileCity member panel is fast, efficient and provides insights as good as - if not better than - those from diaries."

TNS and SmileCity hope to have the new AdMedia service - which initially will be parallel-checked against diaries - in place for the October edition of AdMedia.

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