An AMEC study of its members has found that the media intelligence industry grew 10% for 2010-2011, down from 14% from 2009-2010. Peter Granat, CEO of Cision, North America and Chairman of AMEC’s Business Development Committee, put a happy face on the slowing growth, saying he was pleased to see the 10% industry growth figure in “a tough trading climate”.
In better news, the study also found an increase in client interest in social media measurement: More than eight out of ten members reported an increase in requests for social media measurement services in the past 12 months.
And in more good news, 54% of respondents said interest had increased in linking media analysis metrics to outcomes. As you may recall, one of the Barcelona Principles is that "Measuring outcomes is preferred to measuring media results."
The AMEC press release also reports that:
- Half of survey respondents now have their own teams for social media evaluation.
- One in four respondents has partnered with a social media evaluation company.
- "71% of members reported that senior level communications professionals in client organisations were driving the client interest."
Unfortunately, the AMEC release does not provide previous data to compare these numbers against, so it is not clear if they are an improvement or not. The AMEC press release provides a few additional results, but no link to the study or previous year's results. --WTP