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  • DR AUDIENCE RESEARCH

    MEASURING   RADIO                         ZAGREB, NOVEMBER 2014 DENNIS CHRISTENSEN HEAD OF AUDIENCE RESEARCH DANISH BROADCASTING CORP.

  • DR AUDIENCE RESEARCH

    WHO  AM  I?  

    •  Master’s  degree  in  Poli=cal  Science  

    •  Worked  as  an  audience  Researcher   since  2006  

    •  Conducted  two  tender-­‐opera=ons  on   the  Danish  radio  market  

    •  Chair  of  the  steering  commiKee  behind   TNS  Gallup  Radio  Meter,  the  official   Danish  radio  currency  MOC  

    •  From  Public  Service  broadcaster  

  • DR AUDIENCE RESEARCH

    THE  AGENDA  FOR  THE  TALK  

    •  A  lot  of  talk  about  theory  

    •  Followed  by  

    •  A  lot  of  talk  of  prac=ce  

  • DR AUDIENCE RESEARCH

    FIRST  QUESTION:  WHAT  IS  LISTENING?  

    •  Radio  is  by  most  considered  a   secondary  medium  (opposed  to  TV,   which  is  a  primary  medium)  

    •  That  has  implica=ons  for  our   defini=on  of  “listening”  

    •  Exposure  /  ac=ve  listening?  

    •  Did  you  listen  to  the  ad,  or  where   you  exposed  to  it?  

  • DR AUDIENCE RESEARCH

    SECOND  QUESTION:  CLAIMED  OR  MEASURED?  

    •  Basically  there  exists  two   approaches:  

    •  Claimed  (you  ask  the   respondent)  

    •  Measured  (you  “observe”  the   respondent)  

    •  Your  selec=on  is  determining  the   answer  to  the  previous  ques=on   “what  is  listening”  

  • DR AUDIENCE RESEARCH

    TWO  APPROACHES  TO  RADIO  MEASUREMENT  TODAY:  

    •  Claimed  

    •  Day  aber  recall  

    •  Paper  or  online  diary  

    •  Measured  

    •  Portable  device  

    •  “App”  measurement  

  • DR AUDIENCE RESEARCH

    CLAIMED  MEASUREMENT:  

    •  Day  a/er  recall  

    •  A  phone  (or  online)  survey  asking   respondents  about  listening  yesterday  

    •  Done  7  days  a  week  to  create  a  weekly   data  

    •  Oben  repor=ng  weeks  or  month  aber   the  fact  –  and  only  averages  

    •  Paper  or  online  diary  

    •  Respondents  asked  to  fill  in  a  diary  on   paper  or  online  

    •  Asked  to  fill  in  7  days  

    •  Oben  repor=ng  weeks  or  month  aber   the  fact  –  and  oben  only  averages  

  • DR AUDIENCE RESEARCH

    MEASURED  MEASUREMENT:  

    •  Portable  device  /  “App”  measurement  

    •  Same  basic  principle:  a  device  listens  for  radio   •  Two  recogni=on  technologies:    

    •  Audio  matching   •  Audio  encoding  

    •  Gives  (poten=ally)  daily  data  –  for  specific  dates  and   =mes.  

  • DR AUDIENCE RESEARCH

    MEASURED  MEASUREMENT:   Day  a/er  recall   Diary   Portable  device  /  

    “App”   measurement  

     

    Type   Claimed   Claimed   Measured  

    What  is  listening?    

    Ac=ve  listening   Ac=ve  listening   Exposure  

    Granularity   Coarse   Coarse/Fine   Fine  

    Speed   Medium   Slow   Fast  

    Cost   Low   Medium   High  

  • DR AUDIENCE RESEARCH

    WHICH  IS  BETTER?  

    •  No  easy  answer  

    •  Measured  is  beKer  in  terms  of   speed  and  accuracy  –  but  it  comes   at  a  high  price  

    •  A  balance  of  three  factors:   •  Market  size   •  Market  health   •  Market  compe=veness  

  • DR AUDIENCE RESEARCH

    WHICH  IS  BETTER?  

  • DR AUDIENCE RESEARCH

    WHICH  IS  BETTER?  

  • DR AUDIENCE RESEARCH

    THE  EUROPEAN  PICTURE:  

    •  Recall  is  s=ll  the  most  used  method  

    •  Electronic  is  usually  not  a  stand   alone  measurement  

    •  Data  is  from  2012-­‐  since  this  graph   Sweden  has  changed  to  a   Electronic  /  Recall  solu=on  like  the   rest  of  Scandinavia  

  • DR AUDIENCE RESEARCH

    THE  DANISH  EXPERIENCES  

  • DR AUDIENCE RESEARCH

    DANISH  RADIO  MEASUREMENT  

    -­‐1998:   Sweeps   (ca=  and   postal)  

    1998-­‐2003:   First  diary   research  

    2003-­‐2008:   Second  

    diary  period  

    2008-­‐2015:   PPM  /  Day   aber  recall  

  • DR AUDIENCE RESEARCH

    DANISH  RADIO  MEASUREMENT  

    -­‐1998:   Sweeps   (ca=  and   postal)  

    Prac=cally  no  commercial  market     Sweeps  were  performed  once  or   twice  a  year  

  • DR AUDIENCE RESEARCH

    DANISH  RADIO  MEASUREMENT  

    1998-­‐2003:   First  diary   research  

    2003-­‐2008:   Second  

    diary  period  

    First  “real”  market   measurements.   The  MOC  was  created  and  TNS   Gallup  won  both  contracts.  

  • DR AUDIENCE RESEARCH

    DANISH  RADIO  MEASUREMENT  

    2008-­‐2015:  PPM  /   Day  aber  recall  

    The  switch  from  claimed  to  a  measured  panel   (with  750  members)  meant  the  market   needed  two  surveys:  PPM  for  na=onal  radio   and  CATI,  day  aber  recall  for  local  markets.  

  • DR AUDIENCE RESEARCH

    SO,  WHAT  HAPPENED?  

  • DR AUDIENCE RESEARCH

    PPM  IN  DENMARK  –  THE  BASICS  

    •  Official currency per 1st of January 2008

    •  90-95 % of the market is encoded •  Not all stations are reported

    individually •  A panel of approx. 1.000 panelists

    (min. 750 reports daily) – age 12 years +

    •  600 repr. national •  100 repr. 12-60 year-olds •  50 suppl. small local samples

    •  3 days rerun

  • DR AUDIENCE RESEARCH

    PPM  IN  DENMARK  –  THE  BASICS  

    •  Primary weighting matrix is •  Age •  Gender by age •  Geography •  Size of household •  NOT CWL

    •  Local stations measured in a different study (CATI)

    •  Split by distribution-method (FM, DAB & internet)

  • DR AUDIENCE RESEARCH

    PPM  IN  DENMARK  –  THE  BIG  CHANGES  

    •  Reach increases •  All radio: from 95 to 95 % •  PS: from 80 to 87 % •  Commercial: From 51 to 71

    % •  Talk radio lost listeners!

    •  Listening time drops •  Almost 45 minutes/day!

  • DR AUDIENCE RESEARCH

    THE  OTHER  STUFF  

    •  Faster  data  delivery  grows  the   interest  in  the  media  –  and  in  the   analysis  of  the  media  

    •  Minute  by  minute  data  opened  for   a  whole  new  perspec=ve  on  radio   analysis  

  • DR AUDIENCE RESEARCH

    PPM  IN  DENMARK  –  THE  NEW  PERSPECTIVES  

    •  New phenomena:

    •  Decrease in morning peak •  Decrease in habitual

    listening •  Increased seasonality •  Dips •  Attention span

  • DR AUDIENCE RESEARCH

    MEASURING   RADIO                         ZAGREB, NOVEMBER 2014 DENNIS CHRISTENSEN HEAD OF AUDIENCE RESEARCH DANISH BROADCASTING CORP.