Marco Barbaccia // Is this on?
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MediaCell: Is this on? How can new technologies help us discover the habits of listeners? November 2011
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Barbaccia has worked for IPSOS as International Director of Audience Measurement since last August. He came from AGB Nielsen Media Research, where he worked as Director of Metering and Field Operations, and before that as Operation and Business Development Director in AGB Nielsen UK for BARB.Since joining ACNielsen in 1984, he has held a number of senior positions, including that of European Panel Operations Director at Nielsen//NetRatings; South European Panel Operations Director, responsible for the set-up and management of web-audience samples in Italy, Spain, Switzerland and Austria; and as Sources Director, managing ACNielsen operations in Italy for the FMCG business.www.sempl.si
Transcript of Marco Barbaccia // Is this on?
MediaCell:
Is this on? How can new technologies help us discover the habits of listeners?
November 2011
Agenda for Today
Technical description of passive measurement
Field Trials
The London Radio Panel
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33An Overview of MediaCell
Technical description
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Ipsos radio measurement in 27 countries
Region Countries Samples Methods Main surveys
Europe(1992)
9 388,000 Diary/Online /CATI
Latin America(1999)
7 154,000Personal
interviews/CATI
MENA & Africa(2000)
11 118,450 CATI
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Electronic measurement
Why?
– Traditional methods struggle with increase in number of stations
– Increasing respondent burden in diary/DAR methods
– Rapid feedback, possibility to study short-term format changes
– Accountability, puts radio on a par with TV
– Possibility to combine TV and radio measurement
Why not?
– From listening to exposure
– Potential Cost issues
– Potential Compliance issues
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Approaches to electronic measurement (1)
Signal encoding– Inaudible watermark inserted by broadcaster
– Station ID, platform, date/time (plus anything else?)
Advantages– Currently most accurate
– Very limited data transfer need
– Easy to measure time-shifted listening
Disadvantages– Stations must agree to encode
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Audio matching (finger printing)– Device takes regular samples of audio (signatures)
– Matched against reference sites
Advantages– No need for stations to encode
Disadvantages– More difficult to measure time-shifted listening / source
– Cannot differentiate between “platforms”
– Complexity of managing reference sites
– Intense in data transfer
Approaches to electronic measurement (2)
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The Philosophy of the Data Processing
RADIO STATION SERVERS
AUDIO TRANSMISSION
RECEPTION &TRANSMISSION
DATA CENTRE COLLECTION,AGGREGATION,PROCESSING
RATINGSACCESS
Real Time EncoderInserted in broadcast chain
DecoderApplication on Handset
ServerData analysis
iMonitorIndependent monitoring station
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Traditional = Recall / “precall” (RAJAR)
“All the situations when you listen to or hear a radio station”
– In home; someone else’s home; in a car; at work or somewhere else
– AM/FM, DAB, Digital TV or internet
“Please record every time you listen for at least 5 minutes”
Historical criticisms:
– Recall of normative listening behaviour to favourite brands?
– Tendency to “forget” short listening sessions?
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Electronic = Exposure
Measuring the person NOT the device (TV, Internet focus on device)
Exposure in all environments and occasions to:
– Radio stations that the participant chooses to “listen” to
– Radio stations that someone else chooses to “listen” to
– Radio stations that the participant is unaware of what they are “listening” to
– Live & time shifted “listening”
– All of the above by Platform
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The concept
Software (not hardware) solution
Runs on Smartphones
Uses real time signal encoding
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Taking Advantage of Nature:How Intrasonics Technology Works
The ear/brain naturally filters out echoes, particularly the early reflections
Lo
ud
nes
s
Original soundEarly reflections
Reverberation
Time
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Smartphones play multiple roles in respondents lives beyond communication. There are some respondents who owned a second smartphone which is usually a business phone.
Communication (voice calls, text
messages, emails)
Entertainment (games, videos, listen to the radio)
Navigation(via GPS)
Social networking(checking on and updating friends)
Internet browsing
Organisation(calendar, contact list)
Respondents are highly engaged with their smartphones and comfortable with using applications and functions
“I use my phone for…”
Qualitative Research: Role of the Smartphone
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All respondents were heavily reliant on their smartphones, which play an integral part of their lives to the extent that most carry their phone with them so they can always hear them.
Mobile phones are always within earshot throughout the day!
Now that I think about it, I always have my phone in my pocket, in my hand or within reaching distance!
Smartphones are rarely any distance from respondents throughout the day
In pocket
In hand
Bedside table, desk, counter
In car
Qualitative Research:Where they keep their phones
Smartphone Penetration by Market15
Slovenia
Turkey
Lithuania
Kazakhstan
Croatia
BIH
Czech Republic
Serbia
Hungary
Estonia
Russia
Latvia
Slovakia
Ukraine
Romania
27.6
23.7
18.5
15.7
15.5
15.5
14.3
13.3
12.9
12.7
11.8
10.7
9.3
8.9
8.4
Base: users of mobile phones; n= 13.505Source: GfK; The CEE Telco Industry Report 2011
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1616An Overview of MediaCell
Field Trials
London Field Trials - Summary
Field Test 1 Field Test 2 Field Test 3
Sample Source Internal Ipsos &Intrasonics
Consumer Voice(Ipsos Panel)
Consumer Voice(Ipsos Panel)
Sample Size 10 20 51
Dates 3-23 June 2010 16th August to15th October 2010
24th November 2010 to15th March 2011
Length 3-4 Days 4 Weeks 12 Weeks
Installation n/a Central Location Central Location
Stations Eagle Sound Absolute, Smooth, talkSport
Absolute, Smooth, talkSport, Kiss, Magic,
XFM
Share of Voice n/a 7% 23%
Field Tests: Objectives & Achievements
Field Test 1 Field Test 2 Field Test 3
Installation of encoders Yes Yes Yes
Longitudinal performance of encoders Yes Yes Yes
Recruitment Yes Yes
Documentation Yes Yes
Handset swapping Yes Yes
Handset functionality Yes Yes
Daily data collection Yes Yes
Examination of compliance data Yes Yes
Exit Interviews Yes Yes
Respondent Participation (Coincidental calls, Handsets, Incentives)
Yes
Active compliance management (Procedures, Flags, Editing, DP)
Yes
Data Examination Yes
Panellist Instructions: The Three Cs
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2020An Overview of MediaCell
London Panel
Stations (at least) to provide 84% Weekly Reach:
– BBC Radio 1 FM
– BBC Radio 2 FM
– BBC Radio 4 FM & DAB
– Absolute FM & DAB
– Smooth FM & DAB
– Capital FM, DAB & Web
– Heart FM, DAB & Web
– XFM FM, DAB, Web & DSAT
– Classic FM FM, DAB & DSAT
– LBC FM, DAB, Web & DSAT
– talkSPORT AM, DAB & Web
– Magic FM, DAB, Web & DTV
– Kiss FM, DAB, Web & DTV
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London Radio Panel: 65% SOV
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London Radio Panel: 65% SOV
Sample: 375 (includes 25% churn)
Field Test dates: 12 months
Recruitment: F2F CAPI
Incentives: The Handset
Handsets: Nokia & Android (iPhone & BlackBerry)
Compliance: CATI compliance / courtesy / closure / exit
London Panel – Sampling Points
London Panel – Total Movement Captured
0:00
:00
1:15
:00
2:30
:00
3:45
:00
5:00
:00
6:15
:00
7:30
:00
8:45
:00
10:0
0:00
11:1
5:00
12:3
0:00
13:4
5:00
15:0
0:00
16:1
5:00
17:3
0:00
18:4
5:00
20:0
0:00
21:1
5:00
22:3
0:00
23:4
5:00
0
20
40
60
80
100
120
Total
Total
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2525An Overview of MediaCell
Questions?
