Professional Documents
Culture Documents
Its essential for media outlets to understand their audiences, because after all, the media are in the business of selling audiences to their advertisers. - Medoff & Kaye
1920s-Two methods Telephone recall Telephone coincidental 1930s-Audiometer: a metering device attached to radios 1940s-Diary: supplemented telephone coincidental data 2000s-Diary: used in most broadcast areas (markets) 1-4 Ratings periods per year
The Consumer
Ad Avoidance
Ad costs are traditionally determined by audience sizes Ad time/space is priced based on number of viewers/readers When buying ad time/space, key metrics include
The major weakness (of audience research) is the lack of consumer focus and the silo approach Research must start with the consumer and look where and when they are receptive across all the different communications channels. Bernhard Glock Manager of Global Communications, P&G
Its not about more precise counting Its about more Insight and better understanding of consumers and credibility of measurement/analyses
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When/where/how we consume media Media usage a single or shared activity (multi-tasking) Frame of mind when consuming media Relationship between consumers and their media Receptivity of advertising messages The optimum frequency one, two or three plus exposures Multi-media scheduling . and standard measurements, such as net reach, audience profile, duplication and CPM as an accepted trading currency between vendors and buyers
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Passive vs. Active measurement Developments in Print Online and emerging channels JICs can they be drivers of change?
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Other Suppliers: NOP/Eurisko (Italy) pager-type meter Ipsos (UK) possible use of mobile phones
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Radio
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Cable Head
Car Radio
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Radio
Outdoor
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Passive Measurements
Does not rely on respondents memory Implementation initially for Television, Radio and Outdoor measurement Ability to measure the increasingly important out-of-home media usage Drive-time radio In-store radio/TV Bars/Pubs for TV sports programmes Ability to measure distribution via different platforms conventional TV/Radio set Digital sets Online Recorded and time-shifted viewing Multi-media evaluation
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Provides a different currency Measures passive rather then active media usage
Automatically picks-up audio signals Smaller, less frequently used media tend to gain
UK RAJAR test
Financial considerations
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Outdoor
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Media-specific surveys still dominate (Silo approach) True Single Source: Switzerland, Sweden, South Africa, TGI Surveys Data Integration involving Currencies: Belgium, Denmark, Germany, France (Newspapers), UK (BARB+TGI), Japan, New Zealand, Austria, Portugal, Latin America (TV+TGI) Total Integration Canada (Project Unity) UK (TouchPoints) USA (Project Apollo)
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Passive vs. Active measurement Developments in Print Online and emerging channels JICs can they be drivers of change?
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Print still measures exposure to the carrier (magazine, newspapers, section) and NOT the advertisement It measures OPPORTUNITIES to see, not actual exposure Global Standard (recent reading) says nothing about message delivery Passive measurement still difficult
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US (MRS), UK (NRS), Netherlands (NOM), Belgium (Sanoma Magazines) Supports the concept of recency planning, where when is more important than how many Prints is speaking the language of Television
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Weekly GRPs
120 100 80 60 40 20 0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20
original schedule
NOM 2002/PointLogic
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Changing Methodologies?
Personal Interviewing still dominates, with more use CAPI or DS-CAPI Product/brand/lifestyle data usually measured with self completion questionnaire CATI not as widely used as previously anticipated Usage of online access panels and other forms (SMS) likely to increase
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Passive vs. Active measurement Developments in Print Online and emerging channels JICs can they be drivers of change?
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Online/Internet
No intl standard definition of Internet Use Site-centric measurement (standard counts of page traffic - ABC) User-centric measurements (NielsenNetRatings, comScore) Ad-Server measurement (US IAB) Emergence of JICs to provide acceptable standards of R&F scores
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Branded Entertainment
Aka Product Placement, Product Integration etc.. Key channels are Television and Film Sponsorship (dominates Europe) Branded Entertainment (strong in USA, India) Emerging metrics such as Q Ratio (quality of product placement vs. 30 commercial), viewer impact Beyond mere delivery of eyeballs Example: Penta-Gration
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Gaming
$35 billion market
Platforms (console, online, mobile etc) Type of game and time spent Demographics of gamers Brand exposure (product placement) Emotion and Impact
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Passive vs. Active measurement Developments in Print Online and emerging channels JICs can they be drivers of change?
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The Future?
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Demand for more ROI and multi-channel planning tools Demand for single source data continues to grow Demand to be met either through Passive measurement: TV, Radio, Outdoor, Internet Fusion/Xmedia analysis software will continue to evolve but without the emergence of a single industry standard Move toward multi-channel planning tools not replicated by move toward multi-country planning tools (national standards will prevail) Emerging channels acknowledge the need for currencies and ROI measurement but industry standards are still in the future Advertisers will play a more prominent part
Insufficient sample households surveyed to determine national audience size & traits. Only home reception surveyed. Is self-reporting, especially in diaries, truthful or accurate?
Often completed after the fact. Often votes for favorites rather than actual behavior. Recall often in error. Subject may distort diary to hide certain behaviors. Some demographics require statistical manipulation.
Click-through counts as an ad view by some people, not by others. No guarantee of attention, perception, comprehension or recall.
Radio stations measure song preferences Call-out research & Group research Play hooks for listeners and chart feedback More dependence on national trends, less on local research Ratings used to determine: DJ hirings, firings, format adjustments, wholesale changes
Subjects view pilots or season finales for current shows in theaters. Meters record their attitude toward the program shown.
Program-makers can then re-shoot shows to make them more likeable TVQ: A measurement of audience attitude toward tv actors
Cookies record data from your computer each time you visit a website. Operators also offer discounts or prizes for information about you.
Cost Per Thousand (CPM): How much an advertiser spends to reach 1000 potential consumers? Audience of 200,000 over a month of ads Cost of advertising program $10,000 $10,000/200,000 = $.05 (5 cents per exposure) Gross ratings points: The number of spots x the average rating.
Cost Per Point (CPP): The cost of reaching an audience equal to one ratings point in a given market.
A radio stations spot rates vary based on time of day (daypart) & average # of listeners during that daypart.
A TV stations rates vary based on daypart & the # of viewers for a particular program
Fixed: Spots must air @ specific times. Run-of-Schedule: Spots aired whenever a station sees fit. Frequency Discounts: The more time bought, the lower the cost per time a spot airs. Barter: Advertiser pays a station not in dollars but in goods or services. Cooperative Advertising: Manufacturer of a good sold by a local or national retailer pays part of a retailers time costs. Local Discount: Benefits local companies
Fifteen hits could mean several things. Technology fails to account for repeat visits. Push programs visit sites but no human sees sites hit. Site visitors who click-through a banner ad can be counted, as opposed to all site visitors.
Site operators can charge a click-through rate. But a click-through rate higher than 2% is rare.
Time spent online: The more time a visitor spends on a site screen, the more likely shell click through. Size: Rates may be based on ad size, measured in pixels. Cost per transaction: Rates may be based on a percentage of sales. Auction: A third party sells unused site space. Exchange: Site operators advertise on each others site. Co-op: In exchange for a piece of click-through sales, a site operator promotes a good or service.
technology: GPS tech used to track out-ofhome reception of stationary messages, such as billboards. TV- Sets can be equipped with meters that record transmissions of signals that transcend human senses.
Measures and Vocabulary Share: analogous to market share; refers to the success a program has in attracting viewers
Share = % of the total current viewing audience tuned into a particular program If there are 1M households watching tv, and 100,000 are watching a program, that programs share is 10
Rating: a measure of total eyeballs, therefore interpretation varies with total viewing audience (TVA)
Rating = % of the total potential viewing audience tuned into a particular program If there are 10M households with access to a television (have a tv in their home) and 100,000 watch a program, that programs rating is 1
Reach
Frequency
Number of Times the Target Population Is Exposed to the Advertising Message During a Specific Time Frame. Methods Include: Average Frequency Frequency Distribution
Reach of an audience is not sufficient measure of an advertisings schedules strength. For anyone to be considered part of the reached audience, he or she must have been exposed more than once. This theory combines reach and frequency elements into one factor known as effective frequency.
Additional research to enable advertisers to deliver messages optimally Quantitative, passive measurement system Multi-media audience research. Including new media & in-store Not tied to one technical research solution Large sample sizes Better target group descriptions Flexible and adaptive Single-source: Link between multi-media use and purchase behaviour
See the blueprint at www.wfanet.org
Media-research partners:
Arbitron: Portable People Meter ( PPM ) ACNielsen and Nielsen Media Research: Homescan
Pilot sponsors:
Kraft, Pepsi, Procter & Gamble, Pfizer, SC Johnson, Unilever
Led by the IPA (agency asscoiation) Over 5,000 adults 15+ A tool which evaluates mixed media schedules, both for planning and post campaign evaluation. Time based study: Week in the life of consumer tracking;
where with whom main activities media usage and attitudes shopping habits mood..
Source: Project Apollo, Arbitron Inc & The Nielsen Company. Shows traditional sex/ age demo versus Apollo behavioral index (US data)
Diary: Ask people to keep a diary of what they watch Meter: records what channel a tv is tuned to People Meter: Records what channel is being watched as well as who is watching it
Nielsen Ratings are the most common Nielsen Television Index (NTI) for national ratings Nielsen Station Index (NSI) for local ratings Nielsen handout shows a typical NTI Report