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Presented by:Ilse Peeters (Research Manager – De Persgroep Publishing)Antoon Van der Steichel (Research Manager – Ipsos)
DAILYMETRIE:A daring approach for news brand audience measurement
BACKGROUND
2
PRINT &DIGITAL
Newspapers
TRADITIONAL& MOBILE
Digital
3
News brands are multimedia
Use of different touchpoints during the day
morning on the move
4
office
5
MEDIA HAVE EVOLVED
BUT MEASUREMENT HAS ONLY PARTIALLY EVOLVED
Our challenge
6
We are a daily medium and want to seethis reflected in our reach parameters.1
2We are multi-platform and we want to provide insights on the different touchpoints and their consumers.
3We want to demonstrate the performance of the advertisements through all of our platforms in a single campaign report, based on net reach, GRP, OTS, …
We are a daily medium and want to seethis reflected in our reach parameters.1
2We are multi-platform and we want to provide insights on the different touchpoints and their consumers.
3We want to demonstrate the performance of the advertisements through all of our platforms in a single campaign report, based on net reach, GRP, OTS, …
Our challenge
7
DAILY INFORMATION
PANEL INFORMATION
MULTI MEDIA INFORMATION
And budget friendly, user friendly for respondents
8
SMS data collection
An SMS approach was preferred:
• Mobile phone penetration is close to 100%• Respondent friendly• No impact on measured behaviour• Budget friendly
An SMS approach was preferred:
Mobile phone penetration is close to 100%No or only minor barriersRespondent friendlyNo impact on measured behaviourBudget friendlyBUT
9
SMS data collection
An SMS approach was preferred:
• Mobile phone penetration is close to 100%• No or only minor barriers• Respondent friendly• No impact on measured behaviour• Budget friendly
10
SMS data collection
BUTnever used for
MULTIMEDIA AUDIENCE
MEASUREMENT
11
1601 SMS a day
limited tocharacters
CHALLENGE
12
Recruitment through various
methods
Study overview
1500panel
respondents
FIELDWORK PERIOD:
2014
QUOTA SET ON:
1
2
3
4
AGE
GENDER
PROVINCE
SOCIAL CLASS
13
Followspublication dates
newspaper
Average daily response
85%
Study overview
SMSWhat have
you read yesterday?
MORE GRANULAR DATA:
1
2
3
4
DAILY READERSHIP DATA
MULTI MEDIA READERSHIP
LONGITUDINAL DATA
MORE ACCURATE DATA
UNIQUEOUTPUT
14
Daily reach of news brands
15
1/okt
2/okt
3/okt
4-5/okt
6/okt
7/okt
8/okt
9/okt
10/okt
11-12/okt
13/okt
14/okt
15/okt
16/okt
17/okt
18-19/okt
20/okt
21/okt
22/okt
23/okt
24/okt
25-26/okt
27/okt
28/okt
29/okt
30/okt
31/okt-1&2
/nov
3/nov
4/nov
5/nov
6/nov
7/nov
8-9/
nov
10-11/nov
12/nov
13/nov
14/nov
15-16/nov
17/nov
18/nov
19/nov
20/nov
21/nov
22-23/nov
24/nov
25/nov
26/nov
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1
Total Brand
Insights in multi media readership
16
NEWS
2
28%
8%
37%
2%
2%
8%
15%
44
47%60% 40%
33
55%61% 39%
41
66%57% 43%
Perfomance in terms of coverage and media reach
17
320/12/14 24/12/14 26-27/12/14 31/12/14
Het Laatste Nieuws
X X X
X X
X
De Morgen, Het Nieuwsblad, De
Standaard, Gazet van Antwerpen, Het Belang van Limburg
X X X
X X
NEWS
MEDIAPLAN
REACH ACCUMULATION
NEWS
NET REACH % GRP
20/12 24/12 26/12 27/12 31/12
44.136.2 37.9 44.6
67.2
44.1
65.6 68.3 70.1 73.9DailyCumul.
20/12 24/12 26/12 27/12 31/12
48.4 51.8 40.8 49.597.6
48.4
100.2141.0
190.4
288.1DailyCumul.
TOTALCAMPAIGN REPORT
Net Reach % 73,9%
GRP 288,1
OTS 3,9
CPT/touchpoint € 8,65
Performance in terms of coverage and media reach
18
3
Newspaper
Website
Mobile
59.2
33.4
6.8
IMPACT OF THE DIFFERENT CARRIERS/TOUCHPOINT
HET LAATSTE NIEUWS DE MORGEN HET NIEUWSBLAD
DE STANDAARD GAZET VAN ANTWERPEN HET BELANG VAN LIMBURG
NEWS
Newspaper
Website
Mobile
12.8
13.2
NEWS
Newspaper
Website
Mobile
12.2
10.3
Newspaper
Website
Mobile
20.1
8.2
Newspaper
Website
Mobile
53.1
32.5
Newspaper
Website
Mobile
20.4
6.0
NEWS
NEWS
NEWS
NEWS
IN SUMMARY
19
Dailymetrie = DARING?
20
DAILY DATA on MULTIMEDIA newsconsumption, with almost real time delivery of results
DAY
Delivering UNIQUE insights in the Belgian news brand landscape, going beyond the existing reach currencies
TRANSFORMING a commodity such as SMS into a data collection method capable of capturing multimedia readership
21
THANKYOU
ILSE PEETERS Research ManagerDe Persgroep Publishing