Measuring the total audience of magazine brands across platforms From measuring print towards measuring reading
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Measuring the total audience of magazine brands across platforms
From measuring print towards measuring reading
Not magazines, but brands
• Publishers are nowadays delivering their content on different platforms, not only on paper.
• They ask providers of audience data to report audiences of their total footprint, not only readership of paper editions.
• Different countries are looking for different solutions - there is no universally accepted solution yet; cultural differences and differences in audience research and media planning traditions play an important role.
2
What is the goal?
• Overall there are two possible goals:– Promotion of brands / magazines– Mediaplanning
Promotion:– Example: USA, MPA 360°– Adding audiences of different platforms, gross audience, no overlap, not
suitable for mediaplanning
Mediaplanning:– European countries (France, Belgium, The Netherlands etc.)– 2 possible approaches:
• All channels are measured in readership survey, single source• Fusion of different audience surveys
– Gross and net audience (overlap), suitable for mediaplanning
3
From measuring print towards measuring reading
• In 2014 NOM (Joint Industry Committee for national readership survey in The Netherlands) has changed the scope of its measurement from readership of printed editions of newspapers and magazines into measuring total readership of newspaper and magazine brands.
4
print – radio - tv reading – listening - viewing
Goal: mediaplanning of magazine brands
NOM chose a combination of approaches:
– Fusion of audience surveys for print and digital
– Backed up by single source measurement in the national readershipsurvey
5
Total readership – data sources
• Fusion of print and internet audience surveys• Which data sources are available:
PEOPLEReadership paper editions
NOM Print Monitor
Readershipdigital products
DDMM, NOBO
A B
Survey, paneldata
Off-line product Digital product
Problem: small brands
• Problem with measuring small brands reliably in panels of internet audience surveys (DDMM, NOBO)
• Future problems in readership surveys – smaller samples (cost reduction)
• Additional data sources are necessary
• Census data (circulation) can be obtained for big and small brands – thiscan be used to fill the gaps of audience surveys
7
COPIES / DEVICES
Census paper(circulation)
NOM (HOI)
Census digital(circulation)
NOM (HOI)
C DCensus data,counts
Off-line product Digital product
PEOPLE
COPIES / DEVICES
Readership paper editions
Readershipdigital products
Census paper(circulation)
Census digital(circulation)
A B
C D
survey,panel
Census data,counts
Off-line product
Typ
e o
f in
form
atio
n
Digital product
Design: readership data backed up with census data
Step 1: single source information in the readership survey, preparing for fusion
9
Preparing for fusion with digital data
PEOPLEReadership paper editions
NOM Print Monitor
Readershipdigital products
DDMM, NOBO
A B
Survey, paneldata
Off-line product Digital product
• Step 1: introduce suitable hooks in the readership survey: questions on digital reading
• At the same time we obtain single source information abouttotal audience in the national readership survey
Totaal audience in NOM Print Monitor
• Since 2012 questions about reading on digital platforms in Nom Print Monitor (aggregated level)
• Since January 2014 detailed questions about reading on digital platforms for 10 magazine and 10 newspaper brands– Voetbal International, Viva, Elsevier, Libelle, Autoweek, Donald Duck,
Margriet, Quest, LINDA, National Geographic
• Since January 2015 new design of the survey: filter question for paper / digital reading for all the brands
11
Some results: reading magazines on different platforms
83,6
11,45
9,1
0
10
20
30
40
50
60
70
80
90
Op papier Op computer Op smartphone Op tablet
12
%
NPM 2014-I/2014-II
Growing penetration of digital reading of magazines
13
9,8
1,8
3
9,6
2,6
4,2
13,5
4,5
7,2
12,9
4,6
7,9
11,2
4,6
8,8
11,3
5,3
9,2
0
2
4
6
8
10
12
14
16
Computer Smartphone Tablet
2012-I 2012-II 2013-I 2013-II 2014-I 2014-II
Total reading of brands
Brand Readersh. paper
Readersh.digital
Overlap Gross brand Net brand
Brand A 17,8 % 5,7 % 4,6 % 23,5 % 18,6 %
Brand B 13,1 % 1,2 % 0,8 % 14,3 % 13,5 %
Brand C 12,2 % 2,5 % 1,8 % 14,7 % 12,9 %
Brand D 32,6 % 2,5 % 2,2 % 35,1 % 33,0 %
Brand E 15,1 % 3,9 % 2,9 % 19,0 % 16,1%
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Readership = read in the past 12 months
NPM 2014-I/2014-II
Total reading of brandsNetto reach, exclusive reach, overlap
15
0
5
10
15
20
25
30
35
Brand A Brand B Brand C Brand D Brand E
excl digital
overlap
excl paper
18,6%
13,5% 12,9%
33,0 %
16,1 %
%
NPM 2014-I/2014-II
Other variables paper editions
New design NOM Print Monitor 2015
Platform filter
Total readership paper Total readership paper and digital
SIR (readership) paper editions
Readership digital editions
Other media
Socio-demo variables
Respondent selection / verification
2015: Platform filter, explanation
2015: Platform filter for magazines
2015: total readership question
Version ‘paper only’ Version ‘paper and digital’
Readership of paper editions (SIR)
Readership of digital editions - explanation
Readership of digital editions
platforms versions
frequency
Further steps
• NOM Print Monitor is ready for fusion with internet audiencedata (hooks)
• Internet audience measurement needs the same hooks
• Data integration project:– How to use census data in order to improve / calibrate audience data
– Fusion of readership data and internet audience data
• In the meantime NOM Print Monitor gives insight into reading of printed and digital editions of magazines and newspapers(single source, claimed behaviour)
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