radio audiences in europe psb audience new measurement systems alexander shulzycki european...
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Radio Audiences in Europe
PSB AudienceNew Measurement Systems
Alexander Shulzycki European Broadcasting Union
First Cross-Radio Conference, Frascati, Italy, 29 May 2009
Share of the new supports in the volume of listening ALL radio
Traditional supports %
Téléphone mobileTéléphone mobile
Baladeur multimediaBaladeur multimediaOrdinateurOrdinateur
Poste TVPoste TV
Total new supports 2.7 %
Aged 13-19
86.2 % Traditional supports
13.8 % new supports
Aged 13-19
86.2 % Traditional supports
13.8 % new supports
Socio-demographic characteristics of the new supports users
L'auditoire sur les nouveaux supports est plutôt masculin, majoritairement âgé de 13 à 19 ans et inactif.
14.1 % des élèves et étudiants ont déjà écouté la radio via un téléphone mobile, un ordinateur, la télévision ou un baladeur multimédia.
Recall – a rotating sample is asked what they were listening to the
day before. (telephone or face-to-face interview)
Diary – usually a seven day form that people fill out themselves
For both systems, The drawbacks are obvious:
- reliance on memory !
- consistency of sample (recall)
- response rates, station identification, etc.
- the typical listening interval is 15 minutes
Current methods for measuring radio audiences
Other traditional research techniques include focus groups, online panels, CATI Surveys, etc.
The Radiometer (GfK/Telecontrol) – a watch-type device is worn
and receives and records audio signals. The recordings are then
matched against a central server to identify the program.
The Portable People Meter (Arbitron PPM) – a pager-type unit is
carried and receives audio. Each broadcaster transmits an
inaudible code which allows the device to identify the station
The Media Monitor (Eurisko NOP World) – Similar to Radiometer
and can collect additional information (location, involuntary
listening)
The new passive systems for measuring radio audiences
The PPM requires all broadcasters to participate, but audio-matching is more complicated.
Station Encoder
PersonalDocking Station
HH Data Collection
(Modem) Unit
Portable Meter
The PPM System Hardware
PPM Market Rollouts in The US
PPM Rollouts Currency Panel SizePhiladelphia March 2007 2040
Houston June 2007 2000
New York December 2007 3720
Los Angeles March 2008 3275
Riverside, CA March 2008 1065
Chicago March 2008 2565
San Francisco June 2008 2245
Dallas/Ft. Worth September 2008 1815
Washington December 2008 1775
Detroit December 2008 1920
More complete data and more granular data
More accurate information – (reduction of false positives
and false negatives)
Better information on out-of-home listening
Identify listening across all platforms
Harmonization across national systems
Application to other media
Advantages of new systems
Broadcasters will be able to track listener behavior more accurately
Higher costs for broadcasters (hardware, software)
More information to process – more staff/cost, analysis SW
Short-term disruption of audience analysis
Long-term winners and losers
Acceptance by listeners not proven
Technology risk
Disadvantages of new systems
Research companies and advertisers are most keen for change while broadcasters have remained reluctant.
Commercial radio broadcasters need better data for their
advertisers and want to identify target groups more
accurately
Public radio needs to understand the usage of their
services and know their reach. (Remit justification)
All radio channels need to measure consumption through
new digital platforms.
All radio channels can potentially benefit from better
information about their listeners.
Broadcaster needs
Although many established broadcasters are not enthusiastic about introducing new measurement systems, there are clear long-term benefits.
Switzerland has fully switched to measuring radio listening with an
electronic device, the Radiocontrol watch, in 2000.
In Belgium, VRT has used the PPM to measure radio and TV
exposure since 2003. Panel size is about 1000 individuals.
Norway launched a PPM system in May 2006. It the official
currency for all national radio channels.
DR introduced PPM in 2008.
UK has delayed an adoption plan.
Developments in Europe
Developments in Europe - CH
Sample of minute-by-minute data from French-speaking Switzerland: Graph demonstrates importance of informational programs to radio audiences (the rises in the curve). Between 5 p.m. and 7 p.m. more people listen to the radio than had been previously assumed.
Daily reach of radio increased
The highest increase was registered for 12-19 year olds
key benefits for understanding listeners:
Continuous minute by minute data with daily reports
Distinguish among media platforms: FM, digital, mobile, web
Distinguish between live and time shifted; home vs. outside
Better analysis of individual programs and audience flow between
programs
Developments in Europe - Norway
...
The UK Roadmap:
In late 2004, a plan leading to electronic measurement was
announced by the UK radio industry.
Companies submitted proposals in 2005; extensive national field
tests were conducted with Arbitron and Eurisko
Parallel surveys, diaries and meters, ran between April and October
2006.
Project stopped last year after £3 million+ investment
Developments in Europe - UK
“The decision by the RAJAR Board to draw a line under its current investment in the experimental electronic measurement panel in London, was unanimous. Following a review of the first year’s research it was felt that the pace of change and innovation within the industry needed swifter action than electronic measurement is able to offer at this juncture. It has therefore been agreed ...to cease further data collection from the end of June 2008, and to focus solely on analysing the data already obtained. The Board has also concluded that electronic measurement will not form part of the 2009 RAJAR contract due to significant concerns regarding issues of panellists’ behaviour and the feasibility of meter measurement to deliver a credible UK currency for the entire industry, at an affordable cost.”
Developments in Europe - UK
Advanced audience measurement systems for radio are available but
implementation has been slow.
Public Service Broadcasters have been leading efforts to introduce new
effective measurement systems.
Better research is important to PSBs to understand and serve their
audiences better, not to measure advertising effectiveness.
Better research often has a direct impact on programs. (e.g. overlap)
A variety of methodologies and techniques will be necessary to gauge
new listening patterns.
Conclusion
* * *
“Unambiguous measurement requires us to measure consumer
engagement in a manner that is not subject to linguistic, semantic,
and interpretive errors. The most direct and accurate way to
measure KPIs is directly at the brain where we can gather data
before it is subject to cognitive reformulations and expressive
biases.”
“Market mix models that utilize the KPIs based on direct measurements
at the brain result in vastly superior predictive power, and vastly
increased forecasting capability. The next generation of elasticity
computations is based on direct measurements at the brain.”
Source: Nielsen Media Research - Methods of Neuromarketing
Dr. A. K. Pradeep / NeuroFocus
Future Measurement Systems
* * *