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Are you experienced?

Stephan van Velthoven, Vincent Kuijpers

Wordwide Readership Research Symposium

Prague, October 2005

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In the sixties experience had to take place…

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Nowadays you have an overload of choices to experience media

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Nowadays everyone’s experienced…

but in what way?

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The Media Experience Monitor

tells you…

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Research Design

First start: six years ago literature search, qualitative

and quantitative survey

In 2004 a repetition of the quantitative survey,

conducted by Veldkamp/TNS NIPO on a multiclient

basis

1,012 respondents, age: 13+

What did we measure:

– media experience (8 media)

– advertising experience (9 media)

– circumstances of viewing/reading, mood

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Example: newspapers

Media experienceDid you read newspapers

yesterday?

Did you read newspapers theday before yesterday?

no

yes

Describe newspaper titles read for at least 5 minutes

The computer selects one of the namednewspapers at random (newspaper x)

Which of the 30 items are relevant at the time ofreading newspaper x?

yes

Did you see any advertising reading newspaper x?

If so, how did you experience the advertisements? (10 items)

Reading circumstances and mood

Advertisingexperience

Next medium

no

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The instrument

Crucial in our design is:

– we measure experience during specific media consumption

moments

and NOT

– General attitudes like magazine X is… or TV program Y is...

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Eight experience factors

Information (something new, useful, credible)

Transformation (enjoyment, pleasure, relaxation)

Emotion (disturbed me, negative emotions)

Pastime (filling empty moments)

Stimulation (made enthusiastic, fascination)

Identification (recognise yourself in, feel involved)

Social factor (subject of conversation)

Practical use (tips, motivated to do something)

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Rank positions of media on experience factors(read horizontally by row)

• Information 5/6 7 1 4 2 3 8 5/6

• Transformation 4 2 6 7 3 5 1 8

• Emotion 2 5/6 1 3/4 5/6 7/8 7/8 3/4

• Pastime 4/5 4/5 3 1 2 6/7 8 6/7

• Stimulation 4 6 5 7/8 2 3 1 7/8

• Identification 2 8 3 7 1 4/5 4/5 6

• Social factor 3 8 2 5/6 4 7 1 5/6

• Practical use 7/8 6 5 3 2 1 7/8 4

tv radio daily free mags www cine mailpapers local

papers

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Main Trends in media experience 1997 - 2004

tv social factor ++ radio transformation ++ daily newspapers transformation +, stimulation + free local papers information +, emotion + magazines pastime - internet transformation +, social factor

– cinema identification - mail n.a.

media main trends

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Differences national, regional, free newspapers

0

10

20

30

40

50

60information

social factor

pastime

transformation

emotion

stimulation

identification

practical use

national regional free

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Differences internet and print newspapers

0

10

20

30

40

50information

social factor

pastime

transformation

emotion

stimulation

identification

practical use

website print

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Target group 20-49 years

Information vs. Transformation

0

50

-10 0 10 20 30 40 50 60 70

cinema

radio

magazines

television

newspapers

internetd-to-d

mail

Information

Transformation

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Rank positions of media on advertising experiences (read horizontally by row)

• Information 8 7 3/4 2 1 5 6 3/4

• transformation 2 6 3/4 7 1 8 3/4 5

• neg. (emotion) 1 2 6 8 7 3 4 5

• stimulation 7/8 7/8 1-3 5 1-3 6 1-3 4

• usefulness 6 7/8 2 1 5 4 7/8 3

tv radio daily free mags www cine mailpapers local

papers

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(In)congruent advertising experience

Congruent:

Mail, free local papers, magazines, newspapers

Incongruent:

TV, cinema

Partly congruent:

internet, radio

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Broad media users vs. limited media users

Multi tasking can be seen as a trend Analysis on media experience by the use of several

medium types in one day is a preliminary study on this subject

2 analyses:

I. Consuming only print or only tv, or print + tv:media experience by 3 groups

II. Consuming a variety of mediamedia experience by groups that differ in how many media types they use in one day

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Media experience when consuming only print or only tv, or print + tv:

  Consumed BOTH television and magazine or

newspaper yesterday

Consumed NO television, ONLY

magazine or newspaper yesterday

Consumed ONLY television, NO magazine or

newspaper yesterday

  tv print tv print tv print

        transformation32       26  

        identification14       2  

        pastime  27   40    

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Experience of print, divided in use of different media types at 1 day

0

10

20

30

40

50

60

1-2 types of media 3-4 types of media 5-6 types of media 7-8 types of media

pastime print stimulation print social factor print

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The benefits from an user’s perspective

The Media Experience Monitor is seen as an unique tool for choosing and justifying the choice of media channels.

Many buyers have also used the results in sales supporting material, such as brochures, newsletters and presentations.

Particularly media strategists and sales departments use the results of the survey.

Especially deepening to specific target groups and within media is desired.

Some parties expressed their wish to access the data in the future via media planning software.

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Future use

Because of the many approving reactions - it is the only single source study in The Netherlands that compares all types of media - we will certainly repeat the study in the near future (December 2006).

We also have plans for certain improvements, among which to double the number of interviews in order to optimise fine tuning of the results.

Next to this we propose to include new types of media in the study.

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You experienced

the Media Experience Monitor

Thank you for your attention