DR AUDIENCE RESEARCH

MEASURING  RADIO                        ZAGREB, NOVEMBER 2014 DENNIS CHRISTENSEN HEAD OF AUDIENCE RESEARCH DANISH BROADCASTING CORP.

DR AUDIENCE RESEARCH

WHO  AM  I?  

•  Master’s  degree  in  Poli=cal  Science  

•  Worked  as  an  audience  Researcher  since  2006  

•  Conducted  two  tender-­‐opera=ons  on  the  Danish  radio  market  

•  Chair  of  the  steering  commiKee  behind  TNS  Gallup  Radio  Meter,  the  official  Danish  radio  currency  MOC  

•  From  Public  Service  broadcaster  

DR AUDIENCE RESEARCH

THE  AGENDA  FOR  THE  TALK  

•  A  lot  of  talk  about  theory  

•  Followed  by  

•  A  lot  of  talk  of  prac=ce  

DR AUDIENCE RESEARCH

FIRST  QUESTION:  WHAT  IS  LISTENING?  

•  Radio  is  by  most  considered  a  secondary  medium  (opposed  to  TV,  which  is  a  primary  medium)  

•  That  has  implica=ons  for  our  defini=on  of  “listening”  

•  Exposure  /  ac=ve  listening?  

•  Did  you  listen  to  the  ad,  or  where  you  exposed  to  it?  

DR AUDIENCE RESEARCH

SECOND  QUESTION:  CLAIMED  OR  MEASURED?  

•  Basically  there  exists  two  approaches:  

•  Claimed  (you  ask  the  respondent)  

•  Measured  (you  “observe”  the  respondent)  

•  Your  selec=on  is  determining  the  answer  to  the  previous  ques=on  “what  is  listening”  

DR AUDIENCE RESEARCH

TWO  APPROACHES  TO  RADIO  MEASUREMENT  TODAY:  

•  Claimed  

•  Day  aber  recall  

•  Paper  or  online  diary  

•  Measured  

•  Portable  device  

•  “App”  measurement  

DR AUDIENCE RESEARCH

CLAIMED  MEASUREMENT:  

•  Day  a/er  recall  

•  A  phone  (or  online)  survey  asking  respondents  about  listening  yesterday  

•  Done  7  days  a  week  to  create  a  weekly  data  

•  Oben  repor=ng  weeks  or  month  aber  the  fact  –  and  only  averages  

•  Paper  or  online  diary  

•  Respondents  asked  to  fill  in  a  diary  on  paper  or  online  

•  Asked  to  fill  in  7  days  

•  Oben  repor=ng  weeks  or  month  aber  the  fact  –  and  oben  only  averages  

DR AUDIENCE RESEARCH

MEASURED  MEASUREMENT:  

•  Portable  device  /  “App”  measurement  

•  Same  basic  principle:  a  device  listens  for  radio  •  Two  recogni=on  technologies:    

•  Audio  matching  •  Audio  encoding  

•  Gives  (poten=ally)  daily  data  –  for  specific  dates  and  =mes.  

DR AUDIENCE RESEARCH

MEASURED  MEASUREMENT:  Day  a/er  recall   Diary   Portable  device  /  

“App”  measurement  

 

Type   Claimed   Claimed   Measured  

What  is  listening?    

Ac=ve  listening   Ac=ve  listening   Exposure  

Granularity   Coarse   Coarse/Fine   Fine  

Speed   Medium   Slow   Fast  

Cost   Low   Medium   High  

DR AUDIENCE RESEARCH

WHICH  IS  BETTER?  

•  No  easy  answer  

•  Measured  is  beKer  in  terms  of  speed  and  accuracy  –  but  it  comes  at  a  high  price  

•  A  balance  of  three  factors:  •  Market  size  •  Market  health  •  Market  compe=veness  

DR AUDIENCE RESEARCH

WHICH  IS  BETTER?  

DR AUDIENCE RESEARCH

WHICH  IS  BETTER?  

DR AUDIENCE RESEARCH

THE  EUROPEAN  PICTURE:  

•  Recall  is  s=ll  the  most  used  method  

•  Electronic  is  usually  not  a  stand  alone  measurement  

•  Data  is  from  2012-­‐  since  this  graph  Sweden  has  changed  to  a  Electronic  /  Recall  solu=on  like  the  rest  of  Scandinavia  

DR AUDIENCE RESEARCH

THE  DANISH  EXPERIENCES  

DR AUDIENCE RESEARCH

DANISH  RADIO  MEASUREMENT  

-­‐1998:  Sweeps  (ca=  and  postal)  

1998-­‐2003:  First  diary  research  

2003-­‐2008:  Second  

diary  period  

2008-­‐2015:  PPM  /  Day  aber  recall  

DR AUDIENCE RESEARCH

DANISH  RADIO  MEASUREMENT  

-­‐1998:  Sweeps  (ca=  and  postal)  

Prac=cally  no  commercial  market    Sweeps  were  performed  once  or  twice  a  year  

DR AUDIENCE RESEARCH

DANISH  RADIO  MEASUREMENT  

1998-­‐2003:  First  diary  research  

2003-­‐2008:  Second  

diary  period  

First  “real”  market  measurements.  The  MOC  was  created  and  TNS  Gallup  won  both  contracts.  

DR AUDIENCE RESEARCH

DANISH  RADIO  MEASUREMENT  

2008-­‐2015:  PPM  /  Day  aber  recall  

The  switch  from  claimed  to  a  measured  panel  (with  750  members)  meant  the  market  needed  two  surveys:  PPM  for  na=onal  radio  and  CATI,  day  aber  recall  for  local  markets.  

DR AUDIENCE RESEARCH

SO,  WHAT  HAPPENED?  

DR AUDIENCE RESEARCH

PPM  IN  DENMARK  –  THE  BASICS  

•  Official currency per 1st of January 2008

•  90-95 % of the market is encoded •  Not all stations are reported

individually •  A panel of approx. 1.000 panelists

(min. 750 reports daily) – age 12 years +

•  600 repr. national •  100 repr. 12-60 year-olds •  50 suppl. small local samples

•  3 days rerun

DR AUDIENCE RESEARCH

PPM  IN  DENMARK  –  THE  BASICS  

•  Primary weighting matrix is •  Age •  Gender by age •  Geography •  Size of household •  NOT CWL

•  Local stations measured in a different study (CATI)

•  Split by distribution-method (FM, DAB & internet)

DR AUDIENCE RESEARCH

PPM  IN  DENMARK  –  THE  BIG  CHANGES  

•  Reach increases •  All radio: from 95 to 95 % •  PS: from 80 to 87 % •  Commercial: From 51 to 71

% •  Talk radio lost listeners!

•  Listening time drops •  Almost 45 minutes/day!

DR AUDIENCE RESEARCH

THE  OTHER  STUFF  

•  Faster  data  delivery  grows  the  interest  in  the  media  –  and  in  the  analysis  of  the  media  

•  Minute  by  minute  data  opened  for  a  whole  new  perspec=ve  on  radio  analysis  

DR AUDIENCE RESEARCH

PPM  IN  DENMARK  –  THE  NEW  PERSPECTIVES  

•  New phenomena:

•  Decrease in morning peak •  Decrease in habitual

listening •  Increased seasonality •  Dips •  Attention span

DR AUDIENCE RESEARCH

MEASURING  RADIO                        ZAGREB, NOVEMBER 2014 DENNIS CHRISTENSEN HEAD OF AUDIENCE RESEARCH DANISH BROADCASTING CORP.