06.gf k cra mumbrella presentation
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Joan Warner – CEO of Commercial Radio Australia New Enhanced Radio Audience Measurement
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Australian Radio - Healthy and Popular
Source: Nielsen Radio Ratings Survey #, 1-8 2013. Total People 10+ Mon-Sun Mid to Mid.
Australians spend around 19hours per week listening to radio
80% (16 hours per week) is to commercial radio
Over 7 million people listen to commercial metro breakfast radio
Commercial radio metropolitan ad revenue for financial year ending June 2013 was up 0.41% in tough economic times
Australian radio broadcasters use all devices and broadcast content across all delivery platforms
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Future Proofing Audience Measurement
Australia has a robust world class audience measurement system – surveying 60,000 people a year in eight surveys a year
Research is a valuable tool to sell air time. Advertisers want reliable & consistent radio audience measurement
GfK newly appointed Australian radio audience provider – first change in 66 years extensive experience in Europe
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GfK RAM and Service Enhancements from 2014
NEW: E–Diary – Smartphone, Tablet and PC
NEW: Fieldwork Enhancements and Automation
NEW: Radio Audience Insights
NEW: Industry Service and Training
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New Radio Audience Insights Through AudienScope
• Consisting of a minimum of 5,000 respondents per year, with quarterly reporting. • Investigate specific radio topics, e.g., drivers and barriers to DAB+ adoption, internet radio consumption, platform usage trends, the role of radio in people’s lifestyle. • Provide the industry with fresh ongoing stories to promote radio. • Include mobile app insights via All In Media. • Be contextualised and anchored to the RAM. • Continue for the entire life of the RAM contract.
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• As well as enhancements to the RAM system , CRA has opened up the Radio Analysis Software Market with five providers – L+J, Telmar, Total Exact Solutions, Roy Morgan and GfK.
• Any Gold Standard certified software is permitted to use survey data from 1 January 2014.
• This will allow subscribers to the survey data, such as agencies and networks, to have a choice of software that meets specific requirements.
• 10 years historical data for metro surveys and 5 years for Gold Coast, Canberra and Newcastle for subscribers to those surveys
Gold StandardOpening up the Radio Analysis Software Market
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7© GfK 2013 | National Radio Roadshow
RADIO RATINGS UPDATE
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8© GfK 2013 | National Radio Roadshow
• Future-proofing radio audience measurement
• Survey reporting and software
• A new research paradigm for audience measurement
Agenda
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9© GfK 2013 | National Radio Roadshow
Future-proofing radio audience measurement
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10© GfK 2013 | National Radio Roadshow
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11© GfK 2013 | National Radio Roadshow
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12© GfK 2013 | National Radio Roadshow
Multi-mode methodology
Recruitment
Data Collection
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13© GfK 2013 | National Radio Roadshow
80%
The diary
7 days of listening
24 hours per day
Quarter hour ratings
Place of listening
Mode of listening
Lifestyle questionnaire 20%
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14© GfK 2013 | National Radio Roadshow
Bringing technology into the field
• CAPI tablets to collect the demographic information at the door
• Live management of fieldwork
• Better data quality through automated data entry and validity checks
• Automated survey routing
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15© GfK 2013 | National Radio Roadshow
Door-to-door pilot study
Objectives• Dynamic recruitment trial, using tablet PCs• Assess smaller paper diary format• Estimate e-diary preference (acceptance and completion)
Approach• 25% of the standard sample size • Sydney and Adelaide markets• Parallel with Survey 5
Results• Faster field adjustments• No data entry of demographics• A4 had fewer respondent errors and faster processing• A5 produced slight drop in TSL• Combined e-diary acceptance and completion was 24%
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16© GfK 2013 | National Radio Roadshow
Online pilot study
Objectives• Compare response and completion with 2012 pilot• Test online lifestyle questionnaire• Assess ratings data using a 20% e-diary blend
Approach• 20% of the standard sample size • Sydney, Melbourne, Brisbane, Adelaide, Perth• Parallel with Survey 5
Results• Response and completion rates comparable to 2012 pilot• Over 90% lifestyle completion rates in all markets• All key ratings (share, cume, TSL, rank) were stable
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17© GfK 2013 | National Radio Roadshow
2014 survey methodology
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18© GfK 2013 | National Radio Roadshow
− 80% of sample, personally placed− 4 attempts to make contact− One person per home (10+)− Birthday selection with 10-24 quota− Mid-week and end of week reminder calls− $1,000 incentive− Personally collected and checked at door
Recruiting the paper diary respondents
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19© GfK 2013 | National Radio Roadshow
Placing the paper diary in Sydney
Geographic Regions Statistical Areas
North
25.5%West
25.5%
S West
18% South
14.1%
Central/Inner West 16.9%
Interviewing Areas
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20© GfK 2013 | National Radio Roadshow
− 20% of sample recruited via panels− Placement by postcode in line with
ABS population dispersion− Age/Gender quotas− One person per home (10+)− Individual panel incentive− Daily checking of compliance
Recruiting the online diary respondents
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21© GfK 2013 | National Radio Roadshow
• In survey for 41 weeks of the year with 8 releases
• Minimum sample size− Sydney and Melbourne – 2,400− Brisbane – 2,000− Adelaide – 1,750− Perth – 1,850
• Survey 1 will be a 6-week new sample
• Survey 1 scheduled for Tuesday, 11 March
2014 survey schedule
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22© GfK 2013 | National Radio Roadshow
• Lifestyle information about listeners will be available from Survey 1
Insights into your listeners
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23© GfK 2013 | National Radio Roadshow
Survey reporting and software
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24© GfK 2013 | National Radio Roadshow
GfK radio ratings on the go!
• Your survey data will be available on your smartphone, tablet, or computer
• Share, Averages, Cumes and TSL for all the standard age groups and dayparts
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25© GfK 2013 | National Radio Roadshow
The GfK Australia radio website
• The Radio Ratings will have a dedicated page on the GfK website
• Links to… − 2014 Tool Kit− Radio Maps− 2014 Survey Calendar− 2014 GfK Training Schedule− + more
• Radio Ratings Snapshots; available for non subscribers providing access to top line information
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26© GfK 2013 | National Radio Roadshow
A new research paradigm for audience measurement
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27© GfK 2013 | National Radio Roadshow
Moving from data to insights
RESEARCH AGENCY CLIENT
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28© GfK 2013 | National Radio Roadshow
Quarterly reporting
5,000 respondents per year
• Content preferences
• Station loyalty
• DAB+ adoption triggers
• The role of radio in lifestyle
• App usage
• Preferred characteristics of presenters
• Other media consumption
• Profiled by demographics, consumption, platform, location, session, device, headphones
Take a closer look at the ratings with AudienScope
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29© GfK 2013 | National Radio Roadshow
Word-of-mouth is the most influential factor for DAB+ adoption
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30© GfK 2013 | National Radio Roadshow
Having a DAB+ tuner in the car is especially
important to people aged under 40
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31© GfK 2013 | National Radio Roadshow
The most popular place for headphone radio listening is at home
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32© GfK 2013 | National Radio Roadshow
Advertisements are experienced in their entirety on radio much more than digital, print, outdoor, or cinema
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33© GfK 2013 | National Radio Roadshow
FINAL PARTING THOUGHT … HOW MANY RADIO-CAPABLE DEVICES WERE SOLD IN 2013?
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34© GfK 2013 | National Radio Roadshow
9,821,633(up 10%)
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35© GfK 2013 | National Radio Roadshow
Thank You