national newspublishers survey 2011 measuring cross-platform reach of print & internet

National Newspublishers Survey 2011

Measuring cross-platform reach of Print & Internet

National Newspublishers Survey 2011

Measuring cross-platform reach of Print & Internet

TNS Belgium

Author(s)Jan DrijversOlivier Dequinnemaere

Belgian newspaper editors

Client contact Jan Drijvers

AC5403 | © TNS

1. Survey overview p. 3

2. Additional crossmedia reach p. 11

3. Leverage in readership offline + online p. 28

4. Profiles p. 35

5. Conclusions p. 44

National Newspublishers survey 2011

Survey overview

Objective of the survey

To study aspects of newspapers which are not (yet) covered by the CIM surveys

Commongoal

Individualperspectives

National Newspublishers survey 2011 > Survey overview

Objectives – Common goal

To calculate the combined reach of newspapers, their magazines / supplements and internetsite(s).

To translate these reach figures into indices useful for cross-mediaplanning (accumulation, duplication, exclusive reach)

To maintain the structure of the universe and the reach figures from the CIM Print Survey for paper version of the dailies & magazines (reproduction of ‘CIM-fiche’)

Objectives – Individual perspectives

To compare the image of the different media within the triple play (Corelio, Rossel)

To compare the reach of week- and weekend-editions (Concentra, Corelio, Mediafin, Persgroep)

To monitor the use of new digital platforms : Ipad, smartphone, digital TV (Corelio, Rossel)

Datacollection method

CATI (telephone) – omnibus :

• Neutral method with regards to paper and internet • Exhaustiveness (no internet at home : +/- 40%) • Representativity : RDD fixed lines & mobile exclusives• Equal distribution of the sample over days of the week (//CIM)

Sample

Universe 2010 :

• Belgian population 15+• Respondent receives questionnaire with appropriate titles according to language

Sample size :

• Goal : minimum 200 observations total reach for each newspaper• NL : 2503 interviews / FR : 2500 interviews

Weighing procedure :

• Weighing towards objectives CIM PMP 2010 on all important variables of a CIM-fiche: gender, age, social class, province, habitat, profession, education, family size, presence of children (‘Calage’ + ‘Calibrage’)

QuestionnaireReach indicators

Total reach : • print : ‘read, seen, leafed through, last months ‘ (formulation CIM)• websites : ‘consulted last months’

Recency question (LLP/LDP) :• Open recency-question for all media : Last time : yesterday / 2 day ago / 3 days ago /

last 7 days / last 14-15 days / last 30 days / longer ago ? • Definition of LLP / LDP depends on day of interview and last day of publication

Frequency question : • dailies & websites : 6-7 days / 7 , 5/7, 3-4/7, 1-2/7, <1/7 (adapted for free and financial

dailies)• Weekend editions and magazines : 4 weeks out of 4, 3 out of 4, 2 out of 4, 1 out of 4 ,

Output

All classic reach indices for paper versions of newspaper :• Net reach, gross contact, frequency distribution, accumulation

Aggregation of individual reach indices than allows to calculate for the entire universe or for specific target groups :

• The net reach of the combination of two or more titles/sites • The number of exclusive users of each of the titles/sites• The number of duplicate users between two or more titles / sites

Additional crossmedia reach

Segmentation of titles

Popular Quality Regional

Dutch titles

French titles

National Newspublishers survey 2011 > Additional crossmedia reach

Additional reach of websites in addition to one day paper

French titlesDutch titles

Websites offer a substantial additional reach to the newspaper reach

*Index = 100

100 100

142127

171158

1 day paper* + 1 day site + 1 week site

Additional reach of websites in addition to one day paperDutch titles

Popular titlesAll titles Quality titles Regional titles

*Index = 100

Additional reach of websites is higher for Dutch quality titles

100 100 100 100

142129

Additional reach of websites in addition to one day paperFrench titles

100 100 100 100

127 133 133114

158167

*Index = 100

Websites of French regional titles offer less additional reach compared to sites of both popular and quality titles

Added value of websites in numbers of contacts

(‘000)Paper

1xSite1x

Paper + Site

Dutch titles 3 600 1 697 5 297 (147)

French titles 2 082 626 2 708 (130)

*Index (Paper=100)

Added value of websites in numbers of contacts

(‘000)Paper

1xSite1x

Paper + Site

Dutch titles 3 600 1 697 5 297 (147)

Dutch popular titles 2 040 899 2 939 (144)

Dutch quality titles 680 487 1 168 (172)

Dutch regional titles 879 311 1 190 (135)

French titles 2 082 626 2 708 (130)

French popular titles 402 172 574 (143)

French quality titles 670 254 924 (138)

French regional titles 1 010 201 1 210 (120)

Websites offer a substantial additional number of contacts to the paper version

*Index (Paper=100)

Added value of websites in GRPDutch titles – GRPs among Dutch population

(‘000)Paper

1xSite1x

Paper + Site

Dutch titles 71 33 104

Dutch popular titles 40 18 58

Dutch quality titles 13 10 23

Dutch regional titles 17 6 23

Added value of websites in GRPFrench titles – GRPs among French population

(‘000)Paper

1xSite1x

Paper + Site

French titles 54 16 70

French popular titles 10 4 15

French quality titles 17 7 24

French regional titles 26 5 31

Combined weekreach (paper + magazine + site)

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Site7x

Paper6x (5x*)

Magazine1x

*For De Tijd and L’Echo

Additional reach on paper weekreach

French titlesDutch titles

On average, magazines and websites offer an addtional reach of respectively 30% (Dutch titles) and 20% (French titles) to the paper weekreach

*Index = 100

100 100110 105

123 117132

1 week paper* + magazine (1) + site (7) Combined weekreach

Additional reach on paper weekreach Dutch titles

100 100 100 100110 107

115104

123118

132124

*Index = 100

Combined weekreach is higher for Dutch quality titles ...

Additional reach on paper weekreach French titles

100 100 100 100105 104 108

117 117123

121 120130

*Index = 100

... as well as for French quality titles

Additional reach on paper weekreachExclusive readers/visitors and duplicants

Dutch titles

Exclusive readers/visitors

Duplicants

% on base: Combined Weekreach

Dutch titles French titles

44% 63%

16% 13%

Duplicants

14% 8%

12% 9%

Less duplication between media for French titles

Alltitles

Popular titles

Quality titles

Regional titles

44% 48% 42% 45%

6% 5% 9% 2%

16% 14% 20% 12%

Duplicants

14% 14% 11% 19%

12% 12% 10% 14%

1% 1% 1% 1%

7% 6% 7% 7%

Dutch titles

Alltitles

Popular titles

Quality titles

Regional titles

63% 63% 57% 71%

3% 2% 5% 1%

13% 14% 16% 7%

Duplicants

8% 6% 9% 9%

9% 12% 9% 9%

1% 1% 1% 0%

3% 2% 3% 3%

French titles

Leverage in readership offline + online

visit corresponding website on same day

visit corresponding website in same week

French titles

Dutch titles

% readers of an average paper edition of a title ...

A large proportion of print readers visit the website of their chosen title.

National Newspublishers survey 2011 > Leverage in readership offline + online

Leverage in readership offline + onlineDutch titles

Popular titles

All titles

Quality titles

Regional titles

Leverage in readership offline + onlineFrench titles

Popular titles

All titles

Quality titles

Regional titles

Leverage in readership offline + online

read any paper on same day

read corresponding paper on same day

French titles

Dutch titles

% visitors of a site (on an average day) ...

Newspaper sites appeal to their existing print readership, but they also attract a new audience to the title

Leverage in readership offline + onlineDutch titles

Popular titles

All titles

Quality titles

Regional titles

Leverage in readership offline + onlineFrench titles

Popular titles

All titles

Quality titles

Regional titles

Profiles

Differences in profilesDutch titles

103 108

102 105

Men Women 15-34 35-54 55+ Active Notactive

SC 1-2 SC 3-4 SC 5-6 SC 7-8

111 119

112127 125

SC 1-2 SC 3-4 SC 5-6 SC 7-8

Website visitors versus paper readers

Magazine versus paper readers

IND 100 = PROFILE PAPER (DAY)

Dutch magazines attract a female and upscale public, whereas websites attract

more men as well as active visitors

National Newspublishers survey 2011 > Profiles

Differences in profilesDutch popular titles

102112

107 99 107 98 97

SC 1-2 SC 3-4 SC 5-6 SC 7-8

137120

140129

SC 1-2 SC 3-4 SC 5-6 SC 7-8

Differences in profilesDutch quality titles

105 103 102

89 9574

SC 1-2 SC 3-4 SC 5-6 SC 7-8

Differences in profilesDutch regional titles

105 103

104 105

SC 1-2 SC 3-4 SC 5-6 SC 7-8

125 129

SC 1-2 SC 3-4 SC 5-6 SC 7-8

Differences in profilesFrench titles

101117

105 111 105

SC 1-2 SC 3-4 SC 5-6 SC 7-8

103118

SC 1-2 SC 3-4 SC 5-6 SC 7-8

Both French magazines and websites attract a more upscale public.

Differences in profilesFrench popular titles

100 100

91 93 88

SC 1-2 SC 3-4 SC 5-6 SC 7-8

105 113 108

SC 1-2 SC 3-4 SC 5-6 SC 7-8

Differences in profilesFrench quality titles

100123

108 102115

SC 1-2 SC 3-4 SC 5-6 SC 7-8

126106

SC 1-2 SC 3-4 SC 5-6 SC 7-8

Differences in profilesFrench regional titles

109 106

SC 1-2 SC 3-4 SC 5-6 SC 7-8

109123

SC 1-2 SC 3-4 SC 5-6 SC 7-8

Conclusions

The increasing reach of websites provides additional reach, rather than cannibalisation. Complementarity works. The different platforms (print + online) are mutually reinforcing.

3 out of 10 who visit an online newspaper, read the same newspaper that day, 6 out of 10 any given newspaper.

The incremental reach of online is higher in the North and for quality titles.

While building on a solid foundation of newspaper readers, newspaper websites are attracting a younger, more affluent and more active consumer, while their magazines attract a more female readership.

National Newspublishers survey 2011 > Conclusions

Thanks

national newspublishers survey 2011 measuring cross-platform reach of print & internet

survey overviewsampleuniverse

cim print survey

net reach

reach of week

exclusive reach

reach figures

combined reach of newspapers

observations total reach

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