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GALLUPGrunnlag for bedre beslutninger
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Call for development of multiple methods in radio research: A review
http://www.gallup.no/menu/media
EMRO meeting 18 May 1999, Voss, Norway
Sissel Lund, Head of research at Norwegian Broadcasting Corporation: [email protected] Futsæter, Norsk Gallup Institutt A/S: [email protected]
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1. Introduction
No Joint Industry Committee in Norway.
The commercial participants have been absent until the beginning of the nineties.
NRK has always contributed to the development of radio and TV research in Norway in a close co-operation with different research organisations.
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2. A historical review of Radio Research in Norway
Radio Research will always reflect changes in the society and the growing demand for research due to:Media structureTechnological development Political and organisational developmentAltered demands from the mediaAltered demands from the commercial participants
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Radio research in Norway from 1953 to 1985
The first phase: 1953-1967 Employer/Supplier: NRK and Norsk Gallup Institutt AS Method: 8000 face to face interviews in 1953/1954 and 1961 Main goal: To obtain reliable listening data for channel and programs
The second phase: 1967-1977 NRK and the National bureau of statistics (SSB) 2000 face to face interviews yearly The seasonal variation of listening
The third phase: 1977-1985 NRK and the University of Oslo 2000 face to face interviews yearly. For each program title the respondent was asked
whether he or she had listened to the program or parts of it. Comparability from one year to another.
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Daily reach for radio channels 1969 - 1998. Weekdays
82
7674
71
7780
75 74 7375
7072
68 68 69 69 70
82
7674
71
77 76
5754
5148
42 41
35 36 37 37 37
2224
26 25
3027
21
3
912
16
24 2320
12 11 11 1113
6 6 5 5 6
12 12 12 11 11
4
2123 24 25 26
0
10
20
30
40
50
60
70
80
90
69 71 73 77 80 83 85 87 89 91 92 93 94 95 96 97 98
Source: FLERKANALSAMFUNNET. Fra monopol til mangfold. (Lundby & Futsæter 1993). Gallup Radio 1994-1998
Radio
P1
Gamle P2
Lokalradio
P4
Petre
P2
Precentage
Change of the Norwegian radiolandscape and call for new methods
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Radio research in Norway from 1985 to 1991
The fourth phase: 1985-1989 NRK and The National bureau of statistics 5000 interviews yearly gradually changed to telephone interviews The variation of listening from one year to another and comparability between
channels.
The fifth phase: 1989-1991 NRK and the private institute MMI. 37.000 telephone interviews yearly The variation of listening from one year to another and comparability between
channels also for local commercial stations and NRK’s District programs.
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Segmentation of the Norwegian radio market
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Radio research in Norway from 1991 to 2002
The sixth phase: 1991-1994 NRK/NRF and MMI. P4 integrated in
Consumer & Media from august 1993. 56000 telephone interviews yearly and
CATI was introduced The variation from week to week for
nation stations and reporting of NRKs district programs and local stations quarterly.
The seventh phase: 1994-2002 NRK/NRL/P4 and Gallup. 60000 CATI interviews yearly More data about the respondent, multi-
media analyses.
http://www.nrk.no/distrikt/
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9 Source: Consumer & Media. Gallup PC 99/1 collected 1998, All days. precentageageage.
Multimedia analysis : Daily reach for NRK is 79%
NRK Text TV: 33%NRK Interactive:
1%
NRK TV: 61%NRK1: 59%NRKTO: 9%
NRK Radio: 46%P1: 35%P2: 6%
Petre: 11%Alltid KlassiskAlltid NyheterOther services
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Multimedia analysis for NRK’s Regional broadcasts
Only Radio 25%
Only TV 7%
Source: Consumer & Media 99/1. Weekdays. Week 34-50 1998.
NRK’s Regional broadcast have a total daily reach of 40%.
The daily reach for radio is 33%, and television 15%.
Double reach for TV and radio 8%.
Both8%
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Target group analysis based on audiences' interest
Norwegians range local news on top, followed by news flash and music.
This type of data is important for strategic planning of channels and programs as well as for advertisers with a definite aim to reach specific target groups.
13
17
20
33
34
38
44
53
57
37
0 25 50 75
Religious
Culture programs
Popular science
Long news
Sport
Nature programmes
Foreign news
Music
News flash
Local news
Procentage
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DAB and thematic channels
Interested in news52%
Interested in culture
17%
Interested in nature program 37%
Interested in sport
34%
Popular science20%
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3. Gallup’s Radio Concept
Radio PanelGallup Panel
Gallup Radio
TV
Consumer & MediaRadio - Past 30 days Frequency Daily
RadiobusPast 30 daysFrequencyDaily
NewspaperMagazine
DACinemaCatalogueBackground
Child surveysMusicEditorial conceptsProfile surveyLocal TVAdvertising testsListener satisfactionAd-hoc surveysBackground
Life-styleConsumer patternCapital goodsBrand namesGallup CompassDecisionChannel choice
Postal 14.000 per year
Two concepts with a total of60,000 interviews. Both on the single source principle
29,050 interviews per year carried out over 300 days in up to 8 calls
30,950 interviews per year carried out over 300 days in up to 8 calls
approx. 15,000 participants
The Norwegian radio structure calls for large and geographically stratified samples: 60.000 yearly, 200 intervju divided on 300 days.
Half of the data is connected to the multimedia concept Consumer & Media (C&M), and half in a separate Radiobus. With that, one can make multi media analysis in C&M, while one can add client specific surveys like spot tests in the separate Radiobus.
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C a n y o u r e m e m b e r the fir s t tim e y ou lis te ne d to ...F o r h o w lo n g d id y o u lis te n to ...D id y o u lis te n to .. o the r tim e s ....
H e r e w e sur v e y lis te n in g o n a 5 m in u te le v el
D id y o u lis te n to ... y e s te r d ayb e tw e e n 0 6 .0 0 -0 8 .59
D id y o u lis te n to th e r ad io y e ste r d a y b e tw e en0 6 .0 0 -0 8 .5 9
C a n y o u r e m e m b e r the fir s t tim e y ou lis te ne d to ...F o r h o w lo n g d id y o u lis te n to ...D id y o u lis te n to .. o the r tim e s ....
H e r e w e sur v e y lis te n in g o n a 5 m in u te le v el
D id y o u lis te n to ... y e s te r d ayb e tw e e n 1 5 .0 0 -1 7 .59
D id y o u lis te n to th e r ad io y e ste r d a y b e tw e en1 5 .0 0 -1 7 .5 9
C a n y o u r e m e m b e r the fir s t tim e y ou lis te ne d to ...F o r h o w lo n g d id y o u lis te n to ...D id y o u lis te n to .. o the r tim e s ....
H e r e w e sur v e y lis te n in g o n a 5 m in u te le v el
D id y o u lis te n to ... y e s te r d ayb e tw e e n 1 8 .0 0 -2 0 .59
D id y o u lis te n to th e r ad io y e ste r d a y b e tw e en1 8 .0 0 -2 0 .5 9
L isten ed to th e rad io yesterd ay
T h e p ast 30 d ays
H ow m any of th e past 7 d ays d id you listen to ...
The questionnaire
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Reporting
Weekly electronic reports (http://www.gallup.no/clients1/radio/) Monthly Radio barometer Printed quarterly and annual reports Pulsar Radio RBP Telmar Radio RBP Telmar Radio/TV Gallup PC Consumer & Media
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CATI: 30.000 telephone interviews128 newspapers Yellow Pages/Catalogues Direct Mail64 radio stations Internet (60 el. titles) Demography 28 national TV channels 4 Text TV channels Geography
TGI 1: Postal questionnaire: 15.000 self completed questionnaires96 Magazines and 20 foreign TV channels with logosEditorial questions (interests for program )Attitudes, behaviour and lifestyle which form Gallup CompassCapital goods and households ownership
TGI 2: Postal questionnaire: 10.000 self completed questionnaires
Fast moving consumer goods - Branded goods
Possibilities to include specific questions.
The Consumer & Media Concept
Gallup PanelPossibility for diaries
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Radio in a multi-medialandscape
Source: Consumer & Media. 1998.
10
20
39
47
66
90
84
0 25 50 75 100
Internet
Prof. Mag.
Text TV
Magazines
Radio
TV
Newspapers
4
6
8
11
14
14
42
58
64
68
0 30 60 90
10. NRKTO TV
9. NRK P2
8. Internett
7. TV3
6. TVNorge
5. NRK Petre
4. P4
3. TV2
1. NRK1 TV
1. NRK P1
Minutes
Time in minutes Daily reach in %
Percentage
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P4 listeners are consumers of great interest
137133
125
100
150
Purchasing plans formob.phones
Purchasing plans formodem Games/lottery
Source: Consumer & Media
There is a 37% greater possibility to reach someone with purchasing plans for mobile telephones among those who listen to P4 (daily) compared to the rest of the population.Affinity index where the average is 100.
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Gallup’s Time Budget Survey :Location of the radio listeners
0
25
50
75
100
06:00
09:00
12:00
15:00
18:00
21:00
00:00
03:00
Other placesTravelWork/schoolHome
Source: Gallup’s Time Budget Study. EMRO paper1999:Time Budget Study and Qualitative Mediadata.)
Precentage
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Gallup’s Time Budget Survey : Location of P1 listeners
0
25
50
75
100
06:00
07:00
08:00
09:00
10:00
11:0
012:0
013:0
014:0
015:0
016:0
017:0
018:0
019:0
020:0
021:0
022:0
023:0
000:0
0
TravelCarWork/schoolHome
Source: Gallup’s Time Budget Study. EMRO paper1999:Time Budget Study and Qualitative Mediadata.)
Precentage
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Gallup’s Time Budget Survey : Location of P4 listeners
0
25
50
75
100
06:00
07:00
08:00
09:00
10:00
11:0
012:0
013:0
014:0
015:0
016:0
017:0
018:0
019:0
020:0
021:0
022:0
023:0
000:0
0
TravelCarWork/schoolHome
Source: Gallup’s Time Budget Study. EMRO paper1999:Time Budget Study and Qualitative Mediadata.)
Precentage
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4. The Future New methodological challenges
Fragmented media market Increase of syndicated services Cable and satellite media Development of DAB NRK Always Classical was established already in 1995, as the first totally digital
radio station in the world. NRK Always News, or Non-Stop News started broadcasting April 14th 1997. The
radio channel provides news around the hour in Norwegian all day, and rebroadcasts BBC World Service, in English, all night and the entire weekend.
Radio on the Internet (ref. Internet paper) Fusion of Radio and TV etc.
High proportion of early adapters to new technology in Norway
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Radiometer - the final solution?
Advantages Can follow the same respondent over several days. Gives more certain estimate for campaign planning tools like Telmar. Better detailed radio data.
Disadvantages No radiometer has been tested and found adequate at present. As of today there is no radiometer that has been used all around the world. Considerably more expensive than CATI and diary with the same number of interviews.
Not automatically multi-media analyses and target group indexes.
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Gallup's model for television audience measurement: A multiple set of measurements
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Future perspectives: Call for development of multiple methods in radio research
One method is not sufficient.
Large methodological challenges when it comes to co-operating different methods and figures.
It is necessary to have a close and continuous teamwork between media and institutes, and across borders.