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

46
National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

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Page 1: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

National Newspublishers Survey 2011

Measuring cross-platform reach of Print & Internet

Page 2: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Index

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

Page 3: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

National Newspublishers survey 2011

Survey overview

Page 4: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Objective of the survey

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

Commongoal

Individualperspectives

4

National Newspublishers survey 2011 > Survey overview

Page 5: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

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’)

5

National Newspublishers survey 2011 > Survey overview

Page 6: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

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)

6

National Newspublishers survey 2011 > Survey overview

Page 7: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

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)

7

National Newspublishers survey 2011 > Survey overview

Page 8: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

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’)

8

National Newspublishers survey 2011 > Survey overview

Page 9: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

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 ,

< ¼

9

National Newspublishers survey 2011 > Survey overview

Page 10: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

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

10

National Newspublishers survey 2011 > Survey overview

Page 11: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

National Newspublishers survey 2011

Additional crossmedia reach

Page 12: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Segmentation of titles

Popular Quality Regional

Dutch titles

French titles

12

National Newspublishers survey 2011 > Additional crossmedia reach

Page 13: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

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

0

50

100

150

200

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

13

National Newspublishers survey 2011 > Additional crossmedia reach

Page 14: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

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

164

122

171

149

207

141

0

50

100

150

200

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

14

National Newspublishers survey 2011 > Additional crossmedia reach

Page 15: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Additional reach of websites in addition to one day paperFrench titles

100 100 100 100

127 133 133114

158167

176

129

0

50

100

150

200

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

Popular titlesAll titles Quality titles Regional titles

*Index = 100

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

15

National Newspublishers survey 2011 > Additional crossmedia reach

Page 16: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

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)

16

National Newspublishers survey 2011 > Additional crossmedia reach

Page 17: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

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)

17

National Newspublishers survey 2011 > Additional crossmedia reach

Page 18: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

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

18

National Newspublishers survey 2011 > Additional crossmedia reach

Page 19: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

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

19

National Newspublishers survey 2011 > Additional crossmedia reach

Page 20: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Combined weekreach (paper + magazine + site)

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Site7x

Paper6x (5x*)

Magazine1x

*For De Tijd and L’Echo

20

National Newspublishers survey 2011 > Additional crossmedia reach

Page 21: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

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

121

0

50

100

150

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

21

National Newspublishers survey 2011 > Additional crossmedia reach

Page 22: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Additional reach on paper weekreach Dutch titles

100 100 100 100110 107

115104

123118

133

115

132124

146

118

0

50

100

150

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

Popular titlesAll titles Quality titles Regional titles

*Index = 100

Combined weekreach is higher for Dutch quality titles ...

22

National Newspublishers survey 2011 > Additional crossmedia reach

Page 23: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Additional reach on paper weekreach French titles

100 100 100 100105 104 108

102

117 117123

108

121 120130

110

0

50

100

150

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

Popular titlesAll titles Quality titles Regional titles

*Index = 100

... as well as for French quality titles

23

National Newspublishers survey 2011 > Additional crossmedia reach

Page 24: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Additional reach on paper weekreachExclusive readers/visitors and duplicants

Dutch titles

Exclusive readers/visitors

44%

6%

16%

Duplicants

14%

12%

1%

7%

66%

34%

% on base: Combined Weekreach

24

National Newspublishers survey 2011 > Additional crossmedia reach

Page 25: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Additional reach on paper weekreachExclusive readers/visitors and duplicants

Dutch titles French titles

Exclusive readers/visitors

44% 63%

6% 3%

16% 13%

Duplicants

14% 8%

12% 9%

1% 1%

7% 3%

Less duplication between media for French titles

66%

34%

79%

21%

% on base: Combined Weekreach

25

National Newspublishers survey 2011 > Additional crossmedia reach

Page 26: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Additional reach on paper weekreachExclusive readers/visitors and duplicants

Alltitles

Popular titles

Quality titles

Regional titles

Exclusive readers/visitors

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

% on base: Combined Weekreach

26

National Newspublishers survey 2011 > Additional crossmedia reach

Page 27: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Additional reach on paper weekreachExclusive readers/visitors and duplicants

Alltitles

Popular titles

Quality titles

Regional titles

Exclusive readers/visitors

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

% on base: Combined Weekreach

27

National Newspublishers survey 2011 > Additional crossmedia reach

Page 28: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

National Newspublishers survey 2011

Leverage in readership offline + online

Page 29: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Leverage in readership offline + online

16

8

27

16

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.

29

National Newspublishers survey 2011 > Leverage in readership offline + online

Page 30: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Leverage in readership offline + onlineDutch titles

16

14

19

14

27

24

30

25

visit corresponding website on same day

visit corresponding website in same week

Popular titles

All titles

Quality titles

Regional titles

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

30

National Newspublishers survey 2011 > Leverage in readership offline + online

Page 31: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Leverage in readership offline + onlineFrench titles

8

9

9

6

16

17

17

13

visit corresponding website on same day

visit corresponding website in same week

Popular titles

All titles

Quality titles

Regional titles

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

31

National Newspublishers survey 2011 > Leverage in readership offline + online

Page 32: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Leverage in readership offline + online

63

54

31

25

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

32

National Newspublishers survey 2011 > Leverage in readership offline + online

Page 33: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Leverage in readership offline + onlineDutch titles

63

60

68

59

31

33

25

37

read any paper on same day

read corresponding paper on same day

Popular titles

All titles

Quality titles

Regional titles

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

33

National Newspublishers survey 2011 > Leverage in readership offline + online

Page 34: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Leverage in readership offline + onlineFrench titles

54

53

54

54

25

22

22

31

read any paper on same day

read corresponding paper on same day

Popular titles

All titles

Quality titles

Regional titles

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

34

National Newspublishers survey 2011 > Leverage in readership offline + online

Page 35: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

National Newspublishers survey 2011

Profiles

Page 36: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Differences in profilesDutch titles

90

112

85

103 108

98

102 105

96

9986

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

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

112

83

111 119

74

112

87

112127 125

67

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

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

36

National Newspublishers survey 2011 > Profiles

Page 37: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Differences in profilesDutch popular titles

83

120

81

102112

94

107 99 107 98 97

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

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

116

81

137120

57

127

70

140129

93

44

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

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

Magazine versus paper readers

Website visitors versus paper readers

IND 100 = PROFILE PAPER (DAY)

37

National Newspublishers survey 2011 > Profiles

Page 38: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Differences in profilesDutch quality titles

92

110

91

105 103 102

96

109

89 9574

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

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

121

6883

125

86

104

9785

125

164

90

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

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

Magazine versus paper readers

Website visitors versus paper readers

IND 100 = PROFILE PAPER (DAY)

38

National Newspublishers survey 2011 > Profiles

Page 39: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Differences in profilesDutch regional titles

93

108

91

105 103

96

104 105

95

10794

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

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

93

108

83

125

86

109

91

125 129

97

56

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

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

Magazine versus paper readers

Website visitors versus paper readers

IND 100 = PROFILE PAPER (DAY)

39

National Newspublishers survey 2011 > Profiles

Page 40: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Differences in profilesFrench titles

92

112

83

101117

95

105 111 105

95

94

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

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

122

72

103118

80

119

82

149

115

4963

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

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

Magazine versus paper readers

Website visitors versus paper readers

Both French magazines and websites attract a more upscale public.

IND 100 = PROFILE PAPER (DAY)

40

National Newspublishers survey 2011 > Profiles

Page 41: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Differences in profilesFrench popular titles

75

151

94 89

126

100 100

91 93 88

135

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

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

98

105 113 108

67

126

69

185

100

5060

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

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

Magazine versus paper readers

Website visitors versus paper readers

IND 100 = PROFILE PAPER (DAY)

41

National Newspublishers survey 2011 > Profiles

Page 42: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Differences in profilesFrench quality titles

94

105

80

100123

93

108 102115

10283

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

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

131

58

91

119

95

120

83

126106

4064

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

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

Magazine versus paper readers

Website visitors versus paper readers

IND 100 = PROFILE PAPER (DAY)

42

National Newspublishers survey 2011 > Profiles

Page 43: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Differences in profilesFrench regional titles

95

104

81

109 106

95

105

135

96 89

90

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

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

121

75

109123

70

119

82

165

136

62 64

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

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)

43

National Newspublishers survey 2011 > Profiles

Page 44: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

National Newspublishers survey 2011

Conclusions

Page 45: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

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.

45

National Newspublishers survey 2011 > Conclusions

Page 46: National Newspublishers Survey 2011 Measuring cross-platform reach of Print & Internet

Thanks