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MEASURING MEDIA AUDIENCE PERCEPTIONS: GOING BEYOND FOCUS GROUPS

MEASURING MEDIA AUDIENCE PERCEPTIONS: GOING BEYOND FOCUS GROUPS. Reasoning behind the new Radio programme . Merged two of BBC WS morning news flagship programmes into one rolling programme . Network Africa Targeting the African audience 2. The World Today Targeting global audience.

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MEASURING MEDIA AUDIENCE PERCEPTIONS: GOING BEYOND FOCUS GROUPS

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  1. MEASURING MEDIA AUDIENCE PERCEPTIONS:GOING BEYOND FOCUS GROUPS

  2. Reasoning behind the new Radio programme • Merged two of BBC WS morning news flagship programmes into one rolling programme • Network Africa • Targeting the African audience • 2. The World Today • Targeting global audience Both programmes aired simultaneously in Africa

  3. The new BBC WS programme

  4. Reasoning behind the new TV programme • Need to be part of developments taking place within the TV market in Africa • Capitalize on favorable market conditions and opportunities • Significant growth in TV penetration/ audience • Gap/ demand for Pan Africa TV news programme • Expected digital switchover in most countries • Increasing advertisers’ attraction & continued investment in TV market by broadcasters

  5. The newly launched FOA TV programme

  6. Key Business Objectives Create a rolling radio programme – with more continuity and better listening experience for the audience • Launch a daily TV news programme with both African & global appeal. • Use both programmes to enhance BBC’s reach and impact

  7. Survey Objectives • Accurately assess audience reactions, perception & expectation • Measure audience engagement level • Assess impact on BBC’s reputation and audiences (esp. non African markets) • Use feedback to enhance editorial output & proposition for the two programmes

  8. Three key questions we sought to answer via the two surveys

  9. How well both programmes are testing with the audience i.e. Are they living up to expectations. • Which elements of the programmes drive audience engagement Which elements within the programmes needed to be fine tuned / removed.

  10. The Methodology Choice • Choice guided by a number of factors…. Easy to replicate in different markets given BBC’s global reach An approach that goes beyond the traditional AM metrics Able to fuses qual & quant data to enhance understanding of audience behavior With clear feedback on audience engagement level and its drivers Ability to identify verbal and non verbal expressions

  11. Approach Used • A hybrid quantitative and qualitative methodology was adopted This approach included three key elements • Dial testing, • Qualitative discussions • Pre and post exposure attitude questions.

  12. Markets surveyed • TV markets • Radio markets 8 x 4 groups per country Total = 96 audiences • 25 x 4 groups per country • Total = 300 audiences

  13. Sample description • Audiences aged 18- 50 years (slightly older samples in Germany and US) • BBC Vs Non BBV audience • Interest in pan Africa and international news • Use of international news channels like CNN, Aljazeera, etc • Regular usage of international news/media – weekly • Residents of cities & countries surveyed

  14. Approach Application • TV Survey • Rating the BBC on a number of attributes (only for TV) • Watching two recorded editions of the programme • Rating the BBC again to confirm attitude shift if any • Participating in FGD • Radio Survey • Listening to different stories/ sections of the pilot programme • Participating in FGD

  15. Dial testing • Is wireless • Can be set to different scores, e.g. 0 to 100, 1 to 10 etc • Can easily be turned left & right • Audiences turn the dial as they watch /listen to a programme • Generates second-by-second data • Data instantly downloaded for analysis

  16. Qualitative discussions After the dial test session, audiences took part in a qualitative discussion. Discussion guided by: Issues arising from dial –test feedback other elements of the programme

  17. What we achieved via this approach Established audience engagement level and benchmarked this against standard/ acceptable levels Monitored behaviour and attitudes towards the programmes & used this to direct or generate discussion points Use of the quantitative data to interpret /understand some of the audience behaviour and expressions Use of quant data to guide qual discussion Full/ equal participation in the survey by all audiences

  18. The challenges faced Use of dial not common yet, so proper use or full compliance is limited Conflicting qual and quant data Cost and set up Neither is pure quant or qual

  19. In conclusion A challenge to PAMRO..... How do we go from here to beyond ....

  20. Thank y’all

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