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Testing of PPM for radio in Norway

Testing of PPM for radio in Norway. The 2004 European Radio Symposium 10 th November, Berlin. Knut-Arne Futsæter TNS Gallup Norway. Status of the PPM test in Norway. The five largest radio stations and two local stations are encoded. The five largest TV stations are encoded.

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Testing of PPM for radio in Norway

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  1. Testing of PPM for radio in Norway The 2004 European Radio Symposium 10th November, Berlin Knut-Arne Futsæter TNS Gallup Norway

  2. Status of the PPM test in Norway • The five largest radio stations and two local stations are encoded. • The five largest TV stations are encoded. Status for week 22-26 2004 • 48 homes polled nightly. • 87 PPM's in production • 64 PPM's in production in-tab • 64 reporting persons

  3. 1. Compliance

  4. Sleep at night on weekdays 50% of the population is awake at 07:00 50% of the population is awake at 23:30 ..and the median undock time for PPM is 07:18 ..and the median last docking time for PPM is 23:39 Source: The TNS Gallup’s Time Budget Study and Statistics Norway SSB.

  5. Median PPM out of dock time and carried time by age and gender

  6. People wear Portable Meters – PPM

  7. 2. PPM vs CATI: Weekly and daily reach

  8. The Radio Concept in 2004 • 5000 CATIinterviewsin the test period week 22-26 2004. • The Norwegian radio structure calls for large samples: 60,000 yearly, 175 interviews daily for 345 days. • The radio survey is connected to the multimedia concept C&M, which make it possible to do: • Multi-media analyses • Consumer analyses • Segmentation analyses • Other analyses

  9. 1. Reporting sample and edit rules CATI: The individuals have to agree for being interviewed PPM:Docking and motion (8 hours) 2. Passive – active CATI: Recall the listening of different stations the day after. PPM: Passive electronic measurement. Within listening distance. Different methods give different listening figures

  10. Weekly reach increases PPM vs CATI • Total weekly reach increases with 9%. (p-value 0,06) • All measured stations increase. • Three of five measured stations have a significant increase (p-value less than 0,05). • On average weekly reach increases slightly most for women. • On average weekly reach increases mostly for 12-29 aged and less for those above 45 year.

  11. Daily reach increases PPM vs CATI • Total daily reach increases with 18%. (p-value 0,06) • All measured stations increases. • One of five measured stations have a significant increase (p-value less than 0,05). • On average daily reach increases slightly most for women. • On average daily reach increases mostly for 12-29 aged and less for those above 45 year.

  12. Number of stationsdaily: Stations tuned per day increases by 30%

  13. 3. PPM vs CATI:Reach for dayparts

  14. PPM gives 54% higher (p< 0,05) reach on 3-hours intervals

  15. PPM gives 21% higher reach AQH on weekdays

  16. PPM gives detailed knowledge about radio listening and tuning – minute by minute Percent

  17. 4. Multi-media analyses

  18. PPM gives new sales opportunities:Light TV viewers listen too radio • Six of seven stations have higher reach among light TV viewers. • Three of seven stations have indexes near 200. Index

  19. Programming opportunities:News on NRK Radio and TV June 14 2004

  20. Accumulative reach for news on NRK Radio and TV

  21. Conclusions The compliance is methodologically acceptable Weekly and daily reach increase PPM gives higher reach for all sort of dayparts Number of listening sessions daily increases PPM gives new sales opportunities PPM gives new programming opportunities PPM can measure content on different platforms

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