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From CATI to PPM

From CATI to PPM. The 2006 European Radio Symposium 15th November, Rome. Knut-Arne Futsæter TNS Gallup Norway. Agenda. 1. Introduction 2. Compliance 3. CATI and PPM figures 4. Different calculations gives different figures 5. Conclusion. 1 . Introduction.

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From CATI to PPM

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  1. From CATI to PPM The 2006 European Radio Symposium 15th November, Rome Knut-Arne Futsæter TNS Gallup Norway

  2. Agenda 1. Introduction 2. Compliance 3. CATI and PPM figures 4. Different calculations gives different figures 5. Conclusion

  3. 1. Introduction

  4. Changes in current CATI radio survey • The CATI survey was in 2006 reduced from 60,000 to 30,000 interviews per year and will still be the currency for local radio. • The radio survey is connected to the multimedia concept C&M, which makes it possible to do: • Multimedia analyses • Consumer analyses • Segmentation analyses • Other analyses

  5. Portable People Meter (PPM) in Norway • TNS Gallup and the Norwegian radio market have signed an agreement to start a PPM panel with 500 individuals. • All 5 national radio channels and a syndicate of 12 larger regional radio channels are measured. This constitutes 95% of radio consumption in Norway. • The five largest TV stations, which have a total market share of 90% of the viewing time among them, are encoded. • The different broadcasting platforms (FM, DAB, web) will be identifiable through PPM measurement. • PPM data is the official currency for buying radio airtime in Norway from August 2006.

  6. The Portable People Meter system – PPM http://ppm.arbitron.com/

  7. The Base Station: Daily uploads of media and other information • Extracts data every night. • Recharges the battery. • Transmits data to the household hub. Offers immediate feedback to the survey participant: • Respondents are awarded "points" based on the time that the meter was in motion. • The points awarded are displayed daily on a message display on the base station. Every morning the points are also updated on the panel web site. • Other messages and questions to the respondents.

  8. PPM panel administration based on personal contact – also through SMS communication • Regular contact with panel members – weekly messages to all • Effective tool for incentive programme • News, campaigns, double points etc. • Special focus on ”Bad compliers”

  9. 2. Compliance

  10. Panel balance for households

  11. Panel status by age and gender

  12. Median PPM out of dock time and motion by age and gender All days

  13. Median PPM undocked and docking time by age and gender All days

  14. Docking for weekdays Weeks in 2006

  15. Sleep at night on weekdays Percent 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 07:14 ..and the median last docking time for PPM is 23:25 Source: The TNS Gallup’s Time Budget Study and Statistics Norway SSB.

  16. 3. CATI and PPM figures

  17. PPM gives 12%higher total weekly reach for radio Percent All days September 2006. Radio: 5 national and 12 local stations. Storbyradioen: 12 local radios in Oslo, Bergen ,Stavanger and Trondheim. The standard calculation of reach for PPM is 1 minute and for CATI it is at least 2 minutes in a 15 minutes interval.

  18. PPM gives 24%higher total daily reach for radio Percent All days September 2006. Radio: 5 national and 12 local stations Storbyradioen: 12 local radios in Oslo, Bergen ,Stavanger and Trondheim. Standard calculations for PPM and CATI.

  19. PPM gives higher total daily reach for all age groups Percent All days September 2006. Radio: 5 national and 12 local stations. Standard calculations for PPM and CATI.

  20. PPM gives 67%higher reach in 3-hour intervals All days September 2006. Radio: 5 national and 12 local stations. Standard calculations for PPM and CATI.

  21. PPM gives 27% higher reach AQH on weekdays 2 min definition for PPM and CATI.

  22. PPM gives 66% higher reach AQH on weekdaysamong 12-19 years 2 min definition for PPM and CATI.

  23. 4. Different calculations give different figures

  24. From 15 min (AQH) reach to 1 min rating Percent PPM

  25. Calculation of time spent listening (TSL) • CATI in Norway • Respondent reports listening as at least 2 minutes in a 5-min interval. • If listening for at least 2 minutes, the 5 minute period is credited • Since the lowest reporting level is 15 minutes, and in order to coordinate TSL and Share, it was decided to credit 15 minutes TSL if listening reported at least one 5-minute period. • International • Lowest reporting level is most often 15-minutes. If listened to for at least 5-8 minutes in a 15 minute interval, the whole 15 minute interval is credited • TV-panel • Reporting level 1 minute basis for calculation of time spent viewing. • PPM in Norway • Reporting level 1 minute basis for calculation of time spent listening.

  26. Alternate calculation of time spent listening Minutes

  27. Daily listening time ‘drops’ by 20% Minutes Radio: 5 national and 12 local stations Storbyradioen: 12 local radios in Oslo, Bergen ,Stavanger and Trondheim.

  28. 5. Conclusions • The compliance is methodologically acceptable • Weekly and daily reach increases • PPM gives a higher reach for all periods of the day • BUT does listening time drop? • PPM gives new sales and program opportunities

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