This paper presents ground-breaking research on audience measurement across platforms, especially print, using the Arbitron Portable People Meter; (PPM) combined with Radio Frequency Identification (RFID).Specifically, this paper addresses four key challenges: multi-media/multi-platform measurement, issue-specific readership, enhancing detection accuracy and behavioral consistency between readership and measurement. PPM's capabilities to measure both audio and non-audio media place print measurement on equal footing with the electronic measurement of radio, TV, internet, and place-based audiences. Therefore, a single meter can potentially provide electronic cross-media and multi-platform single-source measurement. RFID technology has broad applicability unmatched by other sensing technologies. The readership audience measurement possibilities of RFID technology are numerous: audience accumulation, issue-specific readership, removal of recall error and bias, social desirability bias disappears, model bias is confronted, multi-media measurement is attained and, potentially, page and ad-specific views are delivered - all on a timely basis. The research reported here presents documented test results of this important technology in a passive electronic print and cross-media measurement application.
ClarÃn, an Argentine daily newspaper, has the largest circulation within Spanish-speaking countries and is the world's eighth largest newspaper. As with newspapers worldwide, ClarÃn is experiencing readership declines among the younger audience segments. Because the younger generation is increasingly less interested in traditional newspapers, ClarÃn is poised to deliver news and information in new and different ways. The changes require a complete strategic development which will service the market over the next ten years. The client and agency implemented a working model integrating research into the corporate decision board and actively involving several areas of the company, research agency and a strategic consultant in a continuous process. This paper summarizes the structure of the working methodology for building a new editorial strategy to be used in both the short and long term.
This paper summarises the recent UK readership accumulation study conducted by NOP on behalf of NRS Ltd. Given the increase in time-based press planning, there has been an increasing demand for up-to-date information on the rate at which average issue readership accumulates. That demand has now been met in the United Kingdom by NRS Ltd and, prior to that in the United States, by a MRI study conducted in the late 1990s. This paper outlines the methodology employed and the modeling work that was undertaken to generate UK accumulation curves. The rates of accumulation are illustrated for each of the major UK newspaper and magazine genres and the results contrasted with those emerging from the US study. We believe that the findings from the UK and US studies will contribute significantly to the worldwide debate on readership accumulation issues.
Taking the guesswork out of advertising audience measurements has been the wish of advertisers, media buyers and newspaper executives for many years. Most of the time the measurements have been conducted on a street-based or telephone based interview, with high cost and a small number of ads. The use of the internet as a tool for collecting data on newspaper ad readership is a new development, showing good and stable results and giving insight into newspaper advertising readership that has never before been shown. Some of the results from a year long study of advertising readership in Sweden confirm the conventional thinking, while others are new and challenging - and most certainly will shed new light on the development of more effective ads and a more effective pricing structure. This paper shows the aggregated readership data for more than 160000 individual advertising observations over the years 2001 to 2003. The paper shows some results of newspaper advertising observation after age, color, placement in newspaper, editorial environment, left hand page/right hand page, and advertisement size.
This paper examines new developments in readership analysis and explores an innovative solution to the issue of managing the accumulation of print audiences in the Dutch market. The authors present ways to work within the paradigm of traditional research, but through analysis, help make print a more actionable and more precisely controlled medium in a channel planning age.
Millward Brown IntelliQuest has performed a controlled experiment comparing web-based versions of its annual syndicated media study, the CIMSTM Home Technology Influencer and Business Technology Influencer surveys, with the paper versions currently in use. This study found that the web-based versions produced media measures highly correlated with the paper-based versions. However, web measures were higher on average for readership audience estimates and lower on average for viewership audience estimates. Response rates were lower among web-based consumer respondents, but higher among web-based business respondents.
The Involvement Index, presented at WAM 2002, has been embraced as a breakthrough, enabling qualitative data to be effectively incorporated into the planning and buying process and sparking debate over the best ingredients for the Index, along with lingering questions as to the quantifiable impact of reader involvement on ad recall. An Involvement Alliance of magazines led by Reader' Digest sponsored a research project led by Knowledge Networks with the objective of determining the extent to which the MRI involvement measures are related to recall of actual ads. Pilot study results suggest that there are significant links between the MRI qualitative measures and magazine ad effectiveness. The most significant correlations to advertising recall based on the extension analysis were time spent reading; place(s) of reading; and page exposure. The purpose of this paper is to provide the pilot test results and analysis of the methodology as well as indications for the main study.
This paper concerns the planning, execution and communication of the results of Turkeyâs first âindustryâ readership survey. Three sets of problems needed to be resolved. First, Turkish media competition is intense, particularly amongst the principal publishers, and success could only be achieved through a newly-established joint industry committee and subsequent negotiation publisher by publisher. Second, major technical obstacles had to be overcome, as in the lack of sampling frames or of trained interviewers. Third, there was low awareness of the type of data to be produced, of their interpretation and of suitable data delivery software.