GALLUP Grunnlag for bedre beslutninger 1 Call for development of multiple methods in radio research:...

GALLUPGrunnlag for bedre beslutninger

1

Call for development of multiple methods in radio research: A review

http://www.gallup.no/menu/media

EMRO meeting 18 May 1999, Voss, Norway

Sissel Lund, Head of research at Norwegian Broadcasting Corporation: [email protected] Futsæter, Norsk Gallup Institutt A/S: [email protected]


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1. Introduction

No Joint Industry Committee in Norway.

The commercial participants have been absent until the beginning of the nineties.

NRK has always contributed to the development of radio and TV research in Norway in a close co-operation with different research organisations.


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2. A historical review of Radio Research in Norway

Radio Research will always reflect changes in the society and the growing demand for research due to:Media structureTechnological development Political and organisational developmentAltered demands from the mediaAltered demands from the commercial participants


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Radio research in Norway from 1953 to 1985

The first phase: 1953-1967 Employer/Supplier: NRK and Norsk Gallup Institutt AS Method: 8000 face to face interviews in 1953/1954 and 1961 Main goal: To obtain reliable listening data for channel and programs

The second phase: 1967-1977 NRK and the National bureau of statistics (SSB) 2000 face to face interviews yearly The seasonal variation of listening

The third phase: 1977-1985 NRK and the University of Oslo 2000 face to face interviews yearly. For each program title the respondent was asked

whether he or she had listened to the program or parts of it. Comparability from one year to another.


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Daily reach for radio channels 1969 - 1998. Weekdays

82

7674

71

7780

75 74 7375

7072

68 68 69 69 70

82

7674

71

77 76

5754

5148

42 41

35 36 37 37 37

2224

26 25

3027

21

3

912

16

24 2320

12 11 11 1113

6 6 5 5 6

12 12 12 11 11

4

2123 24 25 26

0

10

20

30

40

50

60

70

80

90

69 71 73 77 80 83 85 87 89 91 92 93 94 95 96 97 98

Source: FLERKANALSAMFUNNET. Fra monopol til mangfold. (Lundby & Futsæter 1993). Gallup Radio 1994-1998

Radio

P1

Gamle P2

Lokalradio

P4

Petre

P2

Precentage

Change of the Norwegian radiolandscape and call for new methods


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The fourth phase: 1985-1989 NRK and The National bureau of statistics 5000 interviews yearly gradually changed to telephone interviews The variation of listening from one year to another and comparability between

channels.

The fifth phase: 1989-1991 NRK and the private institute MMI. 37.000 telephone interviews yearly The variation of listening from one year to another and comparability between

channels also for local commercial stations and NRK’s District programs.


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Segmentation of the Norwegian radio market


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The sixth phase: 1991-1994 NRK/NRF and MMI. P4 integrated in

Consumer & Media from august 1993. 56000 telephone interviews yearly and

CATI was introduced The variation from week to week for

nation stations and reporting of NRKs district programs and local stations quarterly.

The seventh phase: 1994-2002 NRK/NRL/P4 and Gallup. 60000 CATI interviews yearly More data about the respondent, multi-

media analyses.

http://www.nrk.no/distrikt/


9 Source: Consumer & Media. Gallup PC 99/1 collected 1998, All days. precentageageage.

Multimedia analysis : Daily reach for NRK is 79%

NRK Text TV: 33%NRK Interactive:

1%

NRK TV: 61%NRK1: 59%NRKTO: 9%

NRK Radio: 46%P1: 35%P2: 6%

Petre: 11%Alltid KlassiskAlltid NyheterOther services


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Multimedia analysis for NRK’s Regional broadcasts

Only Radio 25%

Only TV 7%

Source: Consumer & Media 99/1. Weekdays. Week 34-50 1998.

NRK’s Regional broadcast have a total daily reach of 40%.

The daily reach for radio is 33%, and television 15%.

Double reach for TV and radio 8%.

Both8%


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Target group analysis based on audiences' interest

Norwegians range local news on top, followed by news flash and music.

This type of data is important for strategic planning of channels and programs as well as for advertisers with a definite aim to reach specific target groups.

13

17

20

33

34

38

44

53

57

37

0 25 50 75

Religious

Culture programs

Popular science

Long news

Sport

Nature programmes

Foreign news

Music

News flash

Local news

Procentage


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DAB and thematic channels

Interested in news52%

Interested in culture

17%

Interested in nature program 37%

Interested in sport

34%

Popular science20%


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3. Gallup’s Radio Concept

Radio PanelGallup Panel

Gallup Radio

TV

Consumer & MediaRadio - Past 30 days Frequency Daily

RadiobusPast 30 daysFrequencyDaily

NewspaperMagazine

DACinemaCatalogueBackground

Child surveysMusicEditorial conceptsProfile surveyLocal TVAdvertising testsListener satisfactionAd-hoc surveysBackground

Life-styleConsumer patternCapital goodsBrand namesGallup CompassDecisionChannel choice

Postal 14.000 per year

Two concepts with a total of60,000 interviews. Both on the single source principle

29,050 interviews per year carried out over 300 days in up to 8 calls

30,950 interviews per year carried out over 300 days in up to 8 calls

approx. 15,000 participants

The Norwegian radio structure calls for large and geographically stratified samples: 60.000 yearly, 200 intervju divided on 300 days.

Half of the data is connected to the multimedia concept Consumer & Media (C&M), and half in a separate Radiobus. With that, one can make multi media analysis in C&M, while one can add client specific surveys like spot tests in the separate Radiobus.


C a n y o u r e m e m b e r the fir s t tim e y ou lis te ne d to ...F o r h o w lo n g d id y o u lis te n to ...D id y o u lis te n to .. o the r tim e s ....

H e r e w e sur v e y lis te n in g o n a 5 m in u te le v el

D id y o u lis te n to ... y e s te r d ayb e tw e e n 0 6 .0 0 -0 8 .59

D id y o u lis te n to th e r ad io y e ste r d a y b e tw e en0 6 .0 0 -0 8 .5 9









L isten ed to th e rad io yesterd ay

T h e p ast 30 d ays

H ow m any of th e past 7 d ays d id you listen to ...

The questionnaire


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Reporting

Weekly electronic reports (http://www.gallup.no/clients1/radio/) Monthly Radio barometer Printed quarterly and annual reports Pulsar Radio RBP Telmar Radio RBP Telmar Radio/TV Gallup PC Consumer & Media


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CATI: 30.000 telephone interviews128 newspapers Yellow Pages/Catalogues Direct Mail64 radio stations Internet (60 el. titles) Demography 28 national TV channels 4 Text TV channels Geography

TGI 1: Postal questionnaire: 15.000 self completed questionnaires96 Magazines and 20 foreign TV channels with logosEditorial questions (interests for program )Attitudes, behaviour and lifestyle which form Gallup CompassCapital goods and households ownership

TGI 2: Postal questionnaire: 10.000 self completed questionnaires

Fast moving consumer goods - Branded goods

Possibilities to include specific questions.

The Consumer & Media Concept

Gallup PanelPossibility for diaries


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Radio in a multi-medialandscape

Source: Consumer & Media. 1998.

10

20

39

47

66

90

84

0 25 50 75 100

Internet

Prof. Mag.

Text TV

Magazines

Radio

TV

Newspapers

4

6

8

11

14

14

42

58

64

68

0 30 60 90

10. NRKTO TV

9. NRK P2

8. Internett

7. TV3

6. TVNorge

5. NRK Petre

4. P4

3. TV2

1. NRK1 TV

1. NRK P1

Minutes

Time in minutes Daily reach in %

Percentage


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P4 listeners are consumers of great interest

137133

125

100

150

Purchasing plans formob.phones

Purchasing plans formodem Games/lottery

Source: Consumer & Media

There is a 37% greater possibility to reach someone with purchasing plans for mobile telephones among those who listen to P4 (daily) compared to the rest of the population.Affinity index where the average is 100.


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Gallup’s Time Budget Survey :Location of the radio listeners

0

25

50

75

100

06:00

09:00

12:00

15:00

18:00

21:00

00:00

03:00

Other placesTravelWork/schoolHome

Source: Gallup’s Time Budget Study. EMRO paper1999:Time Budget Study and Qualitative Mediadata.)

Precentage


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Gallup’s Time Budget Survey : Location of P1 listeners

0

25

50

75

100

06:00

07:00

08:00

09:00

10:00

11:0

012:0

013:0

014:0

015:0

016:0

017:0

018:0

019:0

020:0

021:0

022:0

023:0

000:0

0

TravelCarWork/schoolHome


Precentage


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Gallup’s Time Budget Survey : Location of P4 listeners

0

25

50

75

100

06:00

07:00

08:00

09:00

10:00

11:0

012:0

013:0

014:0

015:0

016:0

017:0

018:0

019:0

020:0

021:0

022:0

023:0

000:0

0

TravelCarWork/schoolHome


Precentage


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4. The Future New methodological challenges

Fragmented media market Increase of syndicated services Cable and satellite media Development of DAB NRK Always Classical was established already in 1995, as the first totally digital

radio station in the world. NRK Always News, or Non-Stop News started broadcasting April 14th 1997. The

radio channel provides news around the hour in Norwegian all day, and rebroadcasts BBC World Service, in English, all night and the entire weekend.

Radio on the Internet (ref. Internet paper) Fusion of Radio and TV etc.

High proportion of early adapters to new technology in Norway


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Radiometer - the final solution?

Advantages Can follow the same respondent over several days. Gives more certain estimate for campaign planning tools like Telmar. Better detailed radio data.

Disadvantages No radiometer has been tested and found adequate at present. As of today there is no radiometer that has been used all around the world. Considerably more expensive than CATI and diary with the same number of interviews.

Not automatically multi-media analyses and target group indexes.


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Gallup's model for television audience measurement: A multiple set of measurements


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Future perspectives: Call for development of multiple methods in radio research

One method is not sufficient.

Large methodological challenges when it comes to co-operating different methods and figures.

It is necessary to have a close and continuous teamwork between media and institutes, and across borders.

GALLUP Grunnlag for bedre beslutninger 1 Call for development of multiple methods in radio research:...

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