Published on March 12, 2014
Joan Warner – CEO of Commercial Radio Australia New Enhanced Radio Audience Measurement
Australian Radio - Healthy and Popular Source: Nielsen Radio Ratings Survey #, 1-8 2013. Total People 10+ Mon-Sun Mid to Mid. Australians spend around 19hours per week listening to radio 80% (16 hours per week) is to commercial radio Over 7 million people listen to commercial metro breakfast radio Commercial radio metropolitan ad revenue for financial year ending June 2013 was up 0.41% in tough economic times Australian radio broadcasters use all devices and broadcast content across all delivery platforms
Future Proofing Audience Measurement Australia has a robust world class audience measurement system – surveying 60,000 people a year in eight surveys a year Research is a valuable tool to sell air time. Advertisers want reliable & consistent radio audience measurement GfK newly appointed Australian radio audience provider – first change in 66 years extensive experience in Europe
GfK RAM and Service Enhancements from 2014 NEW: E–Diary – Smartphone, Tablet and PC NEW: Fieldwork Enhancements and Automation NEW: Radio Audience Insights NEW: Industry Service and Training
New Radio Audience Insights Through AudienScope • Consisting of a minimum of 5,000 respondents per year, with quarterly reporting. • Investigate specific radio topics, e.g., drivers and barriers to DAB+ adoption, internet radio consumption, platform usage trends, the role of radio in people’s lifestyle. • Provide the industry with fresh ongoing stories to promote radio. • Include mobile app insights via All In Media. • Be contextualised and anchored to the RAM. • Continue for the entire life of the RAM contract.
• As well as enhancements to the RAM system , CRA has opened up the Radio Analysis Software Market with five providers – L+J, Telmar, Total Exact Solutions, Roy Morgan and GfK. • Any Gold Standard certified software is permitted to use survey data from 1 January 2014. • This will allow subscribers to the survey data, such as agencies and networks, to have a choice of software that meets specific requirements. • 10 years historical data for metro surveys and 5 years for Gold Coast, Canberra and Newcastle for subscribers to those surveys Gold Standard Opening up the Radio Analysis Software Market
7© GfK 2013 | National Radio Roadshow RADIO RATINGS UPDATE
8© GfK 2013 | National Radio Roadshow • Future-proofing radio audience measurement • Survey reporting and software • A new research paradigm for audience measurement Agenda
9© GfK 2013 | National Radio Roadshow Future-proofing radio audience measurement
10© GfK 2013 | National Radio Roadshow
11© GfK 2013 | National Radio Roadshow
12© GfK 2013 | National Radio Roadshow Multi-mode methodology Recruitment Data Collection
13© GfK 2013 | National Radio Roadshow 80% The diary 7 days of listening 24 hours per day Quarter hour ratings Place of listening Mode of listening Lifestyle questionnaire 20%
14© GfK 2013 | National Radio Roadshow Bringing technology into the field • CAPI tablets to collect the demographic information at the door • Live management of fieldwork • Better data quality through automated data entry and validity checks • Automated survey routing
15© GfK 2013 | National Radio Roadshow Door-to-door pilot study Objectives • Dynamic recruitment trial, using tablet PCs • Assess smaller paper diary format • Estimate e-diary preference (acceptance and completion) Approach • 25% of the standard sample size • Sydney and Adelaide markets • Parallel with Survey 5 Results • Faster field adjustments • No data entry of demographics • A4 had fewer respondent errors and faster processing • A5 produced slight drop in TSL • Combined e-diary acceptance and completion was 24%
16© GfK 2013 | National Radio Roadshow Online pilot study Objectives • Compare response and completion with 2012 pilot • Test online lifestyle questionnaire • Assess ratings data using a 20% e-diary blend Approach • 20% of the standard sample size • Sydney, Melbourne, Brisbane, Adelaide, Perth • Parallel with Survey 5 Results • Response and completion rates comparable to 2012 pilot • Over 90% lifestyle completion rates in all markets • All key ratings (share, cume, TSL, rank) were stable
17© GfK 2013 | National Radio Roadshow 2014 survey methodology
18© GfK 2013 | National Radio Roadshow − 80% of sample, personally placed − 4 attempts to make contact − One person per home (10+) − Birthday selection with 10-24 quota − Mid-week and end of week reminder calls − $1,000 incentive − Personally collected and checked at door Recruiting the paper diary respondents
19© GfK 2013 | National Radio Roadshow Placing the paper diary in Sydney Geographic Regions Statistical Areas North 25.5% West 25.5% S West 18% South 14.1% Central/Inner West 16.9% Interviewing Areas
20© GfK 2013 | National Radio Roadshow − 20% of sample recruited via panels − Placement by postcode in line with ABS population dispersion − Age/Gender quotas − One person per home (10+) − Individual panel incentive − Daily checking of compliance Recruiting the online diary respondents
21© GfK 2013 | National Radio Roadshow • In survey for 41 weeks of the year with 8 releases • Minimum sample size − Sydney and Melbourne – 2,400 − Brisbane – 2,000 − Adelaide – 1,750 − Perth – 1,850 • Survey 1 will be a 6-week new sample • Survey 1 scheduled for Tuesday, 11 March 2014 survey schedule
22© GfK 2013 | National Radio Roadshow • Lifestyle information about listeners will be available from Survey 1 Insights into your listeners
23© GfK 2013 | National Radio Roadshow Survey reporting and software
24© GfK 2013 | National Radio Roadshow GfK radio ratings on the go! • Your survey data will be available on your smartphone, tablet, or computer • Share, Averages, Cumes and TSL for all the standard age groups and dayparts
25© GfK 2013 | National Radio Roadshow The GfK Australia radio website • The Radio Ratings will have a dedicated page on the GfK website • Links to… − 2014 Tool Kit − Radio Maps − 2014 Survey Calendar − 2014 GfK Training Schedule − + more • Radio Ratings Snapshots; available for non subscribers providing access to top line information
26© GfK 2013 | National Radio Roadshow A new research paradigm for audience measurement
27© GfK 2013 | National Radio Roadshow Moving from data to insights RESEARCH AGENCY CLIENT
28© GfK 2013 | National Radio Roadshow Quarterly reporting 5,000 respondents per year • Content preferences • Station loyalty • DAB+ adoption triggers • The role of radio in lifestyle • App usage • Preferred characteristics of presenters • Other media consumption • Profiled by demographics, consumption, platform, location, session, device, headphones Take a closer look at the ratings with AudienScope
29© GfK 2013 | National Radio Roadshow Word-of-mouth is the most influential factor for DAB+ adoption
30© GfK 2013 | National Radio Roadshow Having a DAB+ tuner in the car is especially important to people aged under 40
31© GfK 2013 | National Radio Roadshow The most popular place for headphone radio listening is at home
32© GfK 2013 | National Radio Roadshow Advertisements are experienced in their entirety on radio much more than digital, print, outdoor, or cinema
33© GfK 2013 | National Radio Roadshow FINAL PARTING THOUGHT … HOW MANY RADIO-CAPABLE DEVICES WERE SOLD IN 2013?
34© GfK 2013 | National Radio Roadshow 9,821,633 (up 10%)
35© GfK 2013 | National Radio Roadshow Thank You
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