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Breast Cancer Awareness by BFM: BFM-Any Time
Warc Prize for Asian Strategy, Entrant, 2012
During Malaysia's Breast Cancer Awareness Month, BFM, a business radio station, wanted to offer its support in a way that would reach listeners who tend ignore awareness messages.
During Malaysia's Breast Cancer Awareness Month, BFM, a business radio station, wanted to offer its support in a way that would reach listeners who tend ignore awareness messages. Since breast cancer can strike without warning, the campaign inserted its awareness messages as an unexpected interruption to regular programming, seamlessly delivered by newscasters and programme hosts themselves, and read with exactly the same style of delivery as the news, daily updates and business coaching segments they were presenting. As part of a larger nationwide program, BFM's efforts contributed much to the surge of site visitors to www.cancer.org.my looking for information on breast cancer, and total searches for breast cancer increased along the Klang Valley, the footprint for BFM.
From media research to people research? UK audience measurement in 2010
James Aitchison, Event Reports, MRG Annual, December 2009
At the Media Research Group's 2009 annual conference, a series of 'industry update' sessions from various UK audience research bodies outlined their respective priorities, challenges and innovations for 2010.
At the Media Research Group's 2009 annual conference, a series of 'industry update' sessions from various UK audience research bodies outlined their respective priorities, challenges and innovations for 2010. This article summarises those sessions, given by BARB (TV), which is launching a new panel; RAJAR (radio), which is experimenting with online diaries; UKOM (online), which is launching an online planning currency; Postar (outdoor), which is introducing a GPS-driven travel survey; the NRS (print), which is looking to extent readership measurement to non-print sources; and the IPA's Touchpoints survey, which is now considering how to measure word of mouth.
Today’s total audio entertainment environment: how do consumers perceive their options?
Barbara C. O’Hare and Fred Jacobs, ESOMAR, Worldwide Multi Media Measurement (WM3), Dublin, June 2007
This paper addresses the key issue of how consumers, particularly young adults, perceive new audio entertainment options.
This paper addresses the key issue of how consumers, particularly young adults, perceive new audio entertainment options. It provides insight into how listeners choose their entertainment sources, the language they use to describe these choices, and how media measurement needs to adjust to accommodate these changes. Findings of a set of young adult focus groups and in-home ethnographic interviews are reviewed and results of a field experiment testing revision to the Arbitron radio diary to capture new audio sources are reported.
Accountability of Audience Measurement - an ARF Survey of Industry Concerns Regarding Media Measurement Services
Canadian Advertising Research Foundation, September 2005
This paper looks at the key measurement issues currently facing a variety of different sectors of the media (online, print, radio, video etc.).
This paper looks at the key measurement issues currently facing a variety of different sectors of the media (online, print, radio, video etc.). Based on the analysis of the top three issues said to be facing each sector, it is argued that there is a reasonable degree of similarity in the challenges perceived to be facing the different formats as the world of media changes. This paper looks at these issues, and also at some of the ways in which they may be dealt with in the future.
Diaries for digital delivery
John Stockley and Tim Farmer, ESOMAR, Radio Conference, Montreal, June 2005
The growth of digital platforms like satellite and cable TV, as well as the internet, has changed listening patterns in the United Kingdom.
The growth of digital platforms like satellite and cable TV, as well as the internet, has changed listening patterns in the United Kingdom. There has also been an increase in station choice with the launch of 20 national digital only services from the BBC and commercial radio. In addition, established national analogue stations simulcast with improved signals and local analogue services have extended into new areas. Electronic measurement, when widely available, may identify listening between platforms but in the meantime we must use established methodologies like diaries. The National Radio Survey is conducted by Ipsos Media on behalf of RAJAR and provides the “gold standard” measurement of radio audiences in the United Kingdom. The main survey does not measure audiences by platform, however, this paper shows how new complementary results were provided using re-contact or “return to sample” surveys. It describes the methodologies used for two recent projects and gives examples of results and differences between listening for three main platforms.
What does the consumer think? IRA - a media research tool understanding and programming radio
Fabio Mariano, ESOMAR, Radio Conference, Montreal, June 2005
Poorly used by advertisers in Brazil, radio is undergoing a period of rebirth in the United States and Europe.
Poorly used by advertisers in Brazil, radio is undergoing a period of rebirth in the United States and Europe. In Brazil some new research tools have appeared and the medium is going through a process of professionalization. This study examines radio under the light of the listener and presents a research tool that contributes to the understanding of the significance of this medium and its relationship with the consumer.
In-store radio. The sales implications of reach and frequency
Rob Wolf and Craig Gugel, ESOMAR, Radio Conference, Geneva, June 2004
The authors recently analyzed the local audience delivery patterns of a national television, magazine and IBN in-store radio buy in concert with a local broadcast radio schedule in 25 top Nielsen DMAs.
The authors recently analyzed the local audience delivery patterns of a national television, magazine and IBN in-store radio buy in concert with a local broadcast radio schedule in 25 top Nielsen DMAs. The purpose of the analysis was to identify the extent to which the exclusive reach added by the IBN component contributed to ROI by augmenting campaign reach in important sales volume areas. This paper briefly outlines some of the more significant changes that the retail grocery industry faces as the venue evolves into a retail 'advertainment' environment. It then highlights the impact of adding an IBN in-store radio schedule to two, three and four-media combination plans and provides rationale for how in-store media sales professionals can begin to break the planning barrier at major U.S. media agencies.
Radio’s unique contribution to the media mix according to PPM’s 'real' cross-media measurement
Beth Uyenco, Roberta M. McConochie and Kevin Killion, ESOMAR, Radio Conference, Geneva, June 2004
This investigation identifies the planning/selling situations where radio contributes substantially to the media mix.
This investigation identifies the planning/selling situations where radio contributes substantially to the media mix. “Real” unified cross-media information from Arbitron’s Portable People Meter (PPM) data provide the input and Stone House Systems’ analytics provide the optimization and duplication estimates. The output points to opportunities where radio can powerfully complement television to reach specific targets with a variety of communications plans. Results from Philadelphia (United States) show that radio can contribute over 20% of unique share to total reach over a range of targets and plan levels, both for condensed, simpler media plans and for diverse/dispersed plans. This investigation also shows that disparate databases and random estimation are no substitute for the real thing: near-passive, 'real' crossmedia information such as that provided by the Portable People Meter.
Nick North and Lex van Meurs, ESOMAR, Radio Conference, Geneva, June 2004
This paper reports on switching during radio advertising, based on analysis of GfK Media GB’s survey of radio listening and television viewing, commissioned by The Wireless Group using Radiocontrol audience measurement technology.
This paper reports on switching during radio advertising, based on analysis of GfK Media GB’s survey of radio listening and television viewing, commissioned by The Wireless Group using Radiocontrol audience measurement technology. Bringing the minute-by-minute audience research data collected by Radiocontrol together with commercial monitoring data creates an opportunity to improve our understanding of radio zapping; to quantify the relative likelihood to switch radio stations during commercial breaks; and to gauge the impact of switching on radio advertising delivery. Measuring both radio and television in a single survey produces comparisons between radio and TV zapping, and a report on cross-media switching.
Give us this day our daily effect
Karin Schut and John Faasse, ESOMAR, Radio Conference, Geneva, June 2004
This paper focuses on how radio reach builds up. When do our listeners start to recognise radio spots? After how many days of airing, after how many times of hearing? The results are based on a telephone survey among 3,889 radio listeners and show us the day-by-day reach of campaigns.
This paper focuses on how radio reach builds up. When do our listeners start to recognise radio spots? After how many days of airing, after how many times of hearing? The results are based on a telephone survey among 3,889 radio listeners and show us the day-by-day reach of campaigns. For each respondent, we calculated the number of times he or she heard the radio spot before the survey and related this to recognition of the campaign. In this way it was possible to calculate the ‘optimal’ frequency level of radio campaigns.
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