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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.
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.
Does recall-based audience measurement truly represent the audiences of speech stations?
Kelvin MacKenzie, ESOMAR, Radio Audience Measurement, LA, June 2003
The subject of this paper is the launch of the first-ever national survey using electronic measurement of radio audiences in the United Kingdom.
The subject of this paper is the launch of the first-ever national survey using electronic measurement of radio audiences in the United Kingdom. All over the world, the research community is discussing the impact of electronic measurement on the radio market. The Wireless Group will share its experiences with the research community by giving an insight into the results of two research projects and an update on the launch of a survey conducted by GfK Media of national radio stations in March.
Is there still a place for non–electronic measurement?
Andrzej Matuszynski, Zbigniew Sawinski and Marcin Kujawski, ESOMAR, Wordwide Radio Conference, Athens, June 2001, pp. 87-103
This paper focuses on two aspects of the radio measurement problem: the environment in which the study is carried out and the characteristics of the methodologies developed and tested by researchers in Poland and elsewhere.
This paper focuses on two aspects of the radio measurement problem: the environment in which the study is carried out and the characteristics of the methodologies developed and tested by researchers in Poland and elsewhere. In the first part of the paper, the market is described in terms of population size and density, recent history of the radio market and the size and structure of advertising expenditures in Poland. The available techniques of radio audience measurement are also examined within this context. The second part of the paper presents key findings of comparisons between different methods of data collection and their possible impact on the competitive position of radio among other media.
Raising diary response among young people
Marion Appel, ESOMAR, Wordwide Radio Conference, Athens, June 2001, pp. 103-115
Response rates are among the hottest topics in the research industry. Panel research, in particular, is directly confronted with the effects of declining response rates.
Response rates are among the hottest topics in the research industry. Panel research, in particular, is directly confronted with the effects of declining response rates. In the Netherlands, one of the hardest groups to get co-operation from is young people. This paper focuses on attempts to raise response rates of diary research among groups aged 18 - 29 years. It presents results of a number of tests performed in the Dutch radio diary panel. This paper analyses the relevant factors influencing response rates and the effect of motivational calls during the fieldwork period, reminder cards, and specific incentives. The possibilities of an interesting innovation, the e-Diary, are discussed.
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