Ingvar Sandvik 089. The new Norwegian NRS: From AIR to Extended Currencies

Size: px

Start display at page:

Download "Ingvar Sandvik 089. The new Norwegian NRS: From AIR to Extended Currencies"

Thomas Martin
6 years ago
Views:

1 Ingvar Sandvik 089 The new Norwegian NRS: From AIR to Extended Currencies

2 will focus on the main challenging ambition from the tender for the new NRS in Norway, and how the solution for the challenge will become reality from 2010: Extended currencies for newspapers

3 Introduction to the Norwegian NRS A part of the Consumer & Media multimedia survey Pure Recent Reading for establishing readership figures Measuring both paper and online titles

4 % Cross publication daily reach VG (total) VG Paper VG Online Source: Consumer & Media. (% reach)

Increased sample size From 2010 the sample size will increase from 30.000 to 45.

5 Increased sample size From 2010 the sample size will increase from to interviews a year An ambition to increase the sample size to from 2013 Larger sample sizes pave the way for more frequent reporting

buying media on exposure alone,and want to buy media

7 Opinions A desire for passive electronic measurements rather than interview based surveys We are tired of buying media on exposure alone,and want to buy media based on effects (ROI) Norwegian Federation of Advertisers (ANFO)

8 The simple model is media deliver consumers, ads produce response. That hasn t changed. Erwin Ephron

9 Media Exposure Consumer response The Media Effect Pyramid Sales Advertising response Advertising persuasion Advertising communication Advertising attentiveness Advertiser Responsibility Advertising exposure Vehicle exposure Vehicle distribution Media Responsibility Note: Derived from the ARF s New Media Model

.. Arne Inge Christophersen, Managing Director of IUM and Chairman of MIO The current

10 More opinions Newspaper currency are dinosaurs compared to those of other media ---- I need figures that reveal something about reading of different editorial content... Arne Inge Christophersen, Managing Director of IUM and Chairman of MIO The current reach figures (OTS) are obsolete, and create unrealistic expectations Rune Danielsen, former Director Mindshare

11 The Challenge Ok Ok Newspaper Currency (CATI - PRR) Ok Ok Ok TV Currency (TV meter) Ok Ok Ok Radio Currency (PPM)

12 Closing the gap Sales New currency measure Advertising response Advertising persuasion Advertising communication AIR adjusted with thoroughness of reading AIR Advertising attentiveness Advertising exposure Vehicle exposure Vehicle distribution

13 The Challenging ambition from the tender To raise the newspaper currency from level two to level three of the Media Effect Pyramid

14 Two paths to an extended currency

average score 81 80 82 78 80 79 76 78 81 77 82 77 82 82 84 83 82 72 81 76 73 80

15 Newspaper Titles Average page traffic scores - from a 2001 study among 28 local newspapers a b c d e f g h ij k l m np q rs u v w x y z æ Total Average t 78% average score % of editorial pages read (= Average Page Traffic)

16 Page Traffic as currency study conducted through CAWI Average Page Traffic per page Average Page Traffic per spread 73% 81% Pages Spread

17 Reading of content categories 99% Front 92% News 84% Culture 71% Sports 53% 55% Classifieds 78% Personal 82% Commentary/ debate 97% 63% Last page TV/Radio Advertising (full pages)

18 Readership Engagement Score When you read the print edition of..., approximately how much of the newspaper do you usually read or look at? Everything/nearly everything About 3/4 About half About 1/4 Almost nothing Nothing Don t know

19 Amount of newspaper read across newspaper groups 83 % 83 % 84 % 76 % 76 % 71 % Local (Large) Local (Medium) Local (Small) National/ Tabloid Regional Business/ Niche

Pros & Cons Pros: Page Traffic Pros: Readership Engagement Score Generally accepted Real review Provides reading of content Cons: High costs Outside the NRS Impossible for all 160 titles Main

20 Pros & Cons Pros: Page Traffic Pros: Readership Engagement Score Generally accepted Real review Provides reading of content Cons: High costs Outside the NRS Impossible for all 160 titles Main Challenge: How to implement results for each newspaper title High costs Simple at low costs Variation over time Full flexibility Cons: No reading of content Only a simple devaluation Acceptance? Main Challenge: How to obtain information about reading habits of content categories

23 Double practise - modelled scores Readership Amount of reading (RES ) Claimed reading habits News Sport etc... Observed reading Page Traffic Average News Sport etc... 92% 71% 81% Readership Amount 81% of reading (RES ) Claimed reading habits News Sport etc... Calculating Content Exposure Probability (CEP) News Sport etc... 92% 71%

24 Claimed reading habits High correlation between claimed and observed reading Observed reading (Page Traffic) News 0,66 Sports 0,86 News Sports Culture Debate/ Commentary Culture 0,46 Debate/ Commentary 0,67 TV & radio TV & radio 0,65 Personal etc. Personal etc 0,69

26 Advertising case - one brand two creative solutions Recognition 0 Ad 1 Ad 2

27 Beyond Ad Recognition Recognition only Involved Motivated Total Involved (31 & 33) Ad 1 Ad 2

Advertising exposure (PT = CEP = 0,81) 81% 81% Vehicle

28 A more complete picture Sales Advertising response 16% MOTIVATION 20% 31% 33% INVOLVEMENT 62% 52% RECOGNITION Advertising exposure (PT = CEP = 0,81) 81% 81% Vehicle exposure (AIR = 100%) 100% 100% Vehicle distribution

29 A clients spontaneous reaction I am quite simply impressed and delighted Helle Thorkildsen, Director, Aegis Media Norway

IMPLEMENTING EXTENDED CURRENCIES AND RETHINKING THE CURRENT PRINT PRICE MODELS

IMPLEMENTING EXTENDED CURRENCIES AND RETHINKING THE CURRENT PRINT PRICE MODELS Ingvar Sandvik, TNS Gallup Helge Holbæk-Hanssen, Norwegian Media Businesses Association Tore Østnes, TNS Gallup Knut-Arne