What is happening in readership research? Jennie Beck. AIMC. November 2015

Transcription

1 What is happening in readership research? Jennie Beck. AIMC. November

2 Three questions What is happening in publishing? What does this mean for audience measurement? Where are we with readership research?

3 What is happening in publishing?

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5 Journalism

6 Reach Global daily print newspaper circulation Paid and free Source: 2015 WAN-IFRA World Press Trends 2.7 billion print newspaper readers 770 Million Reading on desktop digital platforms 83% OF UK ADULTS READ NEWSPAERS ON ONE OR MORE PLATFORMS

7 Technology - and what it enables

8 Revenue the big news 2014 newspaper sources of revenue - global Print circulation Print advertising Digital advertising Digital circulation Source: 2015 WAN-IFRA World Press Trends

9 What does this mean for audience measurement? 07/01/2016 9

10 Measurement across platforms Providing a measurement, either directly or indirectly Programmes, editorial and advertising Measurement of media content across all platforms & all devices Unduplicated reach PLUS Networks, Channels, Stations, Publications, Websites, Apps etc. Video, Audio and Text Original devices TVs, radios, print plus PCs, mobiles, tablets, games consoles etc. 10

11 How do we do it? Two ways of delivering cross-platform/cross-device measurement Currency Extension Following the consumer to new platforms/devices Currency Expansion Increasing the value of the currency by linking it other data sources PeopleMeter VirtualMeter VM/Spring plug-in VM/Spring plug-in Single Source Data Big Data 11

12 Passive measurement options Pros and Cons Census Data Through tags/plug-ins on all participating websites, browsers, players, apps. Provides raw traffic data but no context. User Data Panel-based tracking of visits. Provides profile data (and means for calibrating to census). Two options. Cookies Panel members register all devices through panel portal and are served cookies for each device. Cookies recognised in census data. + Able to cover all devices including work devices + Higher acceptance/response But issues with cookie deletion And tagged sites only MORE RESILIENT Meters Panel members download software meters on to devices. + Tracks all internet use, including nontagged sites + More continuous data Not all devices (phones), platforms or locations Lower acceptance/respons e MORE SITES 1 2

13 Where are we with readership research? 07/01/

14 What has not changed The basics Recency as a basis for AIR Screening/filter/hurdle read or looked at a copy for at least 2 minutes Fear Of irrelevance Of lowest common denominator But also of change 1 4

15 What has changed - the language OUT Print Media Newspaper Title/publication Survey IN Published Media Newsbrand Brand Measurement System Reader 1 5

16 What has changed data collection Some of the latest developments (in Kantar) Mixed mode data collection Nine of our services use a mix of data collection methodologies and this is a growing phenomenon. Move to online data collection Six services collecting all or part of the data online. With robust recruitment, and sometimes interviewer assisted New efficiency measures Deploying modelling and panelisation techniques to make budgets stretch further 16

17 Currency extension for Print & Digital Questionnaire stretching to new platforms/devices 17

18 Brand first (all platforms, all devices by brand) Canada (Vividata) Detailed description of all access possibilities Any reading by brand Recency and platform by brand. Frequency by platform by brand. Device used by brand Have you read or looked into this publication in the past year. That is...any printed issue or digital content accessed through the website or other content posted through apps, on other websites, social media or e-newsletters? When LAST read, looked into, or accessed any online content for this publication Time Period 1 Time Period 2 Longer Ago Never Any Printed Issue Any Digital Issue (Looks Like A Magazine) Magazine Website Other Digital Content Posted Through Apps, On Other Websites, Social Media Websites, e- Newsletters

19 From currency extension to currency expansion Most markets now moving towards a brand first approach But the digital offer is increasingly complex, and increasingly difficult to accommodate in a readership questionnaire The more complex it is, the less the reader is able to answer accurately So the replacement of recall data with passive measurement of digital reading is the only reliable and comprehensive route forwards 19

20 Census Measurement Tagged print websites, mobile sites and apps measured (IAM currency or Kantar-tagged). A new readership model? Panel Measurement Single source online panel registers all devices used to consume print in digital forms. Cookies served for each device and recognised in Census Data Total Print and Digital Audience Database Released daily Digital Currency Panel calibrated to census on a daily basis, to create complete digital currency for print delivering audience reach and profile for all platforms and devices. Published daily. FUSION NRS Currency Print currency as now. With single source generic platfrm/device data to aid fusion with Digital Currency Programmatic Trading System For real-time bidding? 20

21 What is happening in readership research? Jennie Beck. AIMC. November