Oplagerapportage HOI-NOM 2015
Measuring the total audience of magazine brands across platforms From measuring print towards measuring reading
Not magazines, but brands • Publishers are nowadays delivering their content on different platforms, not only on paper. • They ask providers of audience data to report audiences of their total footprint, not only readership of paper editions. • Different countries are looking for different solutions - there is no universally accepted solution yet; cultural differences and differences in audience research and media planning traditions play an important role.
2
What is the goal? • Overall there are two possible goals: – Promotion of brands / magazines – Mediaplanning
Promotion: – Example: USA, MPA 360° – Adding audiences of different platforms, gross audience, no overlap, not suitable for mediaplanning
Mediaplanning: – European countries (France, Belgium, The Netherlands etc.) – 2 possible approaches: • All channels are measured in readership survey, single source • Fusion of different audience surveys
– Gross and net audience (overlap), suitable for mediaplanning
3
From measuring print towards measuring reading • In 2014 NOM (Joint Industry Committee for national readership survey in The Netherlands) has changed the scope of its measurement from readership of printed editions of newspapers and magazines into measuring total readership of newspaper and magazine brands. print – radio - tv
reading – listening - viewing
4
Goal: mediaplanning of magazine brands NOM chose a combination of approaches: – Fusion of audience surveys for print and digital
– Backed up by single source measurement in the national readership survey
5
Total readership – data sources • Fusion of print and internet audience surveys • Which data sources are available:
Off-line product
A Survey, panel data
Digital product
B
Readership paper editions
Readership digital products
NOM Print Monitor
DDMM, NOBO
PEOPLE
Problem: small brands • Problem with measuring small brands reliably in panels of internet audience surveys (DDMM, NOBO) • Future problems in readership surveys – smaller samples (cost reduction) • Additional data sources are necessary • Census data (circulation) can be obtained for big and small brands – this can be used to fill the gaps of audience surveys Off-line product
Digital product
C Census data, counts
D
Census paper (circulation)
Census digital (circulation)
NOM (HOI)
NOM (HOI)
COPIES / DEVICES
7
Design: readership data backed up with census data Digital product
A
B
Readership paper editions
Readership digital products
PEOPLE
Type of information
survey, panel
Off-line product
C Census data, counts
Census paper (circulation)
D Census digital (circulation)
COPIES / DEVICES
Step 1: single source information in the readership survey, preparing for fusion
9
Preparing for fusion with digital data • Step 1: introduce suitable hooks in the readership survey: questions on digital reading • At the same time we obtain single source information about total audience in the national readership survey Off-line product
A Survey, panel data
Digital product
B
Readership paper editions
Readership digital products
NOM Print Monitor
DDMM, NOBO
PEOPLE
Totaal audience in NOM Print Monitor • Since 2012 questions about reading on digital platforms in Nom Print Monitor (aggregated level) • Since January 2014 detailed questions about reading on digital platforms for 10 magazine and 10 newspaper brands – Voetbal International, Viva, Elsevier, Libelle, Autoweek, Donald Duck, Margriet, Quest, LINDA, National Geographic
• Since January 2015 new design of the survey: filter question for paper / digital reading for all the brands
11
Some results: reading magazines on different platforms %
90
83,6
80 70 60 50 40 30 20
11,4 10
5
9,1
0
Op papier
NPM 2014-I/2014-II
Op computer
Op smartphone
Op tablet
12
Growing penetration of digital reading of magazines 16 13,5
14
12,9
12 10
11,2 11,3 9,8 9,6 8,8
9,2
7,9
8
7,2
6
5,3 4,5 4,6 4,6
4,2
4
3
2,6 1,8
2 0 Computer
Smartphone 2012-I
2012-II
2013-I
2013-II
Tablet 2014-I
2014-II
13
Total reading of brands
Brand
Readersh. paper
Readersh. digital
Overlap
Gross brand
Net brand
Brand A
17,8 %
5,7 %
4,6 %
23,5 %
18,6 %
Brand B
13,1 %
1,2 %
0,8 %
14,3 %
13,5 %
Brand C
12,2 %
2,5 %
1,8 %
14,7 %
12,9 %
Brand D
32,6 %
2,5 %
2,2 %
35,1 %
33,0 %
Brand E
15,1 %
3,9 %
2,9 %
19,0 %
16,1%
Readership = read in the past 12 months NPM 2014-I/2014-II
14
Total reading of brands Netto reach, exclusive reach, overlap
%
35
33,0 %
30 25 20
18,6%
excl digital 16,1 % 13,5%
15
12,9%
overlap excl paper
10 5 0 Brand A NPM 2014-I/2014-II
Brand B
Brand C
Brand D
Brand E 15
New design NOM Print Monitor 2015 Respondent selection / verification Platform filter Total readership paper and digital
Total readership paper
SIR (readership) paper editions Other variables paper editions Readership digital editions Other media Socio-demo variables
2015: Platform filter, explanation
2015: Platform filter for magazines
2015: total readership question
Version ‘paper only’
Version ‘paper and digital’
Readership of paper editions (SIR)
Readership of digital editions - explanation
Readership of digital editions
versions
platforms
frequency
Further steps • NOM Print Monitor is ready for fusion with internet audience data (hooks) • Internet audience measurement needs the same hooks • Data integration project: – How to use census data in order to improve / calibrate audience data – Fusion of readership data and internet audience data
• In the meantime NOM Print Monitor gives insight into reading of printed and digital editions of magazines and newspapers (single source, claimed behaviour)
Thank you! Questions: NOM, 020-8204434, [email protected]
Irena Petric
Not magazines, but brands • Publishers are nowadays delivering their content on different platforms, not only on paper. • They ask providers of audience data to report audiences of their total footprint, not only readership of paper editions. • Different countries are looking for different solutions - there is no universally accepted solution yet; cultural differences and differences in audience research and media planning traditions play an important role.
2
What is the goal? • Overall there are two possible goals: – Promotion of brands / magazines – Mediaplanning
Promotion: – Example: USA, MPA 360° – Adding audiences of different platforms, gross audience, no overlap, not suitable for mediaplanning
Mediaplanning: – European countries (France, Belgium, The Netherlands etc.) – 2 possible approaches: • All channels are measured in readership survey, single source • Fusion of different audience surveys
– Gross and net audience (overlap), suitable for mediaplanning
3
From measuring print towards measuring reading • In 2014 NOM (Joint Industry Committee for national readership survey in The Netherlands) has changed the scope of its measurement from readership of printed editions of newspapers and magazines into measuring total readership of newspaper and magazine brands. print – radio - tv
reading – listening - viewing
4
Goal: mediaplanning of magazine brands NOM chose a combination of approaches: – Fusion of audience surveys for print and digital
– Backed up by single source measurement in the national readership survey
5
Total readership – data sources • Fusion of print and internet audience surveys • Which data sources are available:
Off-line product
A Survey, panel data
Digital product
B
Readership paper editions
Readership digital products
NOM Print Monitor
DDMM, NOBO
PEOPLE
Problem: small brands • Problem with measuring small brands reliably in panels of internet audience surveys (DDMM, NOBO) • Future problems in readership surveys – smaller samples (cost reduction) • Additional data sources are necessary • Census data (circulation) can be obtained for big and small brands – this can be used to fill the gaps of audience surveys Off-line product
Digital product
C Census data, counts
D
Census paper (circulation)
Census digital (circulation)
NOM (HOI)
NOM (HOI)
COPIES / DEVICES
7
Design: readership data backed up with census data Digital product
A
B
Readership paper editions
Readership digital products
PEOPLE
Type of information
survey, panel
Off-line product
C Census data, counts
Census paper (circulation)
D Census digital (circulation)
COPIES / DEVICES
Step 1: single source information in the readership survey, preparing for fusion
9
Preparing for fusion with digital data • Step 1: introduce suitable hooks in the readership survey: questions on digital reading • At the same time we obtain single source information about total audience in the national readership survey Off-line product
A Survey, panel data
Digital product
B
Readership paper editions
Readership digital products
NOM Print Monitor
DDMM, NOBO
PEOPLE
Totaal audience in NOM Print Monitor • Since 2012 questions about reading on digital platforms in Nom Print Monitor (aggregated level) • Since January 2014 detailed questions about reading on digital platforms for 10 magazine and 10 newspaper brands – Voetbal International, Viva, Elsevier, Libelle, Autoweek, Donald Duck, Margriet, Quest, LINDA, National Geographic
• Since January 2015 new design of the survey: filter question for paper / digital reading for all the brands
11
Some results: reading magazines on different platforms %
90
83,6
80 70 60 50 40 30 20
11,4 10
5
9,1
0
Op papier
NPM 2014-I/2014-II
Op computer
Op smartphone
Op tablet
12
Growing penetration of digital reading of magazines 16 13,5
14
12,9
12 10
11,2 11,3 9,8 9,6 8,8
9,2
7,9
8
7,2
6
5,3 4,5 4,6 4,6
4,2
4
3
2,6 1,8
2 0 Computer
Smartphone 2012-I
2012-II
2013-I
2013-II
Tablet 2014-I
2014-II
13
Total reading of brands
Brand
Readersh. paper
Readersh. digital
Overlap
Gross brand
Net brand
Brand A
17,8 %
5,7 %
4,6 %
23,5 %
18,6 %
Brand B
13,1 %
1,2 %
0,8 %
14,3 %
13,5 %
Brand C
12,2 %
2,5 %
1,8 %
14,7 %
12,9 %
Brand D
32,6 %
2,5 %
2,2 %
35,1 %
33,0 %
Brand E
15,1 %
3,9 %
2,9 %
19,0 %
16,1%
Readership = read in the past 12 months NPM 2014-I/2014-II
14
Total reading of brands Netto reach, exclusive reach, overlap
%
35
33,0 %
30 25 20
18,6%
excl digital 16,1 % 13,5%
15
12,9%
overlap excl paper
10 5 0 Brand A NPM 2014-I/2014-II
Brand B
Brand C
Brand D
Brand E 15
New design NOM Print Monitor 2015 Respondent selection / verification Platform filter Total readership paper and digital
Total readership paper
SIR (readership) paper editions Other variables paper editions Readership digital editions Other media Socio-demo variables
2015: Platform filter, explanation
2015: Platform filter for magazines
2015: total readership question
Version ‘paper only’
Version ‘paper and digital’
Readership of paper editions (SIR)
Readership of digital editions - explanation
Readership of digital editions
versions
platforms
frequency
Further steps • NOM Print Monitor is ready for fusion with internet audience data (hooks) • Internet audience measurement needs the same hooks • Data integration project: – How to use census data in order to improve / calibrate audience data – Fusion of readership data and internet audience data
• In the meantime NOM Print Monitor gives insight into reading of printed and digital editions of magazines and newspapers (single source, claimed behaviour)
Thank you! Questions: NOM, 020-8204434, [email protected]
Irena Petric
