Media cell - it works - asi 2012 radio symposium

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Media cell - it works - asi 2012 radio symposium

  1. 1. The 2012 European Radio SymposiumMediaCell : It works!7th November, 2012 @asi_radiotvanasiconference
  2. 2. 1Private & Confidential© Ipsos MORIMediaCell:It Works!asi Conference, Prague, November 2012
  3. 3. 2Private & Confidential© Ipsos MORIIpsos MediaCT Aims & Rationale for MediaCell:Audiences outside the homePotential advertising impactMedia engagementTime-shiftingAudiences by platform and across platforms
  4. 4. 3Private & Confidential© Ipsos MORIThe Concept
  5. 5. 4Private & Confidential© Ipsos MORIMediaCell : the conceptSoftware (not hardware)solution4Runs on Smartphones Uses real time signalencoding, capable ofdetection by the smartphoneon the person(audio matching could follow)
  6. 6. 5Private & Confidential© Ipsos MORITECHNOLOGY PARTICIPANTS MANAGEMENT & REPORTINGDevelopment of a “real time” echobased encoderEthnographic and qualitativeevaluation of smartphones inpeople’s livesDevelopment of handsetmanagement systemDevelopment of the decodingapplicationTesting and evaluating the provisionof smartphones to non-smartphoneusersDevelopment of panel managementsystemIndependent quality tests of theencoder (BBC Golden ears)Testing and evaluation ofrecruitment methodsDevelopment of compliancereporting toolsMigration of application to multiplemobile operating systemsTesting and optimisation ofincentive schemesDevelopment of panelcommunication systemLongitudinal testing of encodingdurability and quality in the fieldRemote installation of applicationvia text/sms/emailed linkDevelopment of data capture andproduction systemContinuous testing and “white-listing” of handsets for microphoneand battery life suitability.F2F installation and sim-cardswapping by existing Ipsos fieldforceIncorporation of published data intoclient facing reporting toolsThe work completed....
  7. 7. 6Private & Confidential© Ipsos MORIThe Reality
  8. 8. 7Private & Confidential© Ipsos MORISummary of the processRADIO & TVSTATION SERVERSAUDIOTRANSMISSIONRECEPTION &TRANSMISSIONDATA CENTRECOLLECTION,AGGREGATION,PROCESSINGRATINGSACCESSReal TimeEncoderInserted inbroadcast chainDecoderApplication onHandsetServerData analysisiMonitorIndependentmonitoring station
  9. 9. 8Private & Confidential© Ipsos MORIStatus
  10. 10. 9Private & Confidential© Ipsos MORISmartphone salesSources: FT Research; Gartner; Strategy Analytics; IHS iSuppliSum of latest four quarters, by operating system (million units)33711555 4214 12OTHERS
  11. 11. 10Private & Confidential© Ipsos MORIHandset statusSymbian 60AndroidBlackBerryiPhoneOther Platforms?WindowsMeeGoBrew MPCompleted
  12. 12. 11Private & Confidential© Ipsos MORIPanellist instructions: The Three Cs
  13. 13. 12Private & Confidential© Ipsos MORICompliance management
  14. 14. 13Private & Confidential© Ipsos MORILondon Panel
  15. 15. 14Private & Confidential© Ipsos MORIIpsos MediaCT London Panel: 65% SOVStations (at least) to provide 84% Weekly ReachFM DAB Web DSAT AM DTVBBC Radio 1 BBC Radio 2 BBC Radio 4  Absolute  Smooth  Capital   Heart   XFM    Classic FM   LBC    talkSPORT   Magic    Kiss    
  16. 16. 15Private & Confidential© Ipsos MORIIpsos MediaCT London Panel: 65% SOVField Test dates12 monthsIncentivesThe HandsetSample300+ (excludes 25% churn)ComplianceCATI compliance / courtesy /closure / exitRecruitmentF2F CAPIHandsetsNokia, BlackBerryAndroid iPhone
  17. 17. 16Private & Confidential© Ipsos MORIActive Weekly Active Sample vs. In Tab050100150200250300W120102W120109W120116W120123W120130W120206W120213W120220W120227W120305W120312W120319W120326W120402W120409W120416W120423W120430W120507W120514W120521W120528W120604W120611W120618W120625W120702W120709W120716W120723W120730W120806W120813W120820W120827W120903W120910In tab Active
  18. 18. 17Private & Confidential© Ipsos MORIActive engagement - weekday0%10%20%30%40%50%60%0:000:301:001:302:002:303:003:304:004:305:005:306:006:307:007:308:008:309:009:3010:0010:3011:0011:3012:0012:3013:0013:3014:0014:3015:0015:3016:0016:3017:0017:3018:0018:3019:0019:3020:0020:3021:0021:3022:0022:3023:0023:30w/c 5th March 2012 (n=209) w/c 2nd April 2012 (n=190) w/c 30th April 2012 (n=212)C:KeypressesA:Calls made/receivedB:Movement
  19. 19. 18Private & Confidential© Ipsos MORIMovement - weekday0%5%10%15%20%25%30%35%40%0:000:301:001:302:002:303:003:304:004:305:005:306:006:307:007:308:008:309:009:3010:0010:3011:0011:3012:0012:3013:0013:3014:0014:3015:0015:3016:0016:3017:0017:3018:0018:3019:0019:3020:0020:3021:0021:3022:0022:3023:0023:30w/c 5th March 2012 (n=209) w/c 2nd April 2012 (n=190) w/c 30th April 2012 (n=212)
  20. 20. 19Private & Confidential© Ipsos MORICharging weekday0%10%20%30%40%50%60%70%80%0:000:301:001:302:002:303:003:304:004:305:005:306:006:307:007:308:008:309:009:3010:0010:3011:0011:3012:0012:3013:0013:3014:0014:3015:0015:3016:0016:3017:0017:3018:0018:3019:0019:3020:0020:3021:0021:3022:0022:3023:0023:30w/c 5th March 2012 (n=209) w/c 2nd April 2012 (n=190) w/c 30th April 2012 (n=212)
  21. 21. 20Private & Confidential© Ipsos MORIWeighted Listening by Quarter Hour - Weekday02004006008001000120000.00-00.15am00.30-00.45am01.00-01.15am01.30-01.45am02.00-02.15am02.30-02.45am03.00-03.15am03.30-03.45am04.00-04.15am04.30-04.45am05.00-05.15am05.30-05.45am06.00-06.15am06.30-06.45am07.00-07.15am07.30-07.45am08.00-08.15am08.30-08.45am09.00-09.15am09.30-09.45am10.00-10.15am10.30-10.45am11.00-11.15am11.30-11.45am12.00-12.15pm12.30-12.45pm01.00-01.15pm01.30-01.45pm02.00-02.15pm02.30-02.45pm03.00-03.15pm03.30-03.45pm04.00-04.15pm04.30-04.45pm05.00-05.15pm05.30-05.45pm06.00-06.15pm06.30-06.45pm07.00-07.15pm07.30-07.45pm08.00-08.15pm08.30-08.45pm09.00-09.15pm09.30-09.45pm10.00-10.15pm10.30-10.45pm11.00-11.15pm11.30-11.45pmwc 6/2 7 Week Average
  22. 22. 21Private & Confidential© Ipsos MORIDaily Granularity – Reach Build By Day: All Radio Vs. Breakfast Time54.6%95.8%40.3%84.9%0%10%20%30%40%50%60%70%80%90%100%25/06/201226/06/201227/06/201228/06/201229/06/201230/06/201201/07/201202/07/201203/07/201204/07/201205/07/201206/07/201207/07/201208/07/201209/07/201210/07/201211/07/201212/07/201213/07/201214/07/201215/07/201216/07/201217/07/201218/07/201219/07/201220/07/201221/07/201222/07/2012All radio ReachBreakfast Reach
  23. 23. 22Private & Confidential© Ipsos MORIGranularity (Breakfast Reach): Impact On Major Events01020304050607080W120102W120109W120116W120123W120130W120206W120213W120220W120227W120305W120312W120319W120326W120402W120409W120416W120423W120430W120507W120514W120521W120528W120604W120611W120618W120625W120702W120709W120716W120723W120730W120806W120813W120820All radioBBCCommercialSchoolhalf termEaster MayBank HolidayBankHolidayDiamondJubileeMAY
  24. 24. 23Private & Confidential© Ipsos MORIAll Radio Breakfast Time Switching Over 3 Weeksw/c 14/7/2012 w/c 21/7/2012w/c 7/7/2012n = 88Listenersn = 73Listenersn = 15Non-listenersn = 68Listenersn = 5Non-listenersn = 10Listenersn = 5Non-listenersn = 16Non-listenersn = 9Non-listenersn = 7Listenersn =9Listenersn = 4Non-listenersn = 3Listenersn = 27Never listened
  25. 25. 24Private & Confidential© Ipsos MORI77%8.6%4 Week Station Loyalty: BBC Vs. Commercial100%0%58.7%15.9%6.3%COMMERCIAL100%0%19%1.4%12.9% 1 Week2 Weeks3 Weeks4 Weeks1 Week2 Weeks3 Weeks4 Weeks
  26. 26. 25Private & Confidential© Ipsos MORIItalian Panel
  27. 27. 26Private & Confidential© Ipsos MORIIpsos MediaCT Italian Panel:50% SOV (6 national + 14 local stations)Field Test dates6 (+ 12) monthsIncentivesThe Handset (or €10 permonth)Sample1,500ComplianceCATI compliance / courtesy /closure / exitRecruitmentF2F CAPIHandsetsNokia; BlackBerry;Android; iPhone
  28. 28. 27Private & Confidential© Ipsos MORIItaly – Daily In tab June 20120.010.020.030.040.050.060.070.080.090.0100.004-Jun05-Jun06-Jun07-Jun08-Jun09-Jun10-Jun11-Jun12-Jun13-Jun14-Jun15-Jun16-Jun17-Jun18-Jun19-Jun20-Jun21-Jun22-Jun23-Jun24-Jun25-Jun26-Jun27-Jun28-Jun29-Jun30-Jun01-Jul% DailyMax range 61.8 – 71.4
  29. 29. 28Private & Confidential© Ipsos MORIItaly – Active engagement June 201205,000,00010,000,00015,000,00020,000,00025,000,00030,000,00035,000,0000:000:301:001:302:002:303:003:304:004:305:005:306:006:307:007:308:008:309:009:3010:0010:3011:0011:3012:0012:3013:0013:3014:0014:3015:0015:3016:0016:3017:0017:3018:0018:3019:0019:3020:0020:3021:0021:3022:0022:3023:0023:30Weekday Weekend
  30. 30. 29Private & Confidential© Ipsos MORIItaly – motion only June 201205,000,00010,000,00015,000,00020,000,00025,000,00030,000,00035,000,0000:000:301:001:302:002:303:003:304:004:305:005:306:006:307:007:308:008:309:009:3010:0010:3011:0011:3012:0012:3013:0013:3014:0014:3015:0015:3016:0016:3017:0017:3018:0018:3019:0019:3020:0020:3021:0021:3022:0022:3023:0023:30Weekday Weekend
  31. 31. 30Private & Confidential© Ipsos MORIItaly – charging June 201202,000,0004,000,0006,000,0008,000,00010,000,00012,000,00014,000,00016,000,00018,000,00020,000,00022,000,0000:000:301:001:302:002:303:003:304:004:305:005:306:006:307:007:308:008:309:009:3010:0010:3011:0011:3012:0012:3013:0013:3014:0014:3015:0015:3016:0016:3017:0017:3018:0018:3019:0019:3020:0020:3021:0021:3022:0022:3023:0023:30Weekday Weekend
  32. 32. 31Private & Confidential© Ipsos MORIItaly – Weighted listening by quarter June 20120400,000800,0001,200,0001,600,0002,000,0002,400,0002,800,0003,200,0006:006:307:007:308:008:309:009:3010:0010:3011:0011:3012:0012:3013:0013:3014:0014:3015:0015:3016:0016:3017:0017:3018:0018:3019:0019:3020:0020:3021:0021:3022:0022:3023:0023:3000:0006:3007:001:302:002:303:003:304:004:305:005:30Weekday Weekend
  33. 33. 32Private & Confidential© Ipsos MORICommercial Deployment
  34. 34. 33Private & Confidential© Ipsos MORIMediaCell international deployment – 2012-13EUROPE• UK: RAJAR commissioned Year 2 of London Panel• Italy: Commercial deployment Q2 2012• France: Potential deployment of proprietary panels for Key stations• Norway: In Tender with decision due Q4 2012• Denmark: Market presentations Q4 2012Americas• Mexico: Product launchedQ2 and deploymentplanned Q4 2012Africa• Kenya: Trial & Launch Q3 2012Asia Pacific• Australia Tender for 2013• NZ Tender or 2013MENA• UAE: Product Launched Q1and Deployment planned Q4 2012• KSA: Product launch and deploymentQ1 2013
  35. 35. 34Private & Confidential© Ipsos MORIIn Conclusion
  36. 36. 35Private & Confidential© Ipsos MORIIn summary....Technology Mobile PhoneBackendSystems Research ResultsEncodingQuality+++++Installation &Performance+++++Natural Device +++++Compliance &Performance+++++Data Editing &Data Process+++++Documentation +++++Compliance +++++BreakfastListening+++++
  37. 37. 36Private & Confidential© Ipsos MORIThank you

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