MediaCell:Is this on?How can new technologies help us discover the habits of listeners?November 2011
Agenda for Today Technical description of passive measurement Field Trials The London Radio Panel
3                            Technical                           description                                         3An O...
Ipsos radio measurement in 27 countries    Region      Countries   Samples    Methods       Main surveys      Europe      ...
Electronic measurement                                                                            5 Why?   – Traditional ...
Approaches to electronic measurement (1)                                                                 6 Signal encodin...
Approaches to electronic measurement (2)                                                                      7 Audio mat...
The Philosophy of the Data Processing                                                                                  8Re...
Traditional = Recall / “precall” (RAJAR)                                                                          9 “All ...
Electronic = Exposure                                                                                   10 Measuring the ...
The concept                                      11 Software (not hardware) solution Runs on Smartphones Uses real time...
Taking Advantage of Nature:How Intrasonics Technology Works                                                       12      ...
Qualitative Research:Role of the Smartphone                                                                 13Smartphones ...
Qualitative Research: Where they keep their phones                                                                      14...
Smartphone Penetration by Market                                                                                          ...
16                           Field Trials                                          16An Overview of MediaCell
London Field Trials - Summary                  Field Test 1        Field Test 2           Field Test 3Sample Source    Int...
Field Tests: Objectives & Achievements                                         Field Test 1   Field Test 2   Field Test 3I...
Panellist Instructions: The Three Cs
20                           London Panel                                          20An Overview of MediaCell
London Radio Panel: 65% SOV                                                             21 Stations (at least) to provide...
London Radio Panel: 65% SOV                                                                    22 Sample:             375...
London Panel – Sampling Points
100                                            120           0               20                    40                     ...
25                           Questions?                                        25An Overview of MediaCell
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Marco Barbaccia // Is this on?

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Barbaccia has worked for IPSOS as International Director of Audience Measurement since last August. He came from AGB Nielsen Media Research, where he worked as Director of Metering and Field Operations, and before that as Operation and Business Development Director in AGB Nielsen UK for BARB.

Since joining ACNielsen in 1984, he has held a number of senior positions, including that of European Panel Operations Director at Nielsen//NetRatings; South European Panel Operations Director, responsible for the set-up and management of web-audience samples in Italy, Spain, Switzerland and Austria; and as Sources Director, managing ACNielsen operations in Italy for the FMCG business.

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  • Ipsos has an interest in passive electronic measurement for radio, because we have a long tradition in providing audience measurement for radio going back nearly 20 years and now encompassing nearly 30 countries and nearly 600,000 interviews per year.These interviews use every conceivable methodology (diaries, DAR, online, offline, f2f, self completion, cati).There is no proscriptive method, each market adopts the most suitable approach for its needs.However, the growth of stations and available broadcast platform, coupled with the desire for faster and more accountable measures mean that electronic methods need to be considered.
  • We have introduced the concept of the three Cs:CarryChargeConnectBy carry, we simply ask that participants carry the phone with them at all times (not an unreasonable request)By charge, we ask that participants charge their phone at least once a day. The development work so far has looked at optimising how the app works on the phone in the background and how we can minimise the impact on battery life.By connect, we ask that the phone connects to 3g or wifi, again not an issue for smartphone owners. The app stores information on the phone itself and transfers data back when connected. It can store data until connections is made and data is not deleted from the phone until our servers instruct this. A process that requires no intervention by the panellist.What is this data that we store and transmit:One element is the decoded signatures that the phone has detected.But what we have already stated is that this is not enough to define listening.The app also passively detects the activity and movement of the phone and transmits this data too.So codewords PLUS activity = listening.
  • Marco Barbaccia // Is this on?

    1. 1. MediaCell:Is this on?How can new technologies help us discover the habits of listeners?November 2011
    2. 2. Agenda for Today Technical description of passive measurement Field Trials The London Radio Panel
    3. 3. 3 Technical description 3An Overview of MediaCell
    4. 4. Ipsos radio measurement in 27 countries Region Countries Samples Methods Main surveys Europe Diary/Online 9 388,000 (1992) /CATI Latin Personal America 7 154,000 interviews/ (1999) CATI MENA & Africa 11 118,450 CATI (2000) 4 4
    5. 5. Electronic measurement 5 Why? – Traditional methods struggle with increase in number of stations – Increasing respondent burden in diary/DAR methods – Rapid feedback, possibility to study short-term format changes – Accountability, puts radio on a par with TV – Possibility to combine TV and radio measurement Why not? – From listening to exposure – Potential Cost issues – Potential Compliance issues 5
    6. 6. Approaches to electronic measurement (1) 6 Signal encoding – Inaudible watermark inserted by broadcaster – Station ID, platform, date/time (plus anything else?) Advantages – Currently most accurate – Very limited data transfer need – Easy to measure time-shifted listening Disadvantages – Stations must agree to encode 6
    7. 7. Approaches to electronic measurement (2) 7 Audio matching (finger printing) – Device takes regular samples of audio (signatures) – Matched against reference sites Advantages – No need for stations to encode Disadvantages – More difficult to measure time-shifted listening / source – Cannot differentiate between “platforms” – Complexity of managing reference sites – Intense in data transfer 7
    8. 8. The Philosophy of the Data Processing 8Real Time iMonitor Decoder ServerEncoder Independent Application on Data analysisInserted in monitoring station Handsetbroadcast chain DATA CENTRERADIO STATION AUDIO RECEPTION & COLLECTION, RATINGSSERVERS TRANSMISSION TRANSMISSION AGGREGATION, ACCESS PROCESSING
    9. 9. Traditional = Recall / “precall” (RAJAR) 9 “All the situations when you listen to or hear a radio station” – In home; someone else’s home; in a car; at work or somewhere else – AM/FM, DAB, Digital TV or internet “Please record every time you listen for at least 5 minutes” Historical criticisms: – Recall of normative listening behaviour to favourite brands? – Tendency to “forget” short listening sessions?
    10. 10. Electronic = Exposure 10 Measuring the person NOT the device (TV, Internet focus on device) Exposure in all environments and occasions to: – Radio stations that the participant chooses to “listen” to – Radio stations that someone else chooses to “listen” to – Radio stations that the participant is unaware of what they are “listening” to – Live & time shifted “listening” – All of the above by Platform
    11. 11. The concept 11 Software (not hardware) solution Runs on Smartphones Uses real time signal encoding 11
    12. 12. Taking Advantage of Nature:How Intrasonics Technology Works 12 The ear/brain naturally filters out Original sound echoes, particularly the early Early reflections reflections Reverberation Loudness Time
    13. 13. Qualitative Research:Role of the Smartphone 13Smartphones play multiple roles in respondents lives beyond communication. There aresome respondents who owned a second smartphone which is usually a business phone. “I use my phone for…” Communication Entertainment (voice calls, text (games, videos, list messages, emails) en to the radio) Internet Navigation browsing (via GPS) Social networking Organisation (checking on and updating (calendar, contact list) friends) Respondents are highly engaged with their smartphones and comfortable with using applications and functions
    14. 14. Qualitative Research: Where they keep their phones 14 All respondents were heavily reliant on their smartphones, which play an integral part of their lives to the extent that most carry their phone with them so they can always hear them. Bedside Now that I think about it, I table, always have my phone in my desk, pocket, in my hand or within counter reaching distance!In hand Mobile phones are always within earshot throughout the day! In car In pocket Smartphones are rarely any distance from respondents throughout the day
    15. 15. Smartphone Penetration by Market 15 Base: users of mobile phones; n= 13.505 Source: GfK; The CEE Telco Industry Report 2011 Slovenia 27.6 Turkey 23.7 Lithuania 18.5 Kazakhstan 15.7 Croatia 15.5 BIH 15.5 Czech Republic 14.3 Serbia 13.3 Hungary 12.9 Estonia 12.7 Russia 11.8 Latvia 10.7 Slovakia 9.3 Ukraine 8.9 Romania 8.4
    16. 16. 16 Field Trials 16An Overview of MediaCell
    17. 17. London Field Trials - Summary Field Test 1 Field Test 2 Field Test 3Sample Source Internal Ipsos & Consumer Voice Consumer Voice Intrasonics (Ipsos Panel) (Ipsos Panel)Sample Size 10 20 51Dates 3-23 June 2010 16th August to 24th November 2010 to 15th October 2010 15th March 2011Length 3-4 Days 4 Weeks 12 WeeksInstallation n/a Central Location Central LocationStations Eagle Sound Absolute, Smooth, Absolute, Smooth, talkSport talkSport, Kiss, Magic, XFMShare of Voice n/a 7% 23%
    18. 18. Field Tests: Objectives & Achievements Field Test 1 Field Test 2 Field Test 3Installation of encoders Yes Yes YesLongitudinal performance of encoders Yes Yes YesRecruitment Yes YesDocumentation Yes YesHandset swapping Yes YesHandset functionality Yes YesDaily data collection Yes YesExamination of compliance data Yes YesExit Interviews Yes YesRespondent Participation (Coincidental Yescalls, Handsets, Incentives)Active compliance management Yes(Procedures, Flags, Editing, DP)Data Examination Yes
    19. 19. Panellist Instructions: The Three Cs
    20. 20. 20 London Panel 20An Overview of MediaCell
    21. 21. London Radio Panel: 65% SOV 21 Stations (at least) to provide 84% Weekly Reach: – BBC Radio 1 FM – BBC Radio 2 FM – BBC Radio 4 FM & DAB – Absolute FM & DAB – Smooth FM & DAB – Capital FM, DAB & Web – Heart FM, DAB & Web – XFM FM, DAB, Web & DSAT – Classic FM FM, DAB & DSAT – LBC FM, DAB, Web & DSAT – talkSPORT AM, DAB & Web – Magic FM, DAB, Web & DTV – Kiss FM, DAB, Web & DTV
    22. 22. London Radio Panel: 65% SOV 22 Sample: 375 (includes 25% churn) Field Test dates: 12 months Recruitment: F2F CAPI Incentives: The Handset Handsets: Nokia & Android (iPhone & BlackBerry) Compliance: CATI compliance / courtesy / closure / exit
    23. 23. London Panel – Sampling Points
    24. 24. 100 120 0 20 40 60 80 0:00:00 1:00:00 2:00:00 3:00:00 4:00:00 5:00:00 6:00:00 7:00:00 8:00:00 9:00:0010:00:0011:00:0012:00:0013:00:00 Total14:00:0015:00:0016:00:0017:00:0018:00:0019:00:0020:00:0021:00:0022:00:0023:00:00 London Panel – Total Movement Captured Total
    25. 25. 25 Questions? 25An Overview of MediaCell

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