Disposisjon for PPM rapportering

1
Testing of PPM for radio in Norway
The 2004 European Radio Symposium 10th November,
Berlin
Knut-Arne Futsæter TNS Gallup Norway
2
Status of the PPM test in Norway

• The five largest radio stations and two local
  stations are encoded.
• The five largest TV stations are encoded.
• Status for week 22-26 2004
• 48 homes polled nightly.
• 87 PPM's in production
• 64 PPM's in production in-tab
• 64 reporting persons

3
1. Compliance
4
Sleep at night on weekdays
50 of the population is awake at 0700
50 of the population is awake at 2330
..and the median undock time for PPM is 0718
..and the median last docking time for PPM is
2339
Source The TNS Gallups Time Budget Study and
Statistics Norway SSB.
5
Median PPM out of dock time and carried time by
age and gender
6
People wear Portable Meters PPM
7
2. PPM vs CATI Weekly and daily reach
8
The Radio Concept in 2004

• 5000 CATI interviews in the test period week
  22-26 2004.
• The Norwegian radio structure calls for large
  samples 60,000 yearly, 175 interviews daily for
  345 days.
• The radio survey is connected to the multimedia
  concept CM, which make it possible to do
• Multi-media analyses
• Consumer analyses
• Segmentation analyses
• Other analyses

9
Different methods give different listening
figures

• 1. Reporting sample and edit rules
• CATI The individuals have to agree for being
  interviewed
• PPM Docking and motion (8 hours)
• 2. Passive active
• CATI Recall the listening of different stations
  the day after.
• PPM Passive electronic measurement. Within
  listening distance.

10
Weekly reach increases

• PPM vs CATI
• Total weekly reach increases with 9. (p-value
  0,06)
• All measured stations increase.
• Three of five measured stations have a
  significant increase (p-value less than 0,05).
• On average weekly reach increases slightly most
  for women.
• On average weekly reach increases mostly for
  12-29 aged and less for those above 45 year.

11
Daily reach increases

• PPM vs CATI
• Total daily reach increases with 18. (p-value
  0,06)
• All measured stations increases.
• One of five measured stations have a significant
  increase (p-value less than 0,05).
• On average daily reach increases slightly most
  for women.
• On average daily reach increases mostly for 12-29
  aged and less for those above 45 year.

12
Number of stations daily Stations tuned per
day increases by 30
13
3. PPM vs CATIReach for dayparts
14
PPM gives 54 higher (plt 0,05) reach on 3-hours
intervals
15
PPM gives 21 higher reach AQH on weekdays
16
PPM gives detailed knowledge about radio
listening and tuning minute by minute
Percent
17
4. Multi-media analyses
18
PPM gives new sales opportunitiesLight TV
viewers listen too radio

• Six of seven stations have higher reach among
  light TV viewers.
• Three of seven stations have indexes near 200.

Index
19
Programming opportunitiesNews on NRK Radio and
TV June 14 2004
20
Accumulative reach for news on NRK Radio and TV
21
Conclusions
The compliance is methodologically
acceptable Weekly and daily reach increase PPM
gives higher reach for all sort of
dayparts Number of listening sessions daily
increases PPM gives new sales opportunities PPM
gives new programming opportunities PPM can
measure content on different platforms