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From CATI to PPM. The 2006 European Radio Symposium 15th November, Rome. Knut-Arne Futsæter TNS Gallup Norway. Agenda. 1. Introduction 2. Compliance 3. CATI and PPM figures 4. Different calculations gives different figures 5. Conclusion. 1 . Introduction.

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From CATI to PPM

The 2006 European Radio Symposium 15th November, Rome

Knut-Arne Futsæter TNS Gallup Norway


Agenda
Agenda

1. Introduction

2. Compliance

3. CATI and PPM figures

4. Different calculations gives different figures

5. Conclusion


1. Introduction


Changes in current CATI radio survey

  • The CATI survey was in 2006 reduced from 60,000 to 30,000 interviews per year and will still be the currency for local radio.

  • The radio survey is connected to the multimedia concept C&M, which makes it possible to do:

    • Multimedia analyses

    • Consumer analyses

    • Segmentation analyses

    • Other analyses


Portable people meter ppm in norway
Portable People Meter (PPM) in Norway

  • TNS Gallup and the Norwegian radio market have signed an agreement to start a PPM panel with 500 individuals.

  • All 5 national radio channels and a syndicate of 12 larger regional radio channels are measured. This constitutes 95% of radio consumption in Norway.

  • The five largest TV stations, which have a total market share of 90% of the viewing time among them, are encoded.

  • The different broadcasting platforms (FM, DAB, web) will be identifiable through PPM measurement.

  • PPM data is the official currency for buying radio airtime in Norway from August 2006.


The Portable People Meter system – PPM

http://ppm.arbitron.com/


The base station daily uploads of media and other information
The Base Station: Daily uploads of media and other information

  • Extracts data every night.

  • Recharges the battery.

  • Transmits data to the household hub.

    Offers immediate feedback to the survey participant:

  • Respondents are awarded "points" based on the time that the meter was in motion.

  • The points awarded are displayed daily on a message display on the base station. Every morning the points are also updated on the panel web site.

  • Other messages and questions to the respondents.


Ppm panel administration based on personal contact also through sms communication
PPM panel administration based on personal contact – also through SMS communication

  • Regular contact with panel members – weekly messages to all

  • Effective tool for incentive programme

    • News, campaigns, double points etc.

  • Special focus on ”Bad compliers”


2 compliance
2. Compliance through






Docking for weekdays
Docking for weekdays through

Weeks in 2006


Sleep at night on weekdays
Sleep at night on weekdays through

Percent

50% of the population is awake at 07:00

50% of the population is awake at 23:30

..and the median undock time for PPM is 07:14

..and the median last docking time for PPM is 23:25

Source: The TNS Gallup’s Time Budget Study and Statistics Norway SSB.



Ppm gives 12 higher total weekly reach for radio
PPM gives through 12%higher total weekly reach for radio

Percent

All days September 2006. Radio: 5 national and 12 local stations.

Storbyradioen: 12 local radios in Oslo, Bergen ,Stavanger and Trondheim.

The standard calculation of reach for PPM is 1 minute and for CATI it is at least 2 minutes in a 15 minutes interval.


Ppm gives 24 higher total daily reach for radio
PPM gives through 24%higher total daily reach for radio

Percent

All days September 2006. Radio: 5 national and 12 local stations

Storbyradioen: 12 local radios in Oslo, Bergen ,Stavanger and Trondheim.

Standard calculations for PPM and CATI.


Ppm gives higher total daily reach for all age groups
PPM gives higher total through daily reach for all age groups

Percent

All days September 2006. Radio: 5 national and 12 local stations.

Standard calculations for PPM and CATI.


Ppm gives 67 higher reach in 3 hour intervals
PPM gives through 67%higher reach in 3-hour intervals

All days September 2006. Radio: 5 national and 12 local stations.

Standard calculations for PPM and CATI.


Ppm gives 27 higher reach aqh on weekdays
PPM through gives 27% higher reach AQH on weekdays

2 min definition for PPM and CATI.


PPM through gives 66% higher reach AQH on weekdaysamong 12-19 years

2 min definition for PPM and CATI.


4. Different calculation through s give different figures



Calculation of time spent listening tsl
Calculation of time spent listening (TSL) through

  • CATI in Norway

    • Respondent reports listening as at least 2 minutes in a 5-min interval.

    • If listening for at least 2 minutes, the 5 minute period is credited

    • Since the lowest reporting level is 15 minutes, and in order to coordinate TSL and Share, it was decided to credit 15 minutes TSL if listening reported at least one 5-minute period.

  • International

    • Lowest reporting level is most often 15-minutes. If listened to for at least 5-8 minutes in a 15 minute interval, the whole 15 minute interval is credited

  • TV-panel

    • Reporting level 1 minute basis for calculation of time spent viewing.

  • PPM in Norway

    • Reporting level 1 minute basis for calculation of time spent listening.



Daily listening time drops by 20
Daily listening time ‘drops’ by 20% through

Minutes

Radio: 5 national and 12 local stations

Storbyradioen: 12 local radios in Oslo, Bergen ,Stavanger and Trondheim.


5. Conclusions through

  • The compliance is methodologically acceptable

  • Weekly and daily reach increases

  • PPM gives a higher reach for all periods of the day

  • BUT does listening time drop?

  • PPM gives new sales and program opportunities


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