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February 2015

Presented by:Ilse Peeters (Research Manager – De Persgroep Publishing)Antoon Van der Steichel (Research Manager – Ipsos)

DAILYMETRIE:A daring approach for news brand audience measurement

BACKGROUND

2

PRINT &DIGITAL

Newspapers

TRADITIONAL& MOBILE

Digital

3

News brands are multimedia

Use of different touchpoints during the day

morning on the move

4

office

5

MEDIA HAVE EVOLVED

BUT MEASUREMENT HAS ONLY PARTIALLY EVOLVED

Our challenge

6

We are a daily medium and want to seethis reflected in our reach parameters.1

2We are multi-platform and we want to provide insights on the different touchpoints and their consumers.

3We want to demonstrate the performance of the advertisements through all of our platforms in a single campaign report, based on net reach, GRP, OTS, …

We are a daily medium and want to seethis reflected in our reach parameters.1

2We are multi-platform and we want to provide insights on the different touchpoints and their consumers.

3We want to demonstrate the performance of the advertisements through all of our platforms in a single campaign report, based on net reach, GRP, OTS, …

Our challenge

7

DAILY INFORMATION

PANEL INFORMATION

MULTI MEDIA INFORMATION

And budget friendly, user friendly for respondents

8

SMS data collection

An SMS approach was preferred:

• Mobile phone penetration is close to 100%• Respondent friendly• No impact on measured behaviour• Budget friendly

An SMS approach was preferred:

Mobile phone penetration is close to 100%No or only minor barriersRespondent friendlyNo impact on measured behaviourBudget friendlyBUT

9

SMS data collection

An SMS approach was preferred:

• Mobile phone penetration is close to 100%• No or only minor barriers• Respondent friendly• No impact on measured behaviour• Budget friendly

10

SMS data collection

BUTnever used for

MULTIMEDIA AUDIENCE

MEASUREMENT

11

1601 SMS a day

limited tocharacters

CHALLENGE

12

Recruitment through various

methods

Study overview

1500panel

respondents

FIELDWORK PERIOD:

2014

QUOTA SET ON:

1

2

3

4

AGE

GENDER

PROVINCE

SOCIAL CLASS

13

Followspublication dates

newspaper

Average daily response

85%

Study overview

SMSWhat have

you read yesterday?

MORE GRANULAR DATA:

1

2

3

4

DAILY READERSHIP DATA

MULTI MEDIA READERSHIP

LONGITUDINAL DATA

MORE ACCURATE DATA

UNIQUEOUTPUT

14

Daily reach of news brands

15

1/okt

2/okt

3/okt

4-5/okt

6/okt

7/okt

8/okt

9/okt

10/okt

11-12/okt

13/okt

14/okt

15/okt

16/okt

17/okt

18-19/okt

20/okt

21/okt

22/okt

23/okt

24/okt

25-26/okt

27/okt

28/okt

29/okt

30/okt

31/okt-1&2

/nov

3/nov

4/nov

5/nov

6/nov

7/nov

8-9/

nov

10-11/nov

12/nov

13/nov

14/nov

15-16/nov

17/nov

18/nov

19/nov

20/nov

21/nov

22-23/nov

24/nov

25/nov

26/nov

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

1

Total Brand

Insights in multi media readership

16

NEWS

2

28%

8%

37%

2%

2%

8%

15%

44

47%60% 40%

33

55%61% 39%

41

66%57% 43%

Perfomance in terms of coverage and media reach

17

320/12/14 24/12/14 26-27/12/14 31/12/14

Het Laatste Nieuws

X X X

X X

X

De Morgen, Het Nieuwsblad, De

Standaard, Gazet van Antwerpen, Het Belang van Limburg

X X X

X X

NEWS

MEDIAPLAN

REACH ACCUMULATION

NEWS

NET REACH % GRP

20/12 24/12 26/12 27/12 31/12

44.136.2 37.9 44.6

67.2

44.1

65.6 68.3 70.1 73.9DailyCumul.

20/12 24/12 26/12 27/12 31/12

48.4 51.8 40.8 49.597.6

48.4

100.2141.0

190.4

288.1DailyCumul.

TOTALCAMPAIGN REPORT

Net Reach % 73,9%

GRP 288,1

OTS 3,9

CPT/touchpoint € 8,65

Performance in terms of coverage and media reach

18

3

Newspaper

Website

Mobile

59.2

33.4

6.8

IMPACT OF THE DIFFERENT CARRIERS/TOUCHPOINT

HET LAATSTE NIEUWS DE MORGEN HET NIEUWSBLAD

DE STANDAARD GAZET VAN ANTWERPEN HET BELANG VAN LIMBURG

NEWS

Newspaper

Website

Mobile

12.8

13.2

NEWS

Newspaper

Website

Mobile

12.2

10.3

Newspaper

Website

Mobile

20.1

8.2

Newspaper

Website

Mobile

53.1

32.5

Newspaper

Website

Mobile

20.4

6.0

NEWS

NEWS

NEWS

NEWS

IN SUMMARY

19

Dailymetrie = DARING?

20

DAILY DATA on MULTIMEDIA newsconsumption, with almost real time delivery of results

DAY

Delivering UNIQUE insights in the Belgian news brand landscape, going beyond the existing reach currencies

TRANSFORMING a commodity such as SMS into a data collection method capable of capturing multimedia readership

21

THANKYOU

ILSE PEETERS Research ManagerDe Persgroep Publishing

ANTOON VAN DER STEICHEL Research ManagerIpsos