Media cell - it works - asi 2012 radio symposium

The 2012 European Radio Symposium

MediaCell : It works!

7th November, 2012 @asi_radiotv

an

asi conference

1

Private & Confidential © Ipsos MORI

MediaCell:

It Works!

asi Conference, Prague, November 2012

2


Ipsos MediaCT Aims & Rationale for MediaCell:

Audiences outside the home

Potential advertising impact

Media engagement

Time-shifting

Audiences by platform and across platforms

3


The Concept

4


MediaCell : the concept

Software (not hardware)

solution

4

Runs on Smartphones Uses real time signal

encoding, capable of

detection by the smartphone

on the person

(audio matching could follow)

5


TECHNOLOGY PARTICIPANTS MANAGEMENT & REPORTING

Development of a “real time” echo

based encoder

Ethnographic and qualitative

evaluation of smartphones in

people’s lives

Development of handset

management system

Development of the decoding

application

Testing and evaluating the provision

of smartphones to non-smartphone

users

Development of panel management

system

Independent quality tests of the

encoder (BBC Golden ears)

Testing and evaluation of

recruitment methods

Development of compliance

reporting tools

Migration of application to multiple

mobile operating systems

Testing and optimisation of

incentive schemes

Development of panel

communication system

Longitudinal testing of encoding

durability and quality in the field

Remote installation of application

via text/sms/emailed link

Development of data capture and

production system

Continuous testing and “white-

listing” of handsets for microphone

and battery life suitability.

F2F installation and sim-card

swapping by existing Ipsos field

force

Incorporation of published data into

client facing reporting tools

The work completed....

6


The Reality

7


Summary of the process

RADIO & TV

STATION SERVERS

AUDIO

TRANSMISSION

RECEPTION &

TRANSMISSION

DATA CENTRE

COLLECTION,

AGGREGATION,

PROCESSING

RATINGS

ACCESS

Real Time

Encoder

Inserted in

broadcast chain

Decoder

Application on

Handset

Server

Data analysis

iMonitor

Independent

monitoring station

8


Status

9


Smartphone sales

Sources: FT Research; Gartner; Strategy Analytics; IHS iSuppli

Sum of latest four quarters, by operating system (million units)

337

115

55 42

14 12

OTHERS

10


Handset status

Symbian 60

Android

BlackBerry

iPhone

Other Platforms?

Windows

MeeGo

Brew MP

Completed

11


Panellist instructions: The Three Cs

12


Compliance management

13


London Panel

14


Ipsos MediaCT London Panel: 65% SOV

Stations (at least) to provide 84% Weekly Reach

FM DAB Web DSAT AM DTV

BBC Radio 1

BBC Radio 2

BBC Radio 4

Absolute

Smooth

Capital

Heart

XFM

Classic FM

LBC

talkSPORT

Magic

Kiss

15


Ipsos MediaCT London Panel: 65% SOV

Field Test dates

12 months

Incentives

The Handset

Sample

300+ (excludes 25% churn)

Compliance

CATI compliance / courtesy /

closure / exit

Recruitment

F2F CAPI

Handsets

Nokia, BlackBerry

Android iPhone

16


Active Weekly Active Sample vs. In Tab

0

50

100

150

200

250

300

W120

102

W120

109

W120

116

W120

123

W120

130

W120

206

W120

213

W120

220

W120

227

W120

305

W120

312

W120

319

W120

326

W120

402

W120

409

W120

416

W120

423

W120

430

W120

507

W120

514

W120

521

W120

528

W120

604

W120

611

W120

618

W120

625

W120

702

W120

709

W120

716

W120

723

W120

730

W120

806

W120

813

W120

820

W120

827

W120

903

W120

910

In tab Active

17


Active engagement - weekday

0%

10%

20%

30%

40%

50%

60%

0:0

0

0:3

0

1:0

0

1:3

0

2:0

0

2:3

0

3:0

0

3:3

0

4:0

0

4:3

0

5:0

0

5:3

0

6:0

0

6:3

0

7:0

0

7:3

0

8:0

0

8:3

0

9:0

0

9:3

0

10

:00

10

:30

11

:00

11

:30

12

:00

12

:30

13

:00

13

:30

14

:00

14

:30

15

:00

15

:30

16

:00

16

:30

17

:00

17

:30

18

:00

18

:30

19

:00

19

:30

20

:00

20

:30

21

:00

21

:30

22

:00

22

:30

23

:00

23

:30

w/c 5th March 2012 (n=209) w/c 2nd April 2012 (n=190) w/c 30th April 2012 (n=212)

C:

Key

presses

A:

Calls made/

received

B:

Movement

18


Movement - weekday

0%

5%

10%

15%

20%

25%

30%

35%

40%

0:0

0

0:3

0

1:0

0

1:3

0

2:0

0

2:3

0

3:0

0

3:3

0

4:0

0

4:3

0

5:0

0

5:3

0

6:0

0

6:3

0

7:0

0

7:3

0

8:0

0

8:3

0

9:0

0

9:3

0

10

:00

10

:30

11

:00

11

:30

12

:00

12

:30

13

:00

13

:30

14

:00

14

:30

15

:00

15

:30

16

:00

16

:30

17

:00

17

:30

18

:00

18

:30

19

:00

19

:30

20

:00

20

:30

21

:00

21

:30

22

:00

22

:30

23

:00

23

:30


19


Charging weekday

0%

10%

20%

30%

40%

50%

60%

70%

80%

0:0

0

0:3

0

1:0

0

1:3

0

2:0

0

2:3

0

3:0

0

3:3

0

4:0

0

4:3

0

5:0

0

5:3

0

6:0

0

6:3

0

7:0

0

7:3

0

8:0

0

8:3

0

9:0

0

9:3

0

10

:00

10

:30

11

:00

11

:30

12

:00

12

:30

13

:00

13

:30

14

:00

14

:30

15

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15

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16

:00

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:30

17

:00

17

:30

18

:00

18

:30

19

:00

19

:30

20

:00

20

:30

21

:00

21

:30

22

:00

22

:30

23

:00

23

:30


20


Weighted Listening by Quarter Hour - Weekday

0

200

400

600

800

1000

1200

00

.00

- 0

0.1

5am

00

.30

- 0

0.4

5am

01

.00

- 0

1.1

5am

01

.30

- 0

1.4

5am

02

.00

- 0

2.1

5am

02

.30

- 0

2.4

5am

03

.00

- 0

3.1

5am

03

.30

- 0

3.4

5am

04

.00

- 0

4.1

5am

04

.30

- 0

4.4

5am

05

.00

- 0

5.1

5am

05

.30

- 0

5.4

5am

06

.00

- 0

6.1

5am

06

.30

- 0

6.4

5am

07

.00

- 0

7.1

5am

07

.30

- 0

7.4

5am

08

.00

- 0

8.1

5am

08

.30

- 0

8.4

5am

09

.00

- 0

9.1

5am

09

.30

- 0

9.4

5am

10

.00

- 1

0.1

5am

10

.30

- 1

0.4

5am

11

.00

- 1

1.1

5am

11

.30

- 1

1.4

5am

12

.00

- 1

2.1

5p

m

12

.30

- 1

2.4

5p

m

01

.00

- 0

1.1

5p

m

01

.30

- 0

1.4

5p

m

02

.00

- 0

2.1

5p

m

02

.30

- 0

2.4

5p

m

03

.00

- 0

3.1

5p

m

03

.30

- 0

3.4

5p

m

04

.00

- 0

4.1

5p

m

04

.30

- 0

4.4

5p

m

05

.00

- 0

5.1

5p

m

05

.30

- 0

5.4

5p

m

06

.00

- 0

6.1

5p

m

06

.30

- 0

6.4

5p

m

07

.00

- 0

7.1

5p

m

07

.30

- 0

7.4

5p

m

08

.00

- 0

8.1

5p

m

08

.30

- 0

8.4

5p

m

09

.00

- 0

9.1

5p

m

09

.30

- 0

9.4

5p

m

10

.00

- 1

0.1

5p

m

10

.30

- 1

0.4

5p

m

11

.00

- 1

1.1

5p

m

11

.30

- 1

1.4

5p

m

wc 6/2 7 Week Average

21


Daily Granularity – Reach Build By Day: All Radio Vs. Breakfast Time

54.6%

95.8%

40.3%

84.9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

25

/06

/201

2

26

/06

/201

2

27

/06

/201

2

28

/06

/201

2

29

/06

/201

2

30

/06

/201

2

01

/07

/201

2

02

/07

/201

2

03

/07

/201

2

04

/07

/201

2

05

/07

/201

2

06

/07

/201

2

07

/07

/201

2

08

/07

/201

2

09

/07

/201

2

10

/07

/201

2

11

/07

/201

2

12

/07

/201

2

13

/07

/201

2

14

/07

/201

2

15

/07

/201

2

16

/07

/201

2

17

/07

/201

2

18

/07

/201

2

19

/07

/201

2

20

/07

/201

2

21

/07

/201

2

22

/07

/201

2

All radio Reach

Breakfast Reach

22


Granularity (Breakfast Reach): Impact On Major Events

0

10

20

30

40

50

60

70

80

W120

102

W120

109

W120

116

W120

123

W120

130

W120

206

W120

213

W120

220

W120

227

W120

305

W120

312

W120

319

W120

326

W120

402

W120

409

W120

416

W120

423

W120

430

W120

507

W120

514

W120

521

W120

528

W120

604

W120

611

W120

618

W120

625

W120

702

W120

709

W120

716

W120

723

W120

730

W120

806

W120

813

W120

820

All radio

BBC

Commercial

School

half term

Easter May

Bank Holiday

Bank

Holiday

Diamond

Jubilee MAY

23


All Radio Breakfast Time Switching Over 3 Weeks

w/c 14/7/2012 w/c 21/7/2012 w/c 7/7/2012

n = 88 Listeners

n = 73 Listeners

n = 15 Non-listeners

n = 68 Listeners

n = 5 Non-listeners

n = 10 Listeners

n = 5 Non-listeners

n = 16 Non-listeners

n = 9 Non-listeners

n = 7 Listeners

n =9 Listeners

n = 4 Non-listeners

n = 3 Listeners

n = 27 Never listened

24


77%

8.6%

4 Week Station Loyalty: BBC Vs. Commercial

100%

0%

58.7%

15.9%

6.3%

COMMERCIAL

100%

0%

19%

1.4%

12.9% 1 Week

2 Weeks

3 Weeks

4 Weeks

1 Week

2 Weeks

3 Weeks

4 Weeks

25


Italian Panel

26


Ipsos MediaCT Italian Panel:

50% SOV (6 national + 14 local stations)

Field Test dates

6 (+ 12) months

Incentives

The Handset (or €10 per

month)

Sample

1,500

Compliance

CATI compliance / courtesy /

closure / exit

Recruitment

F2F CAPI

Handsets

Nokia; BlackBerry;

Android; iPhone

27


Italy – Daily In tab June 2012

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

90.0

100.0

04

-Ju

n

05

-Ju

n

06

-Ju

n

07

-Ju

n

08

-Ju

n

09

-Ju

n

10

-Ju

n

11

-Ju

n

12

-Ju

n

13

-Ju

n

14

-Ju

n

15

-Ju

n

16

-Ju

n

17

-Ju

n

18

-Ju

n

19

-Ju

n

20

-Ju

n

21

-Ju

n

22

-Ju

n

23

-Ju

n

24

-Ju

n

25

-Ju

n

26

-Ju

n

27

-Ju

n

28

-Ju

n

29

-Ju

n

30

-Ju

n

01

-Ju

l

% Daily

Max range 61.8 – 71.4

28


Italy – Active engagement June 2012

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

0:0

0

0:3

0

1:0

0

1:3

0

2:0

0

2:3

0

3:0

0

3:3

0

4:0

0

4:3

0

5:0

0

5:3

0

6:0

0

6:3

0

7:0

0

7:3

0

8:0

0

8:3

0

9:0

0

9:3

0

10

:00

10

:30

11

:00

11

:30

12

:00

12

:30

13

:00

13

:30

14

:00

14

:30

15

:00

15

:30

16

:00

16

:30

17

:00

17

:30

18

:00

18

:30

19

:00

19

:30

20

:00

20

:30

21

:00

21

:30

22

:00

22

:30

23

:00

23

:30

Weekday Weekend

29


Italy – motion only June 2012

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

30,000,000

35,000,000

0:0

0

0:3

0

1:0

0

1:3

0

2:0

0

2:3

0

3:0

0

3:3

0

4:0

0

4:3

0

5:0

0

5:3

0

6:0

0

6:3

0

7:0

0

7:3

0

8:0

0

8:3

0

9:0

0

9:3

0

10

:00

10

:30

11

:00

11

:30

12

:00

12

:30

13

:00

13

:30

14

:00

14

:30

15

:00

15

:30

16

:00

16

:30

17

:00

17

:30

18

:00

18

:30

19

:00

19

:30

20

:00

20

:30

21

:00

21

:30

22

:00

22

:30

23

:00

23

:30

Weekday Weekend

30


Italy – charging June 2012

0

2,000,000

4,000,000

6,000,000

8,000,000

10,000,000

12,000,000

14,000,000

16,000,000

18,000,000

20,000,000

22,000,000

0:0

0

0:3

0

1:0

0

1:3

0

2:0

0

2:3

0

3:0

0

3:3

0

4:0

0

4:3

0

5:0

0

5:3

0

6:0

0

6:3

0

7:0

0

7:3

0

8:0

0

8:3

0

9:0

0

9:3

0

10

:00

10

:30

11

:00

11

:30

12

:00

12

:30

13

:00

13

:30

14

:00

14

:30

15

:00

15

:30

16

:00

16

:30

17

:00

17

:30

18

:00

18

:30

19

:00

19

:30

20

:00

20

:30

21

:00

21

:30

22

:00

22

:30

23

:00

23

:30

Weekday Weekend

31


Italy – Weighted listening by quarter June 2012

0

400,000

800,000

1,200,000

1,600,000

2,000,000

2,400,000

2,800,000

3,200,000

6:0

0

6:3

0

7:0

0

7:3

0

8:0

0

8:3

0

9:0

0

9:3

0

10

:00

10

:30

11

:00

11

:30

12

:00

12

:30

13

:00

13

:30

14

:00

14

:30

15

:00

15

:30

16

:00

16

:30

17

:00

17

:30

18

:00

18

:30

19

:00

19

:30

20

:00

20

:30

21

:00

21

:30

22

:00

22

:30

23

:00

23

:30

00

:00

06

:30

07

:00

1:3

0

2:0

0

2:3

0

3:0

0

3:3

0

4:0

0

4:3

0

5:0

0

5:3

0

Weekday Weekend

32


Commercial Deployment

33


MediaCell international deployment – 2012-13

EUROPE

• 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 2012

Americas

• Mexico: Product launched

Q2 and deployment

planned Q4 2012

Africa

• Kenya: Trial & Launch Q3 2012

Asia Pacific

• Australia Tender for 2013

• NZ Tender or 2013

MENA

• UAE: Product Launched Q1

and Deployment planned Q4 2012

• KSA: Product launch and deployment

Q1 2013

34


In Conclusion

35


In summary....

Technology Mobile Phone

Backend

Systems Research Results

Encoding

Quality +++++

Installation &

Performance +++++

Natural Device +++++

Compliance &

Performance +++++

Data Editing &

Data Process +++++

Documentation +++++

Compliance +++++

Breakfast

Listening +++++

36


Thank you

Media cell - it works - asi 2012 radio symposium

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Transcript of Media cell - it works - asi 2012 radio symposium