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
Private & Confidential © Ipsos MORI
Ipsos MediaCT Aims & Rationale for MediaCell:
Audiences outside the home
Potential advertising impact
Media engagement
Time-shifting
Audiences by platform and across platforms
3
Private & Confidential © Ipsos MORI
The Concept
4
Private & Confidential © Ipsos MORI
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
Private & Confidential © Ipsos MORI
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
Private & Confidential © Ipsos MORI
The Reality
7
Private & Confidential © Ipsos MORI
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
Private & Confidential © Ipsos MORI
Status
9
Private & Confidential © Ipsos MORI
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
Private & Confidential © Ipsos MORI
Handset status
Symbian 60
Android
BlackBerry
iPhone
Other Platforms?
Windows
MeeGo
Brew MP
Completed
11
Private & Confidential © Ipsos MORI
Panellist instructions: The Three Cs
12
Private & Confidential © Ipsos MORI
Compliance management
13
Private & Confidential © Ipsos MORI
London Panel
14
Private & Confidential © Ipsos MORI
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
Private & Confidential © Ipsos MORI
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
Private & Confidential © Ipsos MORI
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
Private & Confidential © Ipsos MORI
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
Private & Confidential © Ipsos MORI
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
w/c 5th March 2012 (n=209) w/c 2nd April 2012 (n=190) w/c 30th April 2012 (n=212)
19
Private & Confidential © Ipsos MORI
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
: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)
20
Private & Confidential © Ipsos MORI
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
Private & Confidential © Ipsos MORI
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
Private & Confidential © Ipsos MORI
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
Private & Confidential © Ipsos MORI
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
Private & Confidential © Ipsos MORI
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
Private & Confidential © Ipsos MORI
Italian Panel
26
Private & Confidential © Ipsos MORI
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
Private & Confidential © Ipsos MORI
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
Private & Confidential © Ipsos MORI
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
Private & Confidential © Ipsos MORI
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
Private & Confidential © Ipsos MORI
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
Private & Confidential © Ipsos MORI
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
Private & Confidential © Ipsos MORI
Commercial Deployment
33
Private & Confidential © Ipsos MORI
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
Private & Confidential © Ipsos MORI
In Conclusion
35
Private & Confidential © Ipsos MORI
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
Private & Confidential © Ipsos MORI
Thank you
Top Related