Marius Cloete, PPA presents Industry Standard Research and Total Audience

Marius Cloete, PPA presents Industry Standard Research and Total Audience at Buying Business Audiences A Breakfast Briefing for B2B Media Buyers

Transcript

1. Audience measurement • Industry standard measurement developed with single medium in mind – NRS for print – Barb for TV – Rajar for Radio – Comscore for Online • None of these were originally developed to cope with multi- platform measurement
2. The approach for print • NRS, the gold standard of print audience measurement • 36,000 face to face interviews • Random, but nationally representative sample • Respondents asked about readership of all measured titles
3. The approach for print • Extensive questions about recency & frequency • Projected to represent the total population based on census data • Provides estimated reach based on sample achieved (bearing frequency & recency in mind) • RPC calculated by dividing readership by circulation
4. Dealing with multi-platform • NRS PADD launched • NRS print data fused with Comscore web data • Produces combined web & print estimates • Digital edition and mobile not included yet • NRS developing brand first approach, unlikely to see published results until 2015/2016
5. Challenges for business media • NRS approach calibrated for consumer • Difficult to pick up titles with less than 50k circ • This excludes the vast majority of b2b • Using this approach for B2B will require huge sample • Financially not viable • Fusion will give a 0 duplication reading due to small samples
6. ABC Total Audience • Viable solution for business media • Benefits: – calculate readers per copy – estimate number of readers for each platform – establish level of duplication – estimate any demographic information about readers – standardised approach for industry • Limitations – Looks at each brand in isolation – Cross brand duplication not available
7. Key principles • ABC Audited Census data for each platform required • RPC is applied to requested print copies only – non-requested has default value of 1 • Minimum of 500 completed questionnaires required – 250 for print – robust sample sizes • Surveys to be conducted over set period
8. Key principles • Media owners not allowed to conduct themselves – Surveys conducted by ABC approved organisation – Appointed by media owner, must be MRS accredited • Multiple completions by respondents removed • Survey provider will work to agreed output • Incentives may be used • All reader must have an equal chance to respond • Questionnaires must conform to common requirements