Radio Measurement in Germany"

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1 Radio Measurement in Germany" Lothar Mai" ARD-Werbung Sales&Services, Head of Research Radio! MEDIJSKA MJERENJA I ISTRAŽIVANJA ZAGREB 2015 "

2 Radio market - Germany

3 Adver2sing Market in Germany Market Share in % Cinema 0.3% Internet 11.8% Journals 1.5% Posters 5.6% TV 45.2% Magazines 12.8% Newspapers 16.8% Radio 6.0% Source: Nielsen Media Research, January- December 2014

4 Radio in Germany 16 markets is regionally organized. Bremen Schleswig- Holstein Hamburg Mecklenburg- Vorpommern Niedersachsen Berlin The regional condi2ons are very diverse, depending on the characteris2cs of the federal state itself Nordrhein- Wes9alen Hessen Sachsen- Anhalt Thüringen Branden- burg Sachsen and the regional radio legisla2on. Rheinland- Pfalz Saarland Bayern Baden- Wür?emberg

5 German Radio Market The German radio landscape is scattered in 400 stations of which approx. 260 sell advertising. It is characterised by only two national sales houses (AS&S Radio, RMS) The sales house ARD-Werbung Sales & Services Radio GmbH (AS&S Radio) commercialises 32 stations from the public ARD network as well as 12 private stations. The sales house Radio Marketing Service GmbH (RMS) represents most of Germany s private commercial stations. AS&S Radio and RMS have both developed advertising packages by combining radio stations on the basis of geographic or demographic targets.

6 Radio sta2ons with adver2sing by region Total 101 stations plus 103 advertising packages Source: ma 2015 Radio II, Base: Mo- Fr/Sa; with overlapping

7 Radio in Germany Keyfacts Daily Reach 75% Listening Time 178 min Core target group age Sta2ons 400 Sta2ons with ad 263 Public sta2ons 64 with ad 32 Privat sta2ons 231 Audience share Listening Places

8 Radio measurement in Germany

9 The role of agma

10 The role of agma

11 ma Radio - Survey profile Survey type CATI (phone survey) Universe German-speaking population aged 10+ Sample Size Approx interviews per year Regionally disproportionate Sample Design Random Survey model Time Budget (yesterday) Media covered 400 radio stations Reporting twice a year

12 CATI (Computer Assisted Telephon Interviews) u u u electronic sample management questionnaire with electronic screening electronic results collection ü Enables better dispersion of the sample ü Enables a maximum control of the interview ü minimize effects of the interviewer ü Enables better coverage of employed people

13 Sampling: Three-stage procedure Base numbers of cases distributed proportionally over the areas Top-up in areas with low population to a minimum number of 1,500 cases Additional cases in certain areas requested by a single provider or a group of providers All in all the sample is constructed disproportionally in order to handle the vastly different situations of the radio medium in different regions.

14 Radio Interviews and reports Jan Feb Mrz Apr Mai Jun Jul Aug Sep Okt Nov Dez Jan Feb Mrz Apr Mai Jun Jul Aug Sep Okt Nov Dez januaryapril septemberdecember ma Radio I March septemberdecember januaryapril ma Radio II July Interviews Report

15 Interview process of the ma Radio aided recall of radio stations per area (400 districts) unaided recall of radio stations outside the area. Stations per area Known (ever listened?) stations 9 stations last listening Total audience (in the past 2 weeks) 4 stations Time Budget (yesterday) Daily listener (yesterday) 1,5 stations

Time Budget Interview on the day yesterday Ø aclviles and Ø listening Radio Ø quarter hourly (5 a.m. 12 p.m.) at home in the bathroom meals housework professional work other activities at home Sleeping Out of home travelling by car travelling by bus shopping etc.

16 Time Budget Interview on the day yesterday Ø aclviles and Ø listening Radio Ø quarter hourly (5 a.m. 12 p.m.) at home in the bathroom meals housework professional work other activities at home Sleeping Out of home travelling by car travelling by bus shopping etc. at work at school/college meeting friends visiting bars/restaurants other activities out of home Other media: watching TV; watching Video; listening music; using PC

17 Challenges 2015 Mobile Phones Young target groups Convergence currency

18 Quality Improvements - Including Mobile Sample (Dual Frame) interviews with mobile phones better integration of young and mobile target groups - Improving Response rate of young target groups interviews with people under 50

19 "ma 2015 Audio" convergence file in autumn 2015

20 The way to a convergence currency RADIO IP Audio Radio study CATI 70,000 persons Link being worked on Web radio Log file analysis All par2cipa2ng sta2ons agma Radio convergence reach ullmate goal = convergence currency

21 What is ma IP Audio? Web radio usage report from agma Web radio measurement standard based on log files End- to- end mapping of web radio use across all conceivable usage channels.

The central concept in ma IP Audio: sessions Session = client-side usage event (base length: day) The log files are supplied in a standardised format.

22 The central concept in ma IP Audio: sessions Session = client-side usage event (base length: day) The log files are supplied in a standardised format. Sessions are defined after data is delivered to the service provider working for Media-Micro-Census GmbH (MMC) and not by the publisher or channel participating in measurement.

15 seconds apart. Sessions longer then a minimum length of 60 seconds are valid.

23 How is a session defined? Technical usage events within the same client are aggregated together if they overlap or are no more than 15 seconds apart. Sessions longer then a minimum length of 60 seconds are valid. Sessions longer than 24 hours are truncated to a usage duration of 24 hours. A new day starts at 12 a.m. (UTC). Usage events that cross over this date boundary are credited to the day in which the event ended.

24 Which items of performance data are published? Reporting metrics sessions duration per session Reporting periods (quarterly) week 2weeks month Domestic usage is reported as standard International usage remains included in the dataset for the time being

25 Currency units: ma Radio vs. ma IP Audio Online audio services Sessions, no personalisation, technical measurement only Avg./week, avg./two weeks, avg./ month Quarterly figures Four publications/year Conventional radio services Personalised data Hourly net reach Mon-Fri/Sat/Sun Avg./hour, for each hour and day Average annual figures Two issues/year The new ma Audio report will combine the two components

26 ma Audio Data aggregation Technical measurement Only data collected = no. of listening events Sessions for channel, device, time slice Web radio user report Web radio usage survey Web radio user demographics Overlaps with stations (or parts thereof) as presented in ma IP Audio and ma Radio Radio usage survey (not specific to reception method) Maximum range and overall structure of web radio users Base of publication and media dataset Data aggregated into ma Audio

27 First convergence currency in Germany? In 2 days ma Audio: first-time publication on

28 Thank you for your a?enlon!

The Household Survey In The German Census 2011

The Household Survey In The German Census 2011 Wolf Bihler, Dr. Andreas Berg NTTS Bruxelles, 22 th of February 2011 Objectives Two Objectives: Estimation of over- and under-coverage of the German population