MediaScan Measuring Print Media - New Dimensions Print & Digital Research Forum London 17-20 October, 2015 Dr. Michael Hallemann, Director Syndicated Research Services, G+J GmbH & Co.KG Gabriele Ritter, Research Director, Media-Micro-Census GmbH
Print & Digital Research Forum 2 ma Press Media 2015 feat. MediaScan After 7 years of continuous research and optimisation, we have finally achieved our goal: The first publication of MediaScan-based performance values in 2015!
Print & Digital Research Forum 3 CONTENTS (1) MediaScan: aims and method (2) Background and development (3) New performance data (4) Planning with MediaScan data (5) Were are we (6) Outlook
Print & Digital Research Forum 4 (1) MediaScan: aims and method
Print & Digital Research Forum 5 MediaScan: quick facts Objectives Replacement of current approach used for ad exposure probabilities (Average Advertising Page Reach AAPR) Results in time-based performance parameters for the ma Print (multiple contacts, reach extension, page exposure) Data collection Respondents (quota selection) log time-based usage of magazines and daily papers Data includes publication, issue, read volume, read duration and read times in a 2-week period
Print & Digital Research Forum 6 Method of choice: MediaScan + diary for missing scans Scanner with display Barcode identification of publication and issue Logs read time and read duration Data can be input via the display Diary To add forgotten/missing read sessions later on 4. Any issues of magazines or daily papers that you have browsed through or read today, without using the scanner to record the barcode. 5. What time of day was this? 6. How long did you spend browsing or reading? 7. How many page-turns did you make? (please tick box) (Please use a new cell for each read session not yet entered.) (please tick box) (please tick box) Publication/name of the daily paper/magazine No. or Issue date Year Before 9 a.m. 9 a.m. 12 noon 12 2 p.m. 2 5 p.m. 5 8 p.m. after 8 p.m. Only briefly 1 14 min. 15-29 min. 30-44 min. 45-60 min. Over 60 min. All/almost all pages 1/2 3/4 of all pages About ¼ of the pages Only a few pages
Print & Digital Research Forum 7 Data collection and modelling ma CASI interviewees (mostly) parallel: MediaScan participants
Print & Digital Research Forum 8 Information on the proportion of pages used Test subject presses button to register session end Display appears with 1-4 scale: Registration of number of pages used directly following each read session: (almost) all ¼-¾ ¼ Only a few
Print & Digital Research Forum 9 (2) Background and development
Print & Digital Research Forum Why MediaScan for advertisement exposure? ma currency since 1996: Media exposure average issue readership (AIR) and Advertisement exposure average advertising page readership (AAPR) AAPR then: Copy tests on page usage for selected "representative" publications Criticism from advertisers and agencies Under-represents out-of-home readership Representative model AAPR now: Improved model > MediaScan Number of page-turns logged directly following each usage event More publications with their "own" page exposure data Page 10
Print & Digital Research Forum MediaScan: 2007 2015 2007 Starting point 2015 ma 2015 Press Media 2008-2009 Preparatory work on method/model 2014 Transfer to ma Press Media 2012-2014 Transition to regular operation 2010-2011 Methodical improvements and model finetuning Page 11
Print & Digital Research Forum 12 MediaScan 2015 Supplementing scanning, daily papers also collect pickups via the ma Interview for "read yesterday", magazines from scanning data only. MediaScan Interview Data Read volume/exposure Read duration/exposure Issue exposures Multiple exposures (for daily papers only) Ø Ad perception AIR Reach AAPR
Print & Digital Research Forum 13 (3) New performance data
Print & Digital Research Forum 14 MediaScan 2015 Both the familiar and new performance values are provided for planning purposes Planning options: 2015 ma 2015 Press Media Excluding multiple per-issue and per-page exposures Including multiple per-issue and per-page exposures Media reach Advertisement reach Reach extension over time for plan evaluation Unchanged AIR Recalculated via MediaScan AAPR New** New AIE (average issue exposure) and pickups* New AAPE (average advertising page exposures) New** *) Daily papers only **) Magazines and weekly papers only
Print & Digital Research Forum 15 Significantly higher advertisement exposure and initial multiple exposures Magazines +75% 133 The advertisement exposure (AAPR) calculated by using MediaScan rises from 76% to 87% of AIR. Index AIR= 100 100 +14% 87 76 At the gross level, incl. multiple page exposures, an index of 135 is achieved, i.e. an issue booking actually delivers around 1.4 advertisement exposures. All public ations AIR AAPR old AAPR new AAPE Source: Simulation dataset General Interest Magazines 2013, ma 2012 II, MediaScan N = 875 cases
Print & Digital Research Forum 16 Significantly higher advertisement exposure and initial multiple exposures Daily papers 187 The recalculated multiple exposure per issue results in an index of 187, i.e. a reader picks up a daily paper 1.87x on average. The ad exposure (AAPR) calculated with MediaScan rises from 81% to 93% of AIR. At the gross level, incl. multiple page exposures, an index of 156 is achieved, i.e. an issue booking actually delivers around 1.56 advertisement exposures. Index AIR = 100 All publicat ions 100 81 AIR AIE AAPR old 93 AAPR new 156 AAPE Source: Simulation dataset Daily Papers 2014, ma 2014 II, MediaScan N = 2,000 cases
Print & Digital Research Forum 17 Development is ongoing The potential of MediaScan has not been exhausted Usage duration Exposure distribution Pick-ups for magazines Engagement More cases are needed for a more differentiated picture of usage characteristics for individual publications. MediaScan data collection will continue into the future Aggregation of multiple surveys required
Print & Digital Research Forum 18 (3) Planning with MediaScan data
Print & Digital Research Forum 19 A schematic media plan Three German weekly news magazines Six insertions each in six weeks period ma 2015 Presse II German-speaking population, 14 years and older Sizel: 100.0 %, 38264 Cases, 69.24 Mio. 2016er Preise 23.9.2015 - Netto Plan 1: 18 von 18 insertions- 1.031.201 Euro E V T 3 stern 5 DER SPIEGEL 5 FOCUS GRP Freq. 9 8 5 6/6 6/6 6/6 Oct 2015 41 5.- 11. 42 12.- 18. X X X 43 19.- 25. X X X 44 26.- 1. X X X Nov 2015 45 2.- 8. X X X 46 9.- 15. X X X 47 16.- 22. X X X 48 23.- 29.
Print & Digital Research Forum 20 The conventional view on performance figures 40 GRP per week 35 30 25 20 15 10 Ad booking period Single media exposure without curves Single ad exposure without curves 5 0 Oct Nov Dec Jan
Print & Digital Research Forum 21 Added by the factor of time 40 GRP per week 35 30 25 20 15 10 5 Ad booking period Single media exposure without curves Single ad exposure without curves Single media exposure with curves 0 Oct Nov Dec Jan
Print & Digital Research Forum 22 And multiple page exposure 40 GRP per week 35 30 25 20 15 10 5 Ad booking period Single media exposure without curves Single ad exposure without curves Single media exposure with curves Multiple media exposure with curves 0 Oct Nov Dec Jan
Print & Digital Research Forum 23 A look at the growth of net reach in time 40 35 30 25 20 15 10 5 0 Cumulated net reach [in percent] Oct Nov Dec Jan Ad booking period Single media exposure without curves Single ad exposure without curves Single media exposure with curves Single ad exposure with curves
Print & Digital Research Forum 24 (4) Where are we
Print & Digital Research Forum 25 Some emotions about MediaScan
Print & Digital Research Forum 26 Some emotions about MediaScan Higher and more valid performance data
Print & Digital Research Forum 27 Some emotions about MediaScan Higher and more valid performance data Explanation for the value and effectiveness of print.
Print & Digital Research Forum 28 Some emotions about MediaScan Higher and more valid performance data Explanation for the value and effectiveness of print. Too deep insights. Print is slow.
Print & Digital Research Forum 29 Some emotions about MediaScan Higher and more valid performance data Explanation for the value and effectiveness of print. Too deep insights. Print is slow. Nobody cares. No perfect fit to traditional reach figures.
Print & Digital Research Forum 30 (5) Outlook
Print & Digital Research Forum 31 Challenges and Opportunities Media research generally has to adapt to the increasingly rapid changes in the media landscape under the heading of individualization and fragmentation. MediaScan could play an important role. Creates a linkage for individual use of titles, situation and state of mind. Provides better comparability with other media on the time scale. Two examples
Print & Digital Research Forum 32 Nr. 1 - Total audience below publication intervals New calculation options
Print & Digital Research Forum 33 Total audience by convention Net coverage brand DIE WELT, weekly reach print, online, mobile + = 6,65 m Print 2,23 m Mobile 1,57 m Online 3,44 m Duplication (Timeframe week) m DIE WELT print/ welt.de 0,243 DIE WELT print/ WELT mobile 0,150 welt.de / WELT mobile 0,231 DIE WELT Print/ welt.de / WELT Mobile 0,038 DIE WELT print: AIR DIE WELT (6x) + WELT am SONNTAG welt.de: online usage (big screen) WELT mobile: mobile usage welt.de/mew and apps
Print & Digital Research Forum 34 The MediaScan shows the structure of reach in time MediaScan data for a weekly 1000 900 800 700 600 500 400 300 200 100 0 Day 1 Day 8 Day 15 Day 22 Day 29 Day 36 Day 43 Day 50 Cumulative Reach Reach per Day
Print & Digital Research Forum 35 Daily reach via simulation 6,65 m + 1,98 m 1 1 /7 Average week Average day including weekly [ :, : week during observation period]
Print & Digital Research Forum 36 Nr. 2 - Integration of MediaScan in the German Hub Survey Utilize synergies
Print & Digital Research Forum Test in spring next year 37
Print & Digital Research Forum Seite 38 Fin This was a quick ride through the MediaScan.
Print & Digital Research Forum Seite 39 Fin This was a quick ride through the MediaScan. Almost the opposite of magazine reading, which is quiet, slow and deep diving.
Thank you for your attention!