MEDIJSKA MJERENJA I ISTRAŽIVANJA ZAGREB 2014 "

     

Research on Press in Germany "      

Gerhard Müller"

     

Rhein Main Presse, Director advertising sales!

     

Agenda

1.  Overview 2.  Circulation analysis 3. Coverage analysis

3.1. For media exposure 3.2. For advertising exposure

4. More facts & figures: Intermedia

OVERVIEW

27  %  

19  %  

14  %  

13  %  

8  %  

5  %  

6  %  

1  %   9  %  TV  

Press-­‐Newspapers  

Press-­‐Magazins  

Press  Free-­‐Newspapers  

Online  

Radio  

Out  of  Home  

Cinema  

Others  

Over all in 2013:15,25 Mio. €

1.1. The advertising budgets in Germany

Source: Zentralverband der deutschen Werbewirtschaft ZAW

1.2. Which informations gives Press to the advertising industry?

a.  Circulation analysis and circulation figures à Print – Newspapers à Print – Free Newspapers à Print – Magazines

b.  Coverage analysis for media exposure and advertising exposure à Print – Newspaper à (Print – Free Newspaper) à Print – Magazines

c.  Effectiveness research à Different types

e. g.

 

(Informationsgesellschaft zur Feststellung der Verbreitung von Werbeträgern e.V.)

(Arbeitsgemeinschaft Media-Analyse e.V. not available für free newspapers)

(AIM -Advertising Impact Monitor)

(Zeitungs Marketing Gesellschaft)

(Auflagenkontrolle der Anzeigenblätter)

CIRCULATION ANALYSIS

2.1. The IVW •  ivw: Informationsgesellschaft zur Feststellung der Verbreitung von

Werbeträgern •  The principle: A neutral and objective data basis for all advertisers •  The member:

–  Advertisers –  Advertising agencies –  Advertising media

•  High acceptance for circulation analysis ! No information about the people, who read press products ! No target group analysis

•  Member of advertising media could be –  single companies –  or an association

•  The organisation is devided in: –  advisory board –  technical commission –  office and audition

•  The membership in the ivw is one condition for a membership in the agma ! ivw: produces informations about the circulation figures of press

products ! agma: produces informations about the people, who read press

products

2.2. How does the ivw work •  Every quarter of a year, the publishes inform the ivw about the average

circulation figures •  The ivw checks twice a year the informations of their member with auditors •  Not only the informations about the average circulation of each title is

availible: –  the ivw publishes a list with the average circulations of each title in each

community

! The advertising industry gets the comparison of the competition power

An example for the circulation analysis

•  Information about: à The average circulation of printing à The average circulation of total circulation à The average circulation of paid circulation à seperated between:

-  suscription -  newsstand -  other circulation (i.g. not fully paid circulation, aeroplanes etc.)

   

Ausgaben  (edi-on)  

ZIS-­‐Schlüssel  

Verkau;e  Auflage  (paid  circula-on)  

Verbreitete  Auflage  (spread  circula-on)  

Druckauflage  (print  circula-on)  

der  ZMG   Mo.-­‐Fr.   Sa.   Mo.-­‐Fr.   Sa.   Mo.-­‐Fr.   Sa.  

Rhein  Main  Presse  

100070   174.846   192.281   177.430   195.049   189.639   212.169  

Source:  IVW,  2.  Quartal  2014  inkl.  epaper  

COVERAGE ANALYSIS FOR MEDIA EXPOSURE AND

ADVERTISING EXPOSURE  

3.1. The construction of the agma

•  agma: Arbeits-Gemeinschaft-Media-Analyse •  The agma is a JIC (Joint Industry Commitee) •  The principle: An agreement between

-  advertisers -  advertising agencies -  advertising media

•  240 members •  High acceptance for coverage research

! No research für advertising effects ! No cost per thousend, no price lists etc. ! These are the duties of the sales management of each

media category

Newspapers    

 Poster  

Magazines  

TV    

Online    

Radio    

3.2. Coverage analysis for media exposure

•  A common questionnaire construction for press (magazines and newspapers)

•  The agma uses a recent reading model •  This is based on -  aided recall -  CASI (Computer-Assisted Self-Interviewing) -  a common research for Press-Newspapers and Press-Magazines -  the german speaking population 14 years and over -  a random example -  coverage dates for each Newspaper (and each Magazine) -  i.e. 351 interviews at minimum for each title (magazine), each circulation

area (newspaper) ! Not availible for free Newspapers because of the high numbers

of titles with small circulation (over 1.000 free Newspapers in Germany – very high costs!)

3.2. Coverage analysis for media exposure

The basis: •  38.000 interviews p.a. •  Because of the detailed analysis of 650 daily Newspapers titles and a lot of

split runs Accumalation of the interviewer of two years à about 80.000 interviews

•  Media analysis for Newspapers is published once a year, for Magazines

twice a year •  Three groups of newspapers -  Regional newspapers (e.g. Wiesbadener Kurier) -  National newspapers (e.g. FAZ) -  Newsstand papers (e.g. BILD)

3.2. The concept of survey Recent Reading Modell with aided Recall

Questionnaire: ca. 40 pages, knowledge und use of Press-Magazines and Press-Newspapers ……  

3.2. An example for the results

3.2. Strenght and disadvantages

•  ma-CASI Strengths: –  achievable representativeness –  independence of longer willingsness to register data –  financeable large base, and therefore… –  …reach values also for small titles and target groups

•  Disadvantage: –  no additional information on exposure accumalation over time, reading

duration, multple exposures, etc.

! Important for improving quantitative and qualitative print planning

3.3. Coverage analysis for advertising exposure

•  Until yesterday: Copy Test •  Starting now: Media Scan + Diary for scan à First analysis will be published in January 2015 •  Optimization of the current advertising exposure: -  Page reach -  Page OTS (Opportunity To See) -  Exposure accumulation (Magazins) -  GRP‘s

3.3.Results of the Media Scan Tests

3.3.Results of the Media Scan tests

3.3. The construction of the Media Scan

MORE FACTS & FIGURES: INTERMEDIA

4.1. The „old“ Intermedia

•  Every media category fincance her own survey –  Press (Magazines & Newspapers) –  Radio –  TV –  Out of Home

•  A single source study does not exist •  The agma uses data fusion to bring them together, based on the Press

survey –  consensually agreed currency prioities –  overlap patterns for media usage in media mix –  a strategic planning element

4.1. The „old“ Intermedia

•  But: It lacks online !  •  The challenge:

1.  To get internet in the Intermedia 2.  To join more informations about consumers and their usage of media 3.  High quality – but able to be financed

4.2. The agreement: 3 in 1

3.2.1. Optimum surveying of primary overlap patterns within existing media tranches: Including questions on media usage of other media categories in exisiting

questionnaire

Single sourced overlap patterns

To improve the fusion process

 

4.2.1. Optimum surveying of primary overlap patterns within existing media tranches:

Single sourced fusion variables Evaluation on detailed level (on singular insertion unit) Comparatively lower costs

   

4.2.2. Hub Survey

HUB  

Radio  

Press  

Online  TV  

Posters  

Self-contained survey across all media categories  

Single sourced overlap patterns

Anchor study: intramedial reach surveys docked into

Electronic diary records media usage over time (PDAs, smartphones) + mapping data

Single sourced overlap patterns

To improve the fusion process

   

4.2.2. HUB Survey gives further informations

4.2.2. HUB Survey

    Single source (individual media + category level) Detailed info time-based media usage

High Costs !! Negative effects on response rate and representation

4.2.3. Client Recruiting

•  The Method: -  at the end of each interview ! The request to take part in a following online research -  it starts with a short online survey, followed by making the browser with a

„Tag“ (using a cookie)

•  The Results: -  between 12 and 25 % of the interviewed persons accepted the following

online survey à The agma uses a not trivial fusion to bring the three ways together in

one result – on the market since now!

Thank you for your attention!