Measuring the Radio podcast audience. Arnaud de Saint-Roman Médiamétrie
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1 Measuring the Radio podcast audience Arnaud de Saint-Roman Médiamétrie
2 AGENDA Some definitions Mediamétrie s measurements challenges for podcasting 1. Equipment 2. Download count 3. Usage 4. Audience measurement issue Summary
3 Some definitions Audio Streaming : reading of an audio stream on an Internet site or blog. Live Radio => all programs 24h/24 for all radios proposing this service (hundreds in France) New channel for terrestrian radios or Genuine web Radio => New channels for radio listening, independent of FM coverage. No FF, no ad skipping. Radio On Demand => one can only choose programs proposed by the radio station
4 Some definitions Audio Downloading : transmission of audio file from a computer to another one. => freedom of time of listening vs radio broadcast, rehearsal, FF, FR ad skipping Audio Podcasting : RSS subscription to download podcasts (audio files via Internet). Allows automatic download of files on computer, for a lecture on PC or personal stereos devices (mp3). =>freedom of time and location of listening, comfort, facility, FF, FR, ad skipping.
5 Radio streaming & podcasting, 2 Delayed streaming Delayed 3 Podcasting Listening to a radio program after having it downloaded from the Internet or after subscription to a podcast Listening to a radio program via the website of the station 1 Streaming «live» Listening to the radio directly on Internet
6 Podcasting = Freedom for radio and music listening
7 Médiamétrie s measurement solutions for podcasting 1. Equipment 2. Download count 3. Usage 4. Audience measurement issue
8 Tracking Radio Podcast : current barometers 1- Equipment barometer (homes, individuals) Computers, MP3, MP3 with FM, FM walkman, Cellulars with MP3 Poll : Reference des Equipements Multimedia Médiamétrie GfK FtoF home itw 2- Downloading count SiteCentric platform : CybereStat (Médiamétrie) 3- Listening / usage barometer 4- Audience Poll : Observatoire des Usages de l Internet CATI itw.?
9 1-Equipment (France) Equipment (Individuals) MP3 Personal stereos Equipment (Homes) 28,1 Médiamétrie/GfK REM July-Sept ,2 Computer x Internet 12,6 10,9 8,4 Walkman x Radio MP3 x Radio Cellular x Radio Médiamétrie / GfK REM Radio Equipment March 2006
10 2-Podcast Download Count CybereStat (Site Centric) Measurement of audio podcast downloads Continuous 365/365 Tagged podcasts only
11 2-Podcast Download Count Methodology of Site Centric - CybereStat Médiamétrie tracks the downloads of a Podcast via its site centric platform of measures (CybereStat). Method of redirection towards a radio program.
12 2-Podcast Download Count Indicator : number of downloads Daily, weekly, monthly By program By platform (i-tunes, Winamp ) By geographic origin (country, town)
13 Downloads : number and evolution Number of podcasts downloads Evolution vs previous year
14 Number of downloads of podcasts by hour Downloads by hour
15 First test results : an example STATION S PODCAST DOWNLOADS July August September October Mediametrie CybereStat Test for Station S
16 3-Podcast usage Poll (barometer) Measurement of streaming and audio podcast listenings Continuous Quarterly results interviews CATI 11 + per quarter
17 3-Podcast usage Indicators Podcast awareness Pop. who already used radio podcast Pop. who already listened to radio with delay Last listening date of radio podcast Listening habits of radio podcast Download rate of podcast Last radio podcasts listened to (by radio and program) Caution : low number of respondents => need to add up x waves
18 3-Podcast usage : some first results (France) Already listened to the radio via Internet Direct (streaming) 16 % Delayed On demand streaming 7 % After downloading (podcast) 3 % Mediamétrie OUI : July-Sept
19 Already listened to an audio podcast (3 % pop.) : low recency 47% 5% 12% 36% Today + Yesterday < 7 days < 1 month over 1 month Mediamétrie OUI : July-sept 2006 adults 11+
20 Already listened to an audio podcast (3% pop.) : low frequency 2% 13% everyday or almost weekly 54% 31% monthly seldom Mediamétrie OUI : July-sept 2006 adults 11 +
21 3-Podcast usage : some first results (France) Few quoted stations Penetration % 0,7 % 0,3 % 0,2 % 0,1 % Quoted stations 1 talk 1 musical 1 talk 1 thematic (culture) 1 talk 1 talk 4 musical (including classic) Mediamétrie OUI : July-sept
22 4-Podcasting Audience Measurement issue
23 Radio audience measurement today in France (national) Two radio surveys in France (current) Main Complementary « Radio» «Panel Radio» CATI Self completion Diary Adults Adults13+ Last 24 hours 3 consecutive weeks (Today 5am-5:30 pm, QH precision yesterday 5:30 pm today 5am) ½ QH precision
24 Radio audience measurement today in France Current s questionnaire on radio audience includes radio listening through Internet and TV (since 2003) Need to know how respondents declare their delayed listening (when occurs) Tested in March 2006 : on respondents to Results : 0,4 % had listened to a delayed radio program during the last 24 h 1/2 had reported spontaneously their delayed audience 1/2 had not
25 Issues for Podcast audience measurement If people remember their time of podcast listening, do they remember (as precisely as for live radio) the real date or episode of the programme listened to? the duration and part of radio programme they really listened to?
26 Issues for Podcast audience measurement Anyway, how to merge these informations with the QH/QH audience currency? Market s answers (for now) No need to merge (ad market is different) Only need to have dedicated trackings on podcast downloadings on podcast listenings (station, programme)
27 Issues for podcast audience measurement And tomorrow? When same accuracy needed for podcasting audience measurement as for live radio listening Personal meters answer? Earphones issue Cost issue
28 Summary Radio podcasting : an exciting new way of obtaining and listening radio programmes For listeners : freedom of time and location For broadcasters : inventing new forms of radio For advertisers : new opportunities of sponsoring and short ads For research organisations : an alternative way of measurement, difficult to reconciliate with current audience measurement. Complementary surveys, with less accuracy than audience currency New challenge for personal meters
29 Thanks
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