RADIO RATINGS MEDIA TOOL KIT

Transcription

1 2014 RADIO RATINGS MEDIA TOOL KIT

2 UNDERSTANDING THE NEW RATINGS By future-proofing radio audience measurement with the introduction of online e- diaries and the incorporation of new technology during recruitment, GfK are ensuring that all Australians are provided equal opportunity to contribute to and participate in the radio ratings. Evolving Survey Methodology To ensure all radio listeners continue to have a voice, we ve created more ways of interacting with them. 80% recruited face-to-face, completing paper diaries 20% recruited online, completing e-diaries The online recruitment allows for daily checking of sample quotas and compliance. e-diaries can be accessed on computers, tablet pcs, or smartphones. See the section on Collecting the Radio Ratings for further detail on the survey methodology. New Technology In Field Fieldwork interviewers will now use a tablet PC to capture respondent data. This makes it easier for interviewers and allows real-time management of fieldwork information to ensure quotas for difficult to reach demographics are met to deliver representative sample composition. AudienScope AudienScope is a survey of 5,000 respondents per year, conducted quarterly. AudienScope complements the ratings by building a more holistic view of radio listeners by getting to know who they really are. We look at things like response to advertising, emotional connection to stations, and motivations for listening. Gold Standard Software Accreditation Commercial Radio Australia have developed a Gold Standard Accreditation program for multiple software companies to provide radio audience measurement software to subscribers in Australia. This means that subscribers to the radio ratings data have a choice of software systems. GFK Radio Probe is the software supplied by GfK for the Australian market For more information regarding Gold Standard Accreditation or Gold Standard Accredited software suppliers please contact Commercial Radio Australia on

3 SYDNEY RADIO - SURVEY Share Movement (%) by Demographic, Mon-Sun 5.30am-12midnight Station People 10+ People People People People People People 65+ This Last +/- This Last +/- This Last +/- This Last +/- This Last +/- This Last +/- This Last +/- 2CH GB UE DAY KIISFM MMM NOVA smoothfm WSFM ABC RN NEWSR JJJ ABCFM Share Movement (%) by Session, P10+ Mon-Fri Breakfast Morning Afternoon Drive Evening Weekend Station Mon-Fri 5:30am-12mn Mon-Fri 5:30am-9:00am Mon-Fri 9:00am-12:00md Mon-Fri 12:00md-4:00pm Mon-Fri 4:00pm-7:00pm Mon-Fri 7:00pm-12:00mn Sat-Sun 5:30am-12mn This Last +/- This Last +/- This Last +/- This Last +/- This Last +/- This Last +/- This Last +/- 2CH GB UE DAY KIISFM MMM NOVA smoothfm WSFM ABC RN NEWSR JJJ ABCFM Please note: Survey supplied by GfK; Survey supplied by Nielsen. Please take into account if comparing Survey and Survey results Market Share Is the percentage of the total radio listening audience in that market, in a defined period, that is tuned to a particular radio station. For example: "During Mon-Sun 5:30 AM -12 midnight, X% of the available listening audience was to radio station XYZ Survey Period: Sun Jan 19 - Sat Mar 1 Copyright (c) Commerical Radio Australia Ltd. All Rights

4 2014 RADIO SURVEY SCHEDULE Week no. Survey Weeks Sunday - Saturday Sydney Melbourne Brisbane Adelaide Perth Newcastle Canberra Gold Coast Tweed 1 Dec 29 Jan 4 2 Jan Feb 1 6 Feb Mar 1 10 Mar Apr 5 15 Apr S1: May 2 S1: Apr 30 S1: May May 3 19 May Jun Jul 5 S2: Jul 9 28 Jul Aug 2 S2: Aug 8 S2: Aug 7 32 Aug Sep 6 37 Sep S3: Oct Oct 4 41 Oct Nov 1 45 Nov 2 8 S3: Nov 14 S3: Nov Dec 6 50 Dec Metropolitan Release: Survey #1 - Tue Mar 11 Survey #2 - Thu April 24* Survey #3 - Tue June 3 Survey #4 - Tue July 8 Survey #5 - Tue Aug 26 Survey #6 - Tue Sept 30 Survey #7 - Tue Nov 11 Survey #8 - Tue Dec 16 Easter Weekend School Holidays *Metro S2 moved to Thursday due to Easter Monday public holiday. Survey Release dates for Regional markets are noted against S1, S2 and S3 on the schedule.

5 HOW THE RATINGS ARE COLLECTED From 2014, the radio ratings survey is conducted using a multi-mode methodology, with 80% door-knock recruitment for the paper diary and 20% online recruitment for the e-diary. The Sample Design & Size Sample Design: The paper diary sample is selected using a stratified multistage probability sample, where respondents aged 10 years and over, are randomly selected using a Birthday Recruitment method. Each market is split into geographic regions which are then further divided into Statistical Areas (SA1). Census data from the Australian Bureau of Statistics (ABS) is used to calculate the quota of respondents required in each SA1 to ensure the final sample reflects the total population. Each SA1 is then split into interviewing areas (IAs), with a detailed map drawn ofeach IA. Each block within an IA is prescribed a block number. The blocks are numbered using a process called the serpentine curve, and to maintain randomness each map is assigned a different start block, with each block then worked in order. In order to reach the required sample size, four people/diaries per IA are recruited. Paper Diary Sampling is sequential over time, with up to four calls being made on each selected household, spaced across several survey periods. Interviewers rotate their calls over different times of the day to give full opportunity for all types of households to participate. Metropolitan Markets: for survey wave 1, one sixth of the selected IAs are surveyed each week (six week wave), for survey wave (2-8), one fifth of the selected IAs are surveyed each week (five week waves), ensuring an even spread across the survey wave. Data from two consecutive waves are combined to produce the survey reports. Regional Markets: for each survey wave, one eighth of the selected IAs are surveyed in the selected weeks, ensuring an even spread across the survey wave. Data from two consecutive waves are combined to produce the survey reports.

6 HOW THE RATINGS ARE COLLECTED The Paper Diary & Placement A GfK Sticker Diary is used by 80% of respondents, across both Metropolitan and major Regional markets. Each Diary contains space for the respondent to record their radio listening for a period of up to 9 days commencing on a Friday (dependent on the day the Diary is placed). In the Sticker Diary, each column heading is blank and a separate sheet is supplied with stickers bearing the names of each radio station that can be received in the market (a separate sticker per station). The respondent selects stickers for the station(s) they listen to, and places them on the blank column headings. Those column(s) are then used to record all listening to the station(s). Blank stickers are provided for the respondent to record listening to any radio station that does not have a pre-printed sticker. Up to eight columns are provided for stickers in each diary, with additional pages provided to record listening if more than 8 stations are listened to. Paper Diary Design: Metropolitan and Regional Markets For each day (midnight to midnight), time is listed in quarter hours down the page for a 24 hour period, with listening information recorded for each station listened to (eight minutes or more) by placing crosses in the appropriate squares. There are additional columns provided for the respondent to record their place of listening at work, at home, in car or elsewhere; and to record the device they used to listen to the radio AM/FM Radio, Internet and Digital Radio and whether listening occurred on a mobile phone or tablet. The Diary also contains a two-page lifestyle questionnaire, as well as information about the purpose of the survey and the importance of accurately recording their listening or non-listening behaviour.

7 Paper Diary placement is made face-to-face by specially selected and trained interviewers who are managed by Field Supervisors. One person is selected in each household, using a random selection process of identification called the Last Birthday Method (LBM). (i.e. the household member aged 10 or over who has had the most recent birthday). GfK interviewers record all recruitment information electronically via a tablet PC (CAPI), allowing live management of quota requirements and instant feedback on completion rates. Paper Diary Placement: Metropolitan To ensure year olds are recruited in line with the population, interviewers can proxy place a diary with the parent, partner or guardian of the selected respondent. Quota recruitment can also be used to recruit year olds if there is a shortfall of year olds recruited using LBM. During the Diary placement the interviewer personally demonstrates how the paper-diary is to be completed (a demonstration page is included in each diary) and informs the respondent of the privacy considerations (detailed on the GfK website). They also explain the lifestyle questionnaire and inform respondents that they will be entered in a draw to win a prize for completing the survey. All calls to establish contact are made on Thursday, Friday and Saturday, with the time rotated between day, night and Saturday according to an established procedure. Each interviewer works through a list of areas in a different order to the previous wave, this way the timing of calls on any one home alters from wave to wave to increase the contact rate. If the respondent identified through LBM is not at home at the time of placement, a leaflet is left explaining the purpose of the survey and the importance of accurate recording of their listening or non-listening. This is left to reassure the potential respondent that the project is legitimate and worthwhile. If a respondent declines to participate (due to busy/going out etc.) but does not refuse outright, they also receive the explanatory leaflet. These respondents are contacted again in subsequent waves to attempt to obtain their participation. The leaflets can also be left at unattended homes so that when the interviewer calls back in a future wave, the household members are better prepared for recruitment.

8 HOW THE RATINGS ARE COLLECTED Diary placement in major Regional markets is made both via face-to-face (50% of sample) by specially selected and trained interviewers who are managed by Field Supervisors and via Computer Aided Telephone Interviewing (CATI) (30% of sample). The remaining 20% of the sample is recruited online for the e- diary. Paper Diary Placement: Regional Face to Face & CATI Household Flooding methodology is used in these markets; this requires diaries to be placed with all people living in the household aged 10 years and over. The interviewer recruits the household through a person living in the household aged 18 years and over, and all household recruitment information is recorded electronically via a tablet PC (CAPI) or during the CATI recruitment. Each diary owner s name and an identifying person number is recorded on the front cover of their diary as well as the dates for listening and date the diary will be collected. The interviewer conducts the demonstration with the person at the door and, where possible, the other members of the household. They also explain privacy considerations, the lifestyle questionnaire and inform respondents that they will be entered in a draw to win a prize for completing the survey. For CATI placement, phone sample is split by geographical post codes and is used to recruit households to participate in the survey. All household recruitment information is recorded electronically. Diaries are posted to the household and each diary has the owner s name and identifying person number recorded on the front cover of each diary as well as the dates for listening and date for posting the diaries back (a reply paid envelope is included with the diaries). After the diaries have been posted, a call is made to the home to confirm the diaries have been received by the household and to ask them to start recording their listening. Households are called mid-week to follow up on progress and make sure that the diaries are being completed. At the end of the survey another call is made to thank the household, advise that the survey week has ended and to request that the diaries be posted back. Mid week Calls to Respondents A mandatory telephone call on Tuesday or Wednesday is made to the respondent/household during the week of diary completion. The purpose of the mid-week call is to remind the respondent to participate in the survey, enquire whether they require clarification of what they are to do, and to confirm the diary collection day and time. The mid-week call also offers the opportunity for quality control checks to be made, with respondents asked a series of validation questions about themselves, their household and the interviewer s recruitment process.

9 Sunday Collection: Metropolitan and Regional A telephone call is made on Saturday evening to confirm an approximate time for diary collection and to check that the diary has been completed fully, including the Lifestyle Questionnaire. On Sunday at the end of each survey week, the interviewer conducts up to two personal collection visits to the respondent s home in an effort to collect and clarify the diary in person. If not at home on the second visit, the interviewer will leave a pre-paid envelope and a thank you card asking for the diary to be returned by post. Paper Diary Data Collation Once completed diaries are returned to GfK, they are subject to result coding by experienced staff members, independent of field interviewers. A diary may be given one of three codes; Usable, Nil Listening or Unusable. In-office coding procedures aim to check the consistency of diary records, and the coding department will follow up with respondents to clarify information where necessary.

10 HOW THE RATINGS ARE COLLECTED The e-diary e-diary Design The GfK e-diary is designed to replicate the content of the GfK paper diary, with the exception that all stations that are printed on the stickers for the paper diary are pre-listed in the station drop down list for the e-diary and an option to select Other. The e-diary collects quarter hour listening data from the respondent for a seven day period commencing on a Sunday and finishing on a Saturday. Respondents can access their e-diary from anywhere using their unique diary login and password. The e-diary can be completed from home using a personal computer or tablet or even on the move using GfK s mobile diary (m-diary) which can be accessed via any mobile internet browser. Information entered via either the e-diary or m-diary is synchronised so that a respondent who enters listening via their m-diary will see that listening reflected in the e-diary entries. The e-diary prompts respondents to enter their listening at a quarter hour level when they have listened to a station for eight minutes or more. Each day is split into two time periods from 6am to 6pm and from 6pm to 6am the next day. Once the respondent selects a station and quarter hours of listening, the e-diary then prompts the respondent to complete the place of listening, the device on which they listened, and whether they listened on a mobile phone or tablet PC. Once the respondent completes their e-diary they are asked to complete the lifestyle questionnaire, before finally submitting their diary. All e-diary data is verified by inbuilt logic checks to ensure that respondents enter all requested information, eliminating the need for further data entry and coding.

11 OUR GFK RADIO TEAM Dr Morten Boyer Mark Neely Murray Shattock Deb Hishon General Manager Research Director Group Account Senior Account Director Director How many people will be surveyed each year? Jeremy Adams Head Of Field Christine Wright Field Manager Over 60,000 people each year with 8 capital city surveys in Sydney, Melbourne, Brisbane, Adelaide, and Perth; and 3 regional surveys in Newcastle, Gold Coast Tweed, and Canberra. Capital cities surveys* release dates:» Survey #1 - Tuesday March 11 Survey #2 - Thursday April 24 Survey #3 - Tuesday June 3 Survey #4 Tuesday July 8 Survey #5 - Tuesday August 26 Survey #6 Tuesday September 30 Survey #7 - Tuesday November 11 Survey #8 - Tuesday December 16 * Capital city radio ratings summaries by market will be available at 10:00 am EST on survey release day. Regional surveys release dates:»»» Newcastle: May 2, Aug 8, Nov 14 Canberra: Apr 30, Jul 9, Oct 1 Gold Coast Tweed: May 8, Aug 7, Nov 13 About GfK GfK is a market research agency with a difference. We have a strong academic heritage, and think that market research should be approached scientifically. Our majority shareholder is the GfK Verein, a not-for-profit body whose remit is to invest in the improvement of research practices for the benefit of the entire market research industry as well as the general scientific community. We hold seven industry-appointed RAM contracts in Europe, including Italy where we oversaw the revival of radio currency after a lengthy period of inactivity. We also pioneered the introduction of e-diaries in The Netherlands market over 10 years ago. As a result of the successful roll-out of e-diaries in that market, we subsequently launched a mobile version of the e-diary for smartphones and tablets, which has been introduced to the Australian RAM in Technological Expertise We have a unique view of the future of media, through our expertise in technology trends. In Australia, and around the world, we monitor the sales of technology products (e.g., smartphones, tablets, PCs, TVs) as well as the behaviour of technology consumers. This means we are the first to know when new media devices reach a critical mass of adoption and how this inevitably changes the way people engage with their new technology to access content. This knowledge will give the Australian radio industry an edge in the race to own the future of media audiences. FOR MORE INFORMATION Contact the GfK Radio Team on (02) GfK. Growth from Knowledge