GALLUP Grunnlag for bedre beslutninger 1 The Internet in Norway Methods, The market, Electronic newspapers: An update EMRO meeting 16 June 1998, Madeira, Portugal Helge Holbæk-Hansen Norwegian Newspaper Publishers’ Association Knut-Arne Futsæter, Norsk Gallup Institutt A/S

GALLUP Grunnlag for bedre beslutninger 2 Introduction During the last year both the access to and the use of Internet have continued to grow rapidly in Norway. However, the optimistic growth rates for WEB advertising have failed to materialise. The advertisers requires certainty from an independent third part to give them confidence in the mess of different figures. The Internet marked desperately needs international standards.

GALLUP Grunnlag for bedre beslutninger 3 Reach - medium Circulation Attention Comm. effect Sales effect? Reach - ad Distance between buyer and seller Advertiser Ad sales rep Advertising dependent Advertising independent

GALLUP Grunnlag for bedre beslutninger 4 Interview surveys Advantages  We know the respondent, and have demographic and psychographic data.  Comparable data with other media.  Connection to market information (Consumer & Media’s target group information). Disadvantages  Only relevant for large Web sites and their main pages.  Limited level of detail on Internet data - only on media/title level.

GALLUP Grunnlag for bedre beslutninger 5 PC meters Advantages  Knowledge of the respondent.  Demographic and to an extent opportunities for other variables, although this are limited.  Comparable figures.  High degree of detail by which single pages, advertisements and click- throughs for advertisements can be measured.  Surfing patterns can be tracked. Disadvantages  Expensive.  Panels are vulnerable to fast changes in the universe; a characteristic of the Internet!  Only possible in the home market, because access to workplaces is doubtful.  Only the most popular sites will be measure the most popular sites.  Samples being far too small.

GALLUP Grunnlag for bedre beslutninger 6 Server measurements Advantages  High degree of detail whereby one can measure single pages, advertisements and click-throughs for advertisements.  Quick and effective reporting.  Inexpensive collection. Disadvantages  Poor knowledge of the respondent.  Does not register the number of different users.  For the time being there is no joint registration device and calculation method, and consequently no comparable figures.  No validation possible  SERIOUS technical problems such as search engines, cookies, frames, proxy, caching, refreching etc.

GALLUP Grunnlag for bedre beslutninger 7 How undercounting occurs UserUserUserUser UserUserUserUser Fire- Wall Proxy Server PC Cache RAM Cache Server (log file) No Counting

GALLUP Grunnlag for bedre beslutninger 8 The WebMeasure system  WebMeasure overcome the caching problem by measuring in the web browser rather than at the server.  This product is developed by SOFRES: IMR in Australia. TN SOFRES have ambitions to be the single standard for Internet audience measurement worldwide (  WebMeasure is now operational in Europe, Australia, North America and Asia and, have been established as the Internet measurement standard in Australia.  At the moment WebMeasure consist of three modules:  WebMeasure main platform which, measure sites and page exposure.  WebMeasure Demographic module which, show who the visitors are.  WebMeasure AdMeasure module which, measure ad exposure. BEYOND SERVER LOG FILES (Andrew Jarret 1998) in The Worldwide Internet Seminar 1998

GALLUP Grunnlag for bedre beslutninger { Site visit Central variables: Site visit, page exposure and ad exposure Page exposure Ad exposure

GALLUP Grunnlag for bedre beslutninger 10 WebMeasure is a browser based measurement Installation  A unique Java applet is installed on each site to be measured. This applet contains a unique code and a program communicating with an external server on visits.  The net sites only need to install a WebMeasure HTML. code (approximately 4 lines) into their net sites.  Measuring is initiated immediately. Data sampling  Data are sampled from each browser, i.e. not from the server.  WebMeasure is cached along with a WEB page.  Only those accesses that have been downloaded completely from a WEB browser are counted.

GALLUP Grunnlag for bedre beslutninger 11 How WebMeasure worksGallupNexus UserUserUserUser UserUserUserUser Fire- Wall Proxy Server PC Cache RAM Cache Server (log file) BEYOND SERVER LOG FILES (Andrew Jarret 1998) in The Worldwide Internet Seminar 1998

GALLUP Grunnlag for bedre beslutninger 12 WebMeasure versus PC meter panel and server measurement PC meter panels  PC meter panels have weakness due to size and composition of the sample.  Even a panel of are not able to give data from all sites which are of commercial interest.  Are not representative of business and schools.  Expensive to run. Sever log based systems  Undercounting due to caching  Overcounting due to search engines  No validation possible.

GALLUP Grunnlag for bedre beslutninger 13 AdMeasure and demographic modules AdMeasure module  AdMeasure counts number of persons exposed to an ad.  AdMeasure counts the exact number of persons exposed to a specific ad irrespective of where the ad is localised. Demographic module  Net sites and advertisers need to know who is visiting the site, specific pages and specific ads.  WebMeasure contains a model which gives this demographic information.  Randomly sample visitors to a WEB site.  Pop up survey is used.  Variables such as: Gender, age, occupation, income, country of residence. 

GALLUP Grunnlag for bedre beslutninger 14 Web interviewing by Pop-Up Surveys See part 2 (Internet Data Collection Methods) in The Worldwide Internet Seminar arranged by ESOMAR in Paris 1998.

GALLUP Grunnlag for bedre beslutninger 15 On-line reporting

GALLUP Grunnlag for bedre beslutninger 16 Have used the Internet Have access to the Internet Have looked at the page Have looked at the advertisement Sales effect? Have used the electronic service How will the measurement challenge be solved Interview surveys: Gallup’s InterBusiness Gallup’s InterBuss Gallups InterTrack Gallup’s WEB Topp WebMeasure

GALLUP Grunnlag for bedre beslutninger 17 Consumer & Media and Gallup’s WEB Topp  Consumer & Media, which is the leading multi-media concept in Norway (see the Norwegian Activity Report) measure access and use of Internet with a nationally representative sample of 30,000 private persons aged 13 and more. Gallup‘s WEB Topp  In an agreement with NAL and other organisations, we measure Norwegian newspapers that are on the Internet and pure electronic titles/media.  Weekly (estimated from the frequency question) and daily reach (yesterday) are measured by Consumer & Media.  Data are reported to the customers by , made available electronically by Pulsar Internett and published on Gallup’s homepage.  The monthly and quarterly reporting are always covered by the leading newspapers (print) and of course by the electronic newspapers. Source: EMRO paper from 1997 under the same title.

GALLUP Grunnlag for bedre beslutninger 18 Questions 1. Access to the Internet Do you have access to the Internet at home, at work, at school or other places? 2. Monthly reach of the Internet Excluding sending and reading electronic mail, have you used or logged onto the Internet during the last 30 days? 3. Daily reach of the Internet: (Have used the Internet the last 30 days). Excluding sending and reading electronic mail, did you use or log onto the Internet yesterday? 4. Weekly reach of electronic titles: (Have used the Internet the last 30 days). How many of the last seven days have you visited.....(title name) on the Internet? 5. Daily reach of electronic titles: (Have read at least one day in question 4.) Did you visit... (title name) on the Internet yesterday? Questions from August 1997

GALLUP Grunnlag for bedre beslutninger 19 The development of Internet in Norway Total access to Internet May % were connected to Internet, compared to 13% in November % were connected at home, 19% at work and 10% at school. The home marked is growing most rapidly, and have been doubled in the last year. Monthly reach 26% have logged onto the Internet in the course of the last 30 days. Daily reach The Internet has an average daily reach of 10%. Source: Consumer & Media. Gallups InterTrack. All persons aged 13 and more. Prosent

GALLUP Grunnlag for bedre beslutninger 20 The Internet compared to other media Source: Gallup’s Media Barometer 1996 of May Average daily reach for all weekdays for the largest radio and TV channels, Text-TV and the Internet. Percentage. Daily reach of electronic media

GALLUP Grunnlag for bedre beslutninger 21 The use of Electronic Newspapers in Norway Source: 6148 interviews during weeks , 3907 interviews during weeks and 3447 interviews during May 1998 from Consumer & Media. 36,334 persons equal 1%.

GALLUP Grunnlag for bedre beslutninger 22 Gallup’s WEB Topp: Weekly reach of the electronic titles Source: Approximately interviews from first quater of 1998 from Consumer & Media. 36,334 persons equal 1%.

GALLUP Grunnlag for bedre beslutninger 23 Daily reach of the largest online editions Source: 6148 interviews during weeks , 3907 interviews during weeks , approximately interviews from first quater of 1998 and 447 interviews during May 1998 from Consumer & Media. 36,334 persons equal 1%.

GALLUP Grunnlag for bedre beslutninger 24 Who are the weekly readers of VG.no? (1) Source: Consumer & Media 98/1.

GALLUP Grunnlag for bedre beslutninger 25 Who are the weekly readers of VG.no? (2) Source: Consumer & Media 98/1.

GALLUP Grunnlag for bedre beslutninger 26 The Gallup Compass for VG.no (3) Source: Consumer & Media 98/1.

GALLUP Grunnlag for bedre beslutninger 27 The surfers are attractive consumers Annual consumption more than NKr 5.000; books, computing, entertainment and music amongst those visiting VG.no during one week. The possibility of finding a consumers spending more than NKr is 42% greater amongst the weekly visitors of VG.no compared to the rest of the population. Source: Consumer & Media 98/1.

GALLUP Grunnlag for bedre beslutninger 28 Double coverage  visited VG.no during one week between August 1996 and July 1997 while the standard printed edition had an average of readers.  of those visiting VG.no during one week read one printed edition as well.  On average 57% of the weekly readers of VG.no read an additional printed edition. Source: Consumer & Media 98/1.

GALLUP Grunnlag for bedre beslutninger 29 Advertising on the Internet in Norway Source: Carat Inter-Media AS (

GALLUP Grunnlag for bedre beslutninger 30 Advertising turnover 1997 in Norway TV Newspapers W. mag. Trade j. Radio Billboards/Posters Cinema Source: Carat Inter-Media AS ( Internet

GALLUP Grunnlag for bedre beslutninger 31 Political implications and future perspectives  Last year we reported the initiative of Norwegian Newspapers to establish standard measurements and the acknowledgement that we need international standards in this marked.  This February a broadly composed group was established in order to develop a joint system for measurements.  A brief summary would describe the situation as follows:  There is an agreement to co-operation between the parts involved.  The co-operation should preferably include electronic measurement and possibly one interview based measuring system as well as agreement on standard definitions.  The present challenges are of a technical rather than of a political sort. What is the situation in your country ? Hege: NB: Teksten på notatsiden er for lang Hege: NB: Teksten på notatsiden er for lang

GALLUP Grunnlag for bedre beslutninger 32 Thank you!