DAILYMETRIE: A daring approach for news brand audience measurement February 2015 Presented by: Ilse Peeters (Research Manager – De Persgroep Publishing) Antoon Van der Steichel (Research Manager – Ipsos)

BACKGROUND

Newspapers Digital PRINT & DIGITAL TRADITIONAL & MOBILE News brands are multimedia PRINT & DIGITAL Newspapers TRADITIONAL & MOBILE Digital

Use of different touchpoints during the day morning office on the move

BUT MEASUREMENT HAS ONLY PARTIALLY EVOLVED MEDIA HAVE EVOLVED

Our challenge We are a daily medium and want to see this reflected in our reach parameters. 1 2 We are multi-platform and we want to provide insights on the different touchpoints and their consumers. 3 We want to demonstrate the performance of the advertisements through all of our platforms in a single campaign report, based on net reach, GRP, OTS, …

And budget friendly, user friendly for respondents Our challenge DAILY INFORMATION We are a daily medium and want to see this reflected in our reach parameters. 1 And budget friendly, user friendly for respondents MULTI MEDIA INFORMATION 2 We are multi-platform and we want to provide insights on the different touchpoints and their consumers. 3 We want to demonstrate the performance of the advertisements through all of our platforms in a single campaign report, based on net reach, GRP, OTS, … PANEL INFORMATION

SMS data collection An SMS approach was preferred: Mobile phone penetration is close to 100% Respondent friendly No impact on measured behaviour Budget friendly

BUT SMS data collection An SMS approach was preferred: Mobile phone penetration is close to 100% No or only minor barriers Respondent friendly No impact on measured behaviour Budget friendly

MULTIMEDIA AUDIENCE MEASUREMENT SMS data collection BUT An SMS approach was preferred: Mobile phone penetration is close to 100% No or only minor barriers Respondent friendly No impact on measured behaviour Budget friendly never used for MULTIMEDIA AUDIENCE MEASUREMENT

160 1 SMS a day limited to characters CHALLENGE

Recruitment through various methods Study overview FIELDWORK PERIOD: 2014 Recruitment through various methods QUOTA SET ON: 1 2 3 4 AGE GENDER PROVINCE SOCIAL CLASS 1500 panel respondents

Follows publication dates newspaper Study overview Average daily response 85% SMS What have you read yesterday? Follows publication dates newspaper MORE GRANULAR DATA: 1 2 3 4 DAILY READERSHIP DATA MULTI MEDIA READERSHIP LONGITUDINAL DATA MORE ACCURATE DATA

UNIQUE OUTPUT

Daily reach of news brands 1 Daily reach of news brands Total Brand

Insights in multi media readership 2 Insights in multi media readership 44 47% 60% 40% 28% 8% 37% 2% 15% NEWS 33 55% 61% 39% 41 66% 57% 43%

Perfomance in terms of coverage and media reach 3 Perfomance in terms of coverage and media reach MEDIAPLAN 20/12/14 24/12/14 26-27/12/14 31/12/14 Het Laatste Nieuws X   De Morgen, Het Nieuwsblad, De Standaard, Gazet van Antwerpen, Het Belang van Limburg TOTAL CAMPAIGN REPORT Net Reach % 73,9% GRP 288,1 OTS 3,9 CPT/touchpoint € 8,65 NEWS NEWS REACH ACCUMULATION NET REACH % GRP

Performance in terms of coverage and media reach 3 Performance in terms of coverage and media reach IMPACT OF THE DIFFERENT CARRIERS/TOUCHPOINT HET LAATSTE NIEUWS DE MORGEN HET NIEUWSBLAD NEWS NEWS NEWS DE STANDAARD GAZET VAN ANTWERPEN HET BELANG VAN LIMBURG NEWS NEWS NEWS

IN SUMMARY

Dailymetrie = DARING? TRANSFORMING a commodity such as SMS into a data collection method capable of capturing multimedia readership DAILY DATA on MULTIMEDIA newsconsumption, with almost real time delivery of results DAY Delivering UNIQUE insights in the Belgian news brand landscape, going beyond the existing reach currencies

YOU THANK ILSE PEETERS Research Manager De Persgroep Publishing ANTOON VAN DER STEICHEL Research Manager Ipsos