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MEDIJSKA MJERENJA I ISTRAŽIVANJA ZAGREB 2014 "
Research on Press in Germany "
Gerhard Müller"
Rhein Main Presse, Director advertising sales!
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Agenda
1. Overview 2. Circulation analysis 3. Coverage analysis
3.1. For media exposure 3.2. For advertising exposure
4. More facts & figures: Intermedia
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OVERVIEW
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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
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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)
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CIRCULATION ANALYSIS
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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
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• 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
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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
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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
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COVERAGE ANALYSIS FOR MEDIA EXPOSURE AND
ADVERTISING EXPOSURE
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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
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Newspapers
Poster
Magazines
TV
Online
Radio
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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!)
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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)
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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 ……
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3.2. An example for the results
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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
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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
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3.3.Results of the Media Scan Tests
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3.3.Results of the Media Scan tests
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3.3. The construction of the Media Scan
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MORE FACTS & FIGURES: INTERMEDIA
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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
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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
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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
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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
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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
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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
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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
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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!
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Thank you for your attention!