national newspublishers survey 2011 measuring cross-platform reach of print & internet
TRANSCRIPT
National Newspublishers Survey 2011
Measuring cross-platform reach of Print & Internet
Index
National Newspublishers Survey 2011
Measuring cross-platform reach of Print & Internet
TNS Belgium
Author(s)Jan DrijversOlivier Dequinnemaere
Belgian newspaper editors
Client contact Jan Drijvers
AC5403 | © TNS
1. Survey overview p. 3
2. Additional crossmedia reach p. 11
3. Leverage in readership offline + online p. 28
4. Profiles p. 35
5. Conclusions p. 44
National Newspublishers survey 2011
Survey overview
Objective of the survey
To study aspects of newspapers which are not (yet) covered by the CIM surveys
Commongoal
Individualperspectives
4
National Newspublishers survey 2011 > Survey overview
Objectives – Common goal
To calculate the combined reach of newspapers, their magazines / supplements and internetsite(s).
To translate these reach figures into indices useful for cross-mediaplanning (accumulation, duplication, exclusive reach)
To maintain the structure of the universe and the reach figures from the CIM Print Survey for paper version of the dailies & magazines (reproduction of ‘CIM-fiche’)
5
National Newspublishers survey 2011 > Survey overview
Objectives – Individual perspectives
To compare the image of the different media within the triple play (Corelio, Rossel)
To compare the reach of week- and weekend-editions (Concentra, Corelio, Mediafin, Persgroep)
To monitor the use of new digital platforms : Ipad, smartphone, digital TV (Corelio, Rossel)
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National Newspublishers survey 2011 > Survey overview
Datacollection method
CATI (telephone) – omnibus :
• Neutral method with regards to paper and internet • Exhaustiveness (no internet at home : +/- 40%) • Representativity : RDD fixed lines & mobile exclusives• Equal distribution of the sample over days of the week (//CIM)
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National Newspublishers survey 2011 > Survey overview
Sample
Universe 2010 :
• Belgian population 15+• Respondent receives questionnaire with appropriate titles according to language
Sample size :
• Goal : minimum 200 observations total reach for each newspaper• NL : 2503 interviews / FR : 2500 interviews
Weighing procedure :
• Weighing towards objectives CIM PMP 2010 on all important variables of a CIM-fiche: gender, age, social class, province, habitat, profession, education, family size, presence of children (‘Calage’ + ‘Calibrage’)
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National Newspublishers survey 2011 > Survey overview
QuestionnaireReach indicators
Total reach : • print : ‘read, seen, leafed through, last months ‘ (formulation CIM)• websites : ‘consulted last months’
Recency question (LLP/LDP) :• Open recency-question for all media : Last time : yesterday / 2 day ago / 3 days ago /
last 7 days / last 14-15 days / last 30 days / longer ago ? • Definition of LLP / LDP depends on day of interview and last day of publication
Frequency question : • dailies & websites : 6-7 days / 7 , 5/7, 3-4/7, 1-2/7, <1/7 (adapted for free and financial
dailies)• Weekend editions and magazines : 4 weeks out of 4, 3 out of 4, 2 out of 4, 1 out of 4 ,
< ¼
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National Newspublishers survey 2011 > Survey overview
Output
All classic reach indices for paper versions of newspaper :• Net reach, gross contact, frequency distribution, accumulation
Aggregation of individual reach indices than allows to calculate for the entire universe or for specific target groups :
• The net reach of the combination of two or more titles/sites • The number of exclusive users of each of the titles/sites• The number of duplicate users between two or more titles / sites
10
National Newspublishers survey 2011 > Survey overview
National Newspublishers survey 2011
Additional crossmedia reach
Segmentation of titles
Popular Quality Regional
Dutch titles
French titles
12
National Newspublishers survey 2011 > Additional crossmedia reach
Additional reach of websites in addition to one day paper
French titlesDutch titles
Websites offer a substantial additional reach to the newspaper reach
*Index = 100
100 100
142127
171158
0
50
100
150
200
1 day paper* + 1 day site + 1 week site
13
National Newspublishers survey 2011 > Additional crossmedia reach
Additional reach of websites in addition to one day paperDutch titles
Popular titlesAll titles Quality titles Regional titles
*Index = 100
Additional reach of websites is higher for Dutch quality titles
100 100 100 100
142129
164
122
171
149
207
141
0
50
100
150
200
1 day paper* + 1 day site + 1 week site
14
National Newspublishers survey 2011 > Additional crossmedia reach
Additional reach of websites in addition to one day paperFrench titles
100 100 100 100
127 133 133114
158167
176
129
0
50
100
150
200
1 day paper* + 1 day site + 1 week site
Popular titlesAll titles Quality titles Regional titles
*Index = 100
Websites of French regional titles offer less additional reach compared to sites of both popular and quality titles
15
National Newspublishers survey 2011 > Additional crossmedia reach
Added value of websites in numbers of contacts
(‘000)Paper
1xSite1x
Paper + Site
Dutch titles 3 600 1 697 5 297 (147)
French titles 2 082 626 2 708 (130)
*Index (Paper=100)
16
National Newspublishers survey 2011 > Additional crossmedia reach
Added value of websites in numbers of contacts
(‘000)Paper
1xSite1x
Paper + Site
Dutch titles 3 600 1 697 5 297 (147)
Dutch popular titles 2 040 899 2 939 (144)
Dutch quality titles 680 487 1 168 (172)
Dutch regional titles 879 311 1 190 (135)
French titles 2 082 626 2 708 (130)
French popular titles 402 172 574 (143)
French quality titles 670 254 924 (138)
French regional titles 1 010 201 1 210 (120)
Websites offer a substantial additional number of contacts to the paper version
*Index (Paper=100)
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National Newspublishers survey 2011 > Additional crossmedia reach
Added value of websites in GRPDutch titles – GRPs among Dutch population
(‘000)Paper
1xSite1x
Paper + Site
Dutch titles 71 33 104
Dutch popular titles 40 18 58
Dutch quality titles 13 10 23
Dutch regional titles 17 6 23
18
National Newspublishers survey 2011 > Additional crossmedia reach
Added value of websites in GRPFrench titles – GRPs among French population
(‘000)Paper
1xSite1x
Paper + Site
French titles 54 16 70
French popular titles 10 4 15
French quality titles 17 7 24
French regional titles 26 5 31
19
National Newspublishers survey 2011 > Additional crossmedia reach
Combined weekreach (paper + magazine + site)
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Site7x
Paper6x (5x*)
Magazine1x
*For De Tijd and L’Echo
20
National Newspublishers survey 2011 > Additional crossmedia reach
Additional reach on paper weekreach
French titlesDutch titles
On average, magazines and websites offer an addtional reach of respectively 30% (Dutch titles) and 20% (French titles) to the paper weekreach
*Index = 100
100 100110 105
123 117132
121
0
50
100
150
1 week paper* + magazine (1) + site (7) Combined weekreach
21
National Newspublishers survey 2011 > Additional crossmedia reach
Additional reach on paper weekreach Dutch titles
100 100 100 100110 107
115104
123118
133
115
132124
146
118
0
50
100
150
1 week paper* + magazine (1) + site (7) Combined weekreach
Popular titlesAll titles Quality titles Regional titles
*Index = 100
Combined weekreach is higher for Dutch quality titles ...
22
National Newspublishers survey 2011 > Additional crossmedia reach
Additional reach on paper weekreach French titles
100 100 100 100105 104 108
102
117 117123
108
121 120130
110
0
50
100
150
1 week paper* + magazine (1) + site (7) Combined weekreach
Popular titlesAll titles Quality titles Regional titles
*Index = 100
... as well as for French quality titles
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National Newspublishers survey 2011 > Additional crossmedia reach
Additional reach on paper weekreachExclusive readers/visitors and duplicants
Dutch titles
Exclusive readers/visitors
44%
6%
16%
Duplicants
14%
12%
1%
7%
66%
34%
% on base: Combined Weekreach
24
National Newspublishers survey 2011 > Additional crossmedia reach
Additional reach on paper weekreachExclusive readers/visitors and duplicants
Dutch titles French titles
Exclusive readers/visitors
44% 63%
6% 3%
16% 13%
Duplicants
14% 8%
12% 9%
1% 1%
7% 3%
Less duplication between media for French titles
66%
34%
79%
21%
% on base: Combined Weekreach
25
National Newspublishers survey 2011 > Additional crossmedia reach
Additional reach on paper weekreachExclusive readers/visitors and duplicants
Alltitles
Popular titles
Quality titles
Regional titles
Exclusive readers/visitors
44% 48% 42% 45%
6% 5% 9% 2%
16% 14% 20% 12%
Duplicants
14% 14% 11% 19%
12% 12% 10% 14%
1% 1% 1% 1%
7% 6% 7% 7%
Dutch titles
% on base: Combined Weekreach
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National Newspublishers survey 2011 > Additional crossmedia reach
Additional reach on paper weekreachExclusive readers/visitors and duplicants
Alltitles
Popular titles
Quality titles
Regional titles
Exclusive readers/visitors
63% 63% 57% 71%
3% 2% 5% 1%
13% 14% 16% 7%
Duplicants
8% 6% 9% 9%
9% 12% 9% 9%
1% 1% 1% 0%
3% 2% 3% 3%
French titles
% on base: Combined Weekreach
27
National Newspublishers survey 2011 > Additional crossmedia reach
National Newspublishers survey 2011
Leverage in readership offline + online
Leverage in readership offline + online
16
8
27
16
visit corresponding website on same day
visit corresponding website in same week
French titles
Dutch titles
% readers of an average paper edition of a title ...
A large proportion of print readers visit the website of their chosen title.
29
National Newspublishers survey 2011 > Leverage in readership offline + online
Leverage in readership offline + onlineDutch titles
16
14
19
14
27
24
30
25
visit corresponding website on same day
visit corresponding website in same week
Popular titles
All titles
Quality titles
Regional titles
% readers of an average paper edition of a title ...
30
National Newspublishers survey 2011 > Leverage in readership offline + online
Leverage in readership offline + onlineFrench titles
8
9
9
6
16
17
17
13
visit corresponding website on same day
visit corresponding website in same week
Popular titles
All titles
Quality titles
Regional titles
% readers of an average paper edition of a title ...
31
National Newspublishers survey 2011 > Leverage in readership offline + online
Leverage in readership offline + online
63
54
31
25
read any paper on same day
read corresponding paper on same day
French titles
Dutch titles
% visitors of a site (on an average day) ...
Newspaper sites appeal to their existing print readership, but they also attract a new audience to the title
32
National Newspublishers survey 2011 > Leverage in readership offline + online
Leverage in readership offline + onlineDutch titles
63
60
68
59
31
33
25
37
read any paper on same day
read corresponding paper on same day
Popular titles
All titles
Quality titles
Regional titles
% visitors of a site (on an average day) ...
33
National Newspublishers survey 2011 > Leverage in readership offline + online
Leverage in readership offline + onlineFrench titles
54
53
54
54
25
22
22
31
read any paper on same day
read corresponding paper on same day
Popular titles
All titles
Quality titles
Regional titles
% visitors of a site (on an average day) ...
34
National Newspublishers survey 2011 > Leverage in readership offline + online
National Newspublishers survey 2011
Profiles
Differences in profilesDutch titles
90
112
85
103 108
98
102 105
96
9986
Men Women 15-34 35-54 55+ Active Notactive
SC 1-2 SC 3-4 SC 5-6 SC 7-8
112
83
111 119
74
112
87
112127 125
67
Men Women 15-34 35-54 55+ Active Notactive
SC 1-2 SC 3-4 SC 5-6 SC 7-8
Website visitors versus paper readers
Magazine versus paper readers
IND 100 = PROFILE PAPER (DAY)
Dutch magazines attract a female and upscale public, whereas websites attract
more men as well as active visitors
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National Newspublishers survey 2011 > Profiles
Differences in profilesDutch popular titles
83
120
81
102112
94
107 99 107 98 97
Men Women 15-34 35-54 55+ Active Notactive
SC 1-2 SC 3-4 SC 5-6 SC 7-8
116
81
137120
57
127
70
140129
93
44
Men Women 15-34 35-54 55+ Active Notactive
SC 1-2 SC 3-4 SC 5-6 SC 7-8
Magazine versus paper readers
Website visitors versus paper readers
IND 100 = PROFILE PAPER (DAY)
37
National Newspublishers survey 2011 > Profiles
Differences in profilesDutch quality titles
92
110
91
105 103 102
96
109
89 9574
Men Women 15-34 35-54 55+ Active Notactive
SC 1-2 SC 3-4 SC 5-6 SC 7-8
121
6883
125
86
104
9785
125
164
90
Men Women 15-34 35-54 55+ Active Notactive
SC 1-2 SC 3-4 SC 5-6 SC 7-8
Magazine versus paper readers
Website visitors versus paper readers
IND 100 = PROFILE PAPER (DAY)
38
National Newspublishers survey 2011 > Profiles
Differences in profilesDutch regional titles
93
108
91
105 103
96
104 105
95
10794
Men Women 15-34 35-54 55+ Active Notactive
SC 1-2 SC 3-4 SC 5-6 SC 7-8
93
108
83
125
86
109
91
125 129
97
56
Men Women 15-34 35-54 55+ Active Notactive
SC 1-2 SC 3-4 SC 5-6 SC 7-8
Magazine versus paper readers
Website visitors versus paper readers
IND 100 = PROFILE PAPER (DAY)
39
National Newspublishers survey 2011 > Profiles
Differences in profilesFrench titles
92
112
83
101117
95
105 111 105
95
94
Men Women 15-34 35-54 55+ Active Notactive
SC 1-2 SC 3-4 SC 5-6 SC 7-8
122
72
103118
80
119
82
149
115
4963
Men Women 15-34 35-54 55+ Active Notactive
SC 1-2 SC 3-4 SC 5-6 SC 7-8
Magazine versus paper readers
Website visitors versus paper readers
Both French magazines and websites attract a more upscale public.
IND 100 = PROFILE PAPER (DAY)
40
National Newspublishers survey 2011 > Profiles
Differences in profilesFrench popular titles
75
151
94 89
126
100 100
91 93 88
135
Men Women 15-34 35-54 55+ Active Notactive
SC 1-2 SC 3-4 SC 5-6 SC 7-8
98
105 113 108
67
126
69
185
100
5060
Men Women 15-34 35-54 55+ Active Notactive
SC 1-2 SC 3-4 SC 5-6 SC 7-8
Magazine versus paper readers
Website visitors versus paper readers
IND 100 = PROFILE PAPER (DAY)
41
National Newspublishers survey 2011 > Profiles
Differences in profilesFrench quality titles
94
105
80
100123
93
108 102115
10283
Men Women 15-34 35-54 55+ Active Notactive
SC 1-2 SC 3-4 SC 5-6 SC 7-8
131
58
91
119
95
120
83
126106
4064
Men Women 15-34 35-54 55+ Active Notactive
SC 1-2 SC 3-4 SC 5-6 SC 7-8
Magazine versus paper readers
Website visitors versus paper readers
IND 100 = PROFILE PAPER (DAY)
42
National Newspublishers survey 2011 > Profiles
Differences in profilesFrench regional titles
95
104
81
109 106
95
105
135
96 89
90
Men Women 15-34 35-54 55+ Active Notactive
SC 1-2 SC 3-4 SC 5-6 SC 7-8
121
75
109123
70
119
82
165
136
62 64
Men Women 15-34 35-54 55+ Active Notactive
SC 1-2 SC 3-4 SC 5-6 SC 7-8
Website visitors versus paper readers
Magazine versus paper readers
IND 100 = PROFILE PAPER (DAY)
43
National Newspublishers survey 2011 > Profiles
National Newspublishers survey 2011
Conclusions
Conclusions
The increasing reach of websites provides additional reach, rather than cannibalisation. Complementarity works. The different platforms (print + online) are mutually reinforcing.
3 out of 10 who visit an online newspaper, read the same newspaper that day, 6 out of 10 any given newspaper.
The incremental reach of online is higher in the North and for quality titles.
While building on a solid foundation of newspaper readers, newspaper websites are attracting a younger, more affluent and more active consumer, while their magazines attract a more female readership.
45
National Newspublishers survey 2011 > Conclusions
Thanks