Call for development of multiple methods in radio research: A review

1. Call for development of multiple methods in radio research: A review http://www.gallup.no/menu/media EMRO meeting 18 May1999, Voss, Norway Sissel Lund, Head of research at Norwegian Broadcasting Corporation: sissel.lund@nrk.no Knut-Arne Futsæter, Norsk Gallup Institutt A/S: knutarne@gallup.no

2. 1. Introduction • No Joint Industry Committee in Norway. • The commercial participants have been absent until the beginning of the nineties. • NRK has always contributed to the development of radio and TV research in Norway in a close co-operation with different research organisations.

3. 2. A historical review of Radio Research in Norway Radio Research will always reflect changes in the society and the growing demand for research due to: • Media structure • Technological development • Political and organisational development • Altered demands from the media • Altered demands from the commercial participants

4. Radio research in Norway from 1953 to 1985 The first phase: 1953-1967 • Employer/Supplier: NRK and Norsk Gallup Institutt AS • Method: 8000 face to face interviews in 1953/1954 and 1961 • Main goal: To obtain reliable listening data for channel and programs The second phase: 1967-1977 • NRK and the National bureau of statistics (SSB) • 2000 face to face interviews yearly • The seasonal variation of listening The third phase: 1977-1985 • NRK and the University of Oslo • 2000 face to face interviews yearly. For each program title the respondent was asked whether he or she had listened to the program or parts of it. • Comparability from one year to another.

5. Change of the Norwegian radiolandscape and call for new methods Daily reach for radio channels 1969 - 1998. Weekdays Precentage Radio P1 Gamle P2 P4 Petre Lokalradio P2 Source: FLERKANALSAMFUNNET. Fra monopol til mangfold. (Lundby & Futsæter 1993). Gallup Radio 1994-1998

6. Radio research in Norway from 1985 to 1991 The fourth phase: 1985-1989 • NRK and The National bureau of statistics • 5000 interviews yearly gradually changed to telephone interviews • The variation of listening from one year to another and comparability between channels. The fifth phase: 1989-1991 • NRK and the private institute MMI. • 37.000 telephone interviews yearly • The variation of listening from one year to another and comparability between channels also for local commercial stations and NRK’s District programs.

7. Segmentation of the Norwegian radio market

8. Radio research in Norway from 1991 to 2002 The sixth phase: 1991-1994 • NRK/NRF and MMI. P4 integrated in Consumer & Media from august 1993. • 56000 telephone interviews yearly and CATI was introduced • The variation from week to week for nation stations and reporting of NRKs district programs and local stations quarterly. The seventh phase: 1994-2002 • NRK/NRL/P4 and Gallup. • 60000 CATI interviews yearly • More data about the respondent, multi-media analyses. http://www.nrk.no/distrikt/

9. Multimedia analysis :Daily reach for NRK is 79% NRK Radio: 46% P1: 35% P2: 6% Petre: 11% Alltid Klassisk Alltid Nyheter Other services NRK TV: 61% NRK1: 59% NRKTO: 9% NRK Text TV: 33% NRK Interactive: 1% Source: Consumer & Media. Gallup PC 99/1 collected 1998, All days. precentageageage.

10. Multimedia analysis for NRK’s Regional broadcasts • NRK’s Regional broadcast have a total daily reach of 40%. • The daily reach for radio is 33%, and television 15%. • Double reach for TV and radio 8%. Only Radio 25% Both 8% Only TV 7% Source: Consumer & Media 99/1. Weekdays. Week 34-50 1998.

11. Target group analysis based on audiences' interest • Norwegians range local news on top, followed by news flash and music. • This type of data is important for strategic planning of channels and programs as well as for advertisers with a definite aim to reach specific target groups. Procentage

12. DAB and thematic channels Interested in sport 34% Popular science 20% Interested in culture 17% Interested in nature program 37% Interested in news 52%

13. 3. Gallup’s Radio Concept • The Norwegian radio structure calls for large and geographically stratified samples: 60.000 yearly, 200 intervju divided on 300 days. • Half of the data is connected to the multimedia concept Consumer & Media (C&M), and half in a separate Radiobus. With that, one can make multi media analysis in C&M, while one can add client specific surveys like spot tests in the separate Radiobus.

14. The questionnaire

15. Reporting • Weekly electronic reports (http://www.gallup.no/clients1/radio/) • Monthly Radio barometer • Printed quarterly and annual reports • Pulsar Radio • RBP Telmar Radio • RBP Telmar Radio/TV • Gallup PC Consumer & Media

16. The Consumer & Media Concept • CATI: 30.000 telephone interviews • 128 newspapers Yellow Pages/Catalogues Direct Mail • 64 radio stations Internet (60 el. titles) Demography • 28 national TV channels 4 Text TV channels Geography • TGI 1: Postal questionnaire: • 15.000 self completed questionnaires • 96 Magazines and 20 foreign TV channels with logos • Editorial questions (interests for program ) • Attitudes, behaviour and lifestyle which form Gallup Compass • Capital goods and households ownership Gallup Panel Possibility for diaries • TGI 2: Postal questionnaire: • 10.000 self completed questionnaires • Fast moving consumer goods - Branded goods • Possibilities to include specific questions.

17. Radio in a multi-medialandscape Daily reach in % Time in minutes Percentage Source: Consumer & Media. 1998.

18. P4 listeners are consumers of great interest There is a 37% greater possibility to reach someone with purchasing plans for mobile telephones among those who listen to P4 (daily) compared to the rest of the population. Affinity index where the average is 100. Source: Consumer & Media

19. Gallup’s Time Budget Survey :Location of the radio listeners Precentage Source: Gallup’s Time Budget Study. EMRO paper1999:Time Budget Study and Qualitative Mediadata.)

20. Gallup’s Time Budget Survey : Location of P1 listeners Precentage Source: Gallup’s Time Budget Study. EMRO paper1999:Time Budget Study and Qualitative Mediadata.)

21. Gallup’s Time Budget Survey : Location of P4 listeners Precentage Source: Gallup’s Time Budget Study. EMRO paper1999:Time Budget Study and Qualitative Mediadata.)

22. 4. The Future New methodological challenges • Fragmented media market • Increase of syndicated services • Cable and satellite media • Development of DAB • NRK Always Classical was established already in 1995, as the first totally digital radio station in the world. • NRK Always News, or Non-Stop News started broadcasting April 14th 1997. The radio channel provides news around the hour in Norwegian all day, and rebroadcasts BBC World Service, in English, all night and the entire weekend. • Radio on the Internet (ref. Internet paper) • Fusion of Radio and TV etc. • High proportion of early adapters to new technology in Norway

23. Radiometer - the final solution? Advantages • Can follow the same respondent over several days. • Gives more certain estimate for campaign planning tools like Telmar. • Better detailed radio data. Disadvantages • No radiometer has been tested and found adequate at present. • As of today there is no radiometer that has been used all around the world. • Considerably more expensive than CATI and diary with the same number of interviews. • Not automatically multi-media analyses and target group indexes.

24. Gallup's model for television audience measurement: A multiple set of measurements

25. Future perspectives:Call for development of multiple methods in radio research • One method is not sufficient. • Large methodological challenges when it comes to co-operating different methods and figures. • It is necessary to have a close and continuous teamwork between media and institutes, and across borders.