9 / 28
Page 9
© Copyright egta 2018. All rights reserved.
chapter 02:
THE EMERGENCE OF HYBRID
METHODOLOGIES
Several markets use a number of different
measurement methodologies in parallel, and in
recent years a few have tested hybrid systems that
combine electronic systems with other methods.
However, neither the Netherlands nor Italy, the two
markets that pioneered this approach, continue to
use a hybrid currency methodology today.
// T h e N e t h e r l a n d s :
D i a r y & M e d i a w a t c h
In 2012-2013, the Dutch radio measurement
organisation, NLO, trialled a hybrid methodology
using the existing diary alongside the Mediawatch,
with samples of approximately 7,500 and 300
individuals for each respectively. The currency
continued to be based on the diary data, with
minute-by-minute
variations
from
the
Mediawatch overlaid in the form of an index. This
offered additional granularity whilst retaining the
advantages of the robust diary data.
The trial indicated that personal recruitment is
very important with electronic measurement,
and telephone interviews therefore replaced the
on-line recruitment process that was used initially.
Furthermore, active management and overnight
delivery of data is essential to maintain high levels
of panellist compliance. A significant challenge
is posed by listening through headphones, which
accounts for a significant amount of Time Spent
Listening (TSL) for younger people, as this was not
registered by the watch. Comparing the data from
the Mediawatch and the diary, the watch records
higher listening levels early in the morning and
lower levels during the mid-morning. The watch
also records higher levels than the diary during
the early evening. The NLO concluded that diary
respondents tend to overestimate their morning
listening somewhat. The NLO also found that
average listening to advertising minutes was
higher than for programming, which is accounted
for by the placement of advertising around high
listening moments such as news bulletins.
Following an evaluation of the trial, the NLO
decided that this hybrid methodology would
not be adopted, as it did not meet its criteria for
introducing an innovation on the market.
At the moment RAB (Radio Advertising Bureau)
together with joint industry committees: JIC NLO
(for radio), JIC NOM (for print) and JIC SKO (for
TV/video), as well as with the internet audience
measurement organization (VINEX) and Google are
working on a Total Media Audience Measurement.
The plan is to use an electronic measurement,
either a dedicated portable meter or an app, or a
combination of both. At the same time the radio
industry is also developing new methodologies
to measure Radio via IP, e.g. by combining panel
and census data and by adding platforms to the
current diary starting from the 1
st
of January 2018.
Combining panel and census level measurement
has a potential to enrich the data and to allow for
profiling and programmatic trading of audio.
// I t a l y :
C A T I & M e d i a c e l l
Following a two-year period 2009-2010 during
which there was no measurement regime in the
country, Italy launched its new RadioMonitor study
in 2012, combining CATI and an electronic meter.
However, the use of the meter stopped in late
2014, and CATI is now the sole methodology in
use.
The main reasons for abandoning the electronic
part of the measurement were: (1) the cost of
operating two methodologies in a hybrid survey;
and (2) the discrepancy between data coming from
the CATI survey and the meters. Whilst the CATI
and electronic measurements both gave similar