15 / 20
Page 15
© Copyright egta 2015. All rights reserved.
published yet, but I can tell you that to get a good
panel you have to use an app that is suitable for
both Android and iOS (Apple), and it is also nec-
essary to bring people into the panel who do not
have a smartphone in order to be fully represen-
tative. We carried out some research on the data
collected so far, and we discovered that the listen-
ing behaviour of Android and iOS users is quite dif-
ferent, even when we corrected for demographics.
To build a representative panel, you need to find a
solution for those three groups
egta:
What do you expect the new Dutch RAM to look
like when you arrive at the planned launch in 2017?
NE:
These are my personal thoughts, of course,
but I do not expect it will be a hybrid methodology.
The new measurement needs to be affordable for
the market, and it must be better than the system
that we currently have in place. We need to contin-
ue to have a large enough sample to deliver robust
figures to the market across a number of different
target groups, for example 20-34 years old, men
20-34, etc., and this of course has implications for
the cost of the RAM methodology.
Martin Ottosson
(Senior
Research Analyst at
MTG
Radio
) explained to egta
how the Swedish market
has adapted to PPM
measurement
egta:
Since you introduced PPM as the currency at the
start of 2013, would you evaluate the switch from the
previous CATI methodology as a success for Swedish
commercial radio overall.
Martin Ottosson (MO):
After a challenging first
year with PPM, we managed to raise our revenues
considerably in 2014, when radio had one of the
highest growth rates of all media with an increase
of 16%. Investments from media agencies have in-
creased even more for us than that, far outnum-
bering the cost of the PPM system, and we now
have a great tool to evaluate our programs.
I would evaluate the switch as a success by now.