2023: a new year full of interesting developments! Media never stands still, and certainly not in 2023.
1 January 2023 is the start of the new National Listening Survey, and that is far from boring.
Much has already been written about it, but what is a must to remember? And what are the pros and cons for you as a customer? STROOM takes you briefly through this development.
First, a brief flashback to 2012. The year in which the Netherlands Listening Research Foundation (NLO) was founded out of the desire to establish a benchmark for media providers and customers. Research into listening figures has since been conducted by GFK through radiologs, a mix of both paper and online diaries.
Old vs New NLO
From now on, the listening behavior of the Dutch population will be charted using an app, one that listens and measures along, developed by Ipsos, an independent research firm. The National Listening Survey is rapidly moving deeper into the 21st century thanks to this app. This is because the app automatically registers, in an electronic, passive way, which station is "on. Something that was previously reported manually and actively via a diary method by the selected respondents.
2 main advantages
Every change comes with advantages and disadvantages. So too, of course, with this new variant of listening research. A development that we, as a media agency, can only welcome for the following reasons:
- Faster reporting of listening figures
Thanks to the quarterly reports, the old listening figures were still sometimes delayed. As a result, campaign results were shared (far) after the end of the campaign. Without the possibility of influencing anything.
The new listening figures are reported weekly. This makes it possible to adjust and optimize radio efforts in the interim. The new measurement method also provides more extensive and detailed insights, allowing even better choices to be made for future campaigns.
- More (Cross-media) insights
But there is more. In fact, the insights do not stop at measuring the station in question. Thanks to the available techniques, it is also possible to determine which platform (FM/DAB+/Internet) is being listened to. And it gets even better: the measurement option is widely applicable for a variety of media channels besides audio. TV/Video, online and travel behavior (think Out of Home advertising) can also be measured. Cross-media reporting of media use is thus coming ever closer.
New data = getting used
The biggest change you'll face as an advertiser comes from these expanded and more detailed measurements. The mere fact that measurements are now taken on a per-minute basis instead of every 15 minutes will give a different picture of consumer listening behavior. Basically, of course, listening behavior has not changed, it is just measured differently. The same campaign still has the same impact as before. Only different figures roll out. Figures that cannot be compared 1-to-1 with previous campaigns.
Help with the transition from old to new
In order to compare the new listening figures with the old listening figures, a so-called transition index is established. This index shows the ratio between the old and new measurement results as a tool for interpreting the new listening figures.
Would you like to know more about this or do you have specific questions?
Don't hesitate to get in touch via contact@stroom.com.
We will be happy to help you, even if you are not (yet) a customer.
