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| Nouvelles mesures d'efficacité radio 2009 |
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BCRQ - Communiqués de presse
| 20 novembre 2008 |
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Montreal, November 19, 2008 — “The difference between the traditional means of measuring a listening audience, the diary methodology, and the new PPM technology is comparable to that between Celsius and Fahrenheit — 32°F and 0°C denote the same temperature, namely the freezing point of water, but the numbers are very different. The same thing goes for GRPs (gross rating points) — one GRP in the diary method is not equal to one PPM-generated GRP, even though 120 thirty-second spots on a radio station give an advertiser the same results,” maintained BCRQ Vice President and General Manager Joanne Leboeuf.
It is important to understand that the radio audience and the number of hours people tune in haven’t changed, only the survey method. Traditional radio diaries generate results that are not directly comparable to those provided by the new PPM technology. The results are different and cannot be compared. Hereafter is some basic information on the new method:
• Surveyed radio stations have to encode their signals.
• The PPM (Portable People Meter) that 800 households in Montreal carry on their belt captures coded signals of radio frequencies that are audible to the human ear (analog, digital, broadcast directly or over the Internet).
• Surveyed individuals on the panel must:
o wear the meter;
o keep the movement detector turned on;
o recharge the PPM when they go to bed (accumulated data are transmitted to the central computer).
• The data captured by the PPM is much more precise because:
o data is collected by exposure to frequencies every minute (instead of relying on listeners’ recall every 15 minutes, as in the diary method);
o with the PPM method, we can at last demonstrate that radio in Montreal reaches many more listeners on a weekly basis than previously estimated by the diaries. In fact, we can now say that radio is equivalent to television in this respect!
Thanks to this more precise measurement we know that:
o the audience listens to more radio stations;
o there are more, and shorter, listening opportunities;
o listening hours are distributed differently over the course of the week; for example, this method shows that people tune in more during the evening and over the weekend. Also, that tuning in throughout the day on weekdays is more stable;
o the audience composition of certain stations is changing. The new method confirms, for example, that men and young people listen to the radio much more than the diaries show.
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Source: Bureau de commercialisation de la radio du Québec (BCRQ)
For more information:
Pierre Gince, APR pgince@direction.qc.ca
Véronique Bernier, MA vbernier@direction.qc.ca
DIRECTION Strategic Communications 514 284-2860
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