Early this year, De Persgroep Publishing launched a new study called Dailymetrie®. With this study De Persgroep aims to offer an insight into the multi-media reach of all news media in Flanders.

The Dailymetrie® meets a number of concrete objectives:

  1. Measure the multi-media reach of the news media across several news platforms (on paper or digital, Web site, and mobile) on a daily basis.

  2. Provide information about the overlap and added value of the different media or carriers.

  3. Offer additional media planning insights on the basis of gross and net reach of concrete campaigns.

Daily media diary by text message

De Persgroep selected Ipsos as a research partner. A rather unconventional method was chosen: A representative panel of 1,500 Flemish people aged between 18 and 65 reported the previous day’s media consumption by text every day.

Inspiration for the study was found in Sweden, where a text message method was used a couple of years ago to measure the daily reach of newspapers. The method was successful there, the use of mobile phones is now fully supported, and the method is low-threshold.

Because the Flemish study had to examine the reach of several carriers and thus making the question more complex, De Persgroep decided to launch a test study first to verify the method, usability, and validity of the results.

This “proof of concept” took place in the autumn of 2013. A total of 1,500 Flemish people aged between 18 and 65 sent their media usage by text message during a six-week trial.

The test results were promising and De Persgroep decided to continue to constantly measure the daily reach.

Recruitment and methods of the text message panel

To get reliable results, a continuous measurement and sufficient response per day are crucial. The sample must be representative for the surveyed population and take into account the current media consumption reality.

Finally, respondents must be able to give a simple and clear answer to keep response levels high and guarantee the quality of the responses.

The final panel was recruited both online and offline on the basis of quota in terms of sex, age, and province. The recruitment also took into account the online/offline profile.

Every participant was given extensive instructions about the course of the study and how to send their daily replies. The participants get a text message at around the same time every day. To answer the question “What did you read yesterday?,” they use simple codes per news brand and a number per carrier.

For example: If the respondent reads Het Laatste Nieuws on paper, he sends code L1. If he also visits the Web site HLN.be on his computer, the answer will be L13. And if the same respondent also reads De Morgen via smartphone, the answer will be L13 M5.

No text message is sent to the participants on Sunday; on Monday, they are probed about their reading during the weekend. The results are revalued on the basis of province, age, sex, and social groups.

The response level is about 85% per day, which is very high. Dropouts are replaced by new panel members. Participants are given compensation for each text sent and are additionally rewarded for the correct and regular sending of their answers.

Dailymetrie®: Results offer new insight on the reach of news media

Net reach of news brands across news platforms: The figures below give an insight in the reach (%) per day of Flemish news media* and their separate platforms. Fluctuations in daily scores are also defined by current news items.

In the past, print readership figures were published once or twice a year, but Dailymetrie® shows more fluctuations in newspaper reach.

Overlap and added value of the different news platforms: This figure shows the reach (%) on an average day for Het Laatste Nieuws across all carriers. Both exclusive readers per channel and the overlap between several carriers are shown.

(*) Het Laatste Nieuws, De Morgen, Het Nieuwsblad, De Standaard, Gazet van Antwerpen, het Belang van Limburg.