For publishers of news brands, it is essential today to demonstrate that their news brands are more than just hard copy newspapers. The readership of a “newspaper brand” is more than the readers of the paper version alone; it also includes the readers of the digital newspaper, the Web site, and the app.
But how do you prove to advertisers that this change in news consumption also offers new opportunities? It is almost impossible to demonstrate this on the basis of the current readership studies (such as from the National Readership Survey), as these studies are not yet adapted to the new reality of news consumption.
The frequency with which readership figures are accessible for the market is also different for each medium. Readership figures for printed media are published twice a year in the national readership survey on the basis of progressive averages, while the visiting rates for Web site and mobile report daily readership.
Combining these different currencies has been a challenge to many of us.
Dailymetrie® offers insights in the performance of cross-media campaigns
Advertisers who invest in cross-media campaigns in news media today want to know the net result of their entire campaign and not the sum of the individual channels.
They also want to know which additional audiences and target groups they can reach through the different touch points. And, preferably, they want to know the real readership and not just an estimate based on averages.
To answer these questions, Persgroep Advertising launched Dailymetrie® early 2014, which measures the cross-media readership of all news brands in Belgium through all their platforms.
A panel of 3,000 participants, representative of the Belgian population aged between 18 and 65, receives a daily text message asking them what they read the previous day. A few days later the results are available for all news brands and per day:
- Net readership of the total news brand (total brand).
- Readership separated by device (newspaper, Web site, and mobile).
- Additional readership and duplication between the different channels.
- Profile of the readers per day and per channel.
These data make it possible to evaluate a campaign and gain insight into the result and the impact of a campaign on the basis of concrete readership figures.
Campaign report: detail report of the campaign performance
The campaign report reconstructs a campaign on the basis of real daily figures measured by means of Dailymetrie®.
A campaign report consists of five major parts. The example shows a campaign report from an advertiser in the retail food business that advertised at the end of December 2014 in different Flemish news brands and through different channels (newspaper, Web site, and mobile).
- Total campaign performance.
Based on the media plan, the result of the full campaign is calculated over the various days, for all news brands and devices.
In net terms, this campaign reaches 73.9% of the target audience (Flemish people aged 18 to 65). The gross readership (expressed in gross rating point) is 288. Each individual has 3.9 chances of coming into contact with the advertisement (opportunity to see) and the cost per 1,000 touch points was €8.65 for this campaign. This gives the advertiser a clear idea of the efficacy of his campaign.
- Reach accumulation.
How quickly is the readership accumulated? Are the different channels used wisely in line with the campaign objective? And how can the campaign be optimised in the future?
In the example of the retailer, the campaign starts in the newspaper on Saturday, December 20. The online campaign starts on December 24 and is followed by two days in the newspaper on Friday, December 26, and Saturday, December 27. On December 31, the campaign appears in the newspaper and in digital format.
The campaign could be optimised by using the various media differently. By starting the online campaign earlier (on December 19) and moving the printed campaign from December 26 to December 24, the full campaign will have a better result (net reach of 82% instead of 74%).
- Performance by news media.
What is the role and impact of the different news brands in the campaign?
- Performance by carrier.
What is the impact of each channel in the total campaign? Was most weight given to the newspaper or digital?
On the basis of the example, the highest number of GRP was obtained via newspapers, followed by the Web sites. Mobile was only used to a limited extent via one title (Het Laatste Nieuws).
This is the total number of GRP per platform for all news brands together.
- Profile of the target group reached by means of the campaign.
By putting a lot of weight on the newspaper, the campaign had a bigger male than female readership, and reached more people in the age group of 45 to 65 years and people in charge of household purchases.
Through the Web site, more women were reached, the age group was around 25 years old, and they were in higher social groups (1-3). Mobile reached mainly men and younger consumers (18 to 44 years old), and especially the youngest target group of 18 to 24 years old.
Not only can more people be reached by making adequate use of news brands via all their platforms, but the inflow of other target groups (youths, women, upscale demographic, etc.) is also guaranteed.
Besides the existing readership studies (NRS), Dailymetrie® and the campaign report can also offer advertisers a more realistic idea of the success of their campaigns. In the meantime, advertisers are making ample use of the campaign reports to know the performance of their campaigns or better plan their future campaigns.