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The Print Media surveys in Spain

WRRS Valencia 2009

The Print Media surveys in Spain

Asociación para la Investigación de Medios de comunicación  AIMC is the Spanish JIC (Join Industry Commitiee).  With 163 members:
 Media: Newspapers and Magazines Titles, Radio Stations, Tv

Channel, Internet Sites, Outdoors advertising companys and Cinema advertising companys.  Advertising agencies.  Advertisers.

 .. and we created the EGM.

1

The Print Media surveys in Spain

EGM
 The EGM is the Print Media survey in Spain
• Since 1968 • Multimedia:
• Newspapers • Magazines • Radio • Cinema • Tv • Internet • Outdoors

The Print Media surveys in Spain

EGM
 The EGM is the Print Media survey in Spain
• Since 1968 • Multimedia:
• Newspapers (currency) • Magazines (currency) • Radio (currency) • Cinema • Tv (Referential for meters) • Internet (Referential for meters) • Outdoors

• The EGM is the Cross Media survey in Spain

2

The Print Media surveys in Spain

EGM Radio n = 36.000

EGM 2000

EGM Multimedia n = 43.000

The Print Media surveys in Spain

EGM Radio n = 36.000

EGM 2007

EGM Newspaper n = 32.000

EGM Multimedia n = 43.000

3

The Print Media surveys in Spain

EGM
With these extensions we have two different data for Radio and Newspapers:  The official data (multimedia+monomedia)  The multimedia data from the Cross Media Survey Example:
In 2007 the official audience of “El País" was 2,234,000 readers, and the result for the Cross Media Survey was 2,127,000 readers, some 5% less.

The Print Media surveys in Spain

EGM
The “Market” accepted the coexistence of two different data:  “the official data”, currency for the media, is used in

the

monomedia

advertising

plans

for

Radio

or

Newspapers.
 “the other data” is used in the multimedia advertising

plan where Radio stations or Newspapers titles are included.

4

The Print Media surveys in Spain

EGM Radio n = 49.000

EGM 2008

EGM Newspaper n = 45.000

EGM Multimedia EGM Magazine n = 20.000 n = 30.000 EGM TV n = 13.000

The Print Media surveys in Spain

EGM
The Market demanded the implementation of a Data Fusion Process with the following conditions:  Audience data for each title, station, etc, must fully coincide

with the data that comes from each official source.
 The procedure must be traceable.  Lastly, it would be convenient that the procedure not imply a

long-time frame to come up with presentable data.

5

The Print Media surveys in Spain

Data Fusion: Origin
Interviews:
MULTIMEDIA 30.000 DEMO GRAPHICS OTHERS INTERNET CINEMA OUTDOORS + LIFE STYLE EQUIPMENT CONSUMPTION + NEWSPAPERS RADIO MAGAZINES TV

MOMOMEDIA NEWSPAPERS

+ 45.000

+ DEMO GRAPHICS

+ NEWSPAPERS

+

+

+

MOMOMEDIA RADIO

+ 49.000

+ DEMO GRAPHICS

+

+

+

+ RADIO

+

+

MOMOMEDIA MAGAZINES

+ 20.000

+ DEMO GRAPHICS

+

+

+

+

+ MAGAZINES

+

MOMOMEDIA TV

+ 13.000

+ DEMO GRAPHICS

+

+

+

+

+

+ TV

The Print Media surveys in Spain

Data Fusion. Final Objetive
Interviews:
MULTIMEDIA 30.000 DEMO GRAPHICS OTHERS INTERNET CINEMA OUTDOORS + LIFE STYLE EQUIPMENT CONSUMPTION + NEWSPAPERS RADIO MAGAZINES TV

MOMOMEDIA NEWSPAPERS

+ 45.000

+ DEMO GRAPHICS

+ NEWSPAPERS

+

+

+

MOMOMEDIA RADIO

+ 49.000

+ DEMO GRAPHICS

+

+

+

+ RADIO

+

+

MOMOMEDIA MAGAZINES

+ 20.000

+ DEMO GRAPHICS

+

+

+

+

+ MAGAZINES

+

MOMOMEDIA TV

+ 13.000

+ DEMO GRAPHICS

+

+

+

+

+

+ TV

= TOTAL

= DEMO GRAPHICS

= OTHERS INTERNET CINEMA OUTDOORS

= LIFE STYLE EQUIPMENT CONSUMPTION

= NEWSPAPERS

= RADIO

= MAGAZINES

= TV

6

The Print Media surveys in Spain

Data Fusion. System
We used predefined strata of known size in the population:
Province (50) x Town Size (2) x Week Day (2)= 200 strata Province (50) x...
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