Within the framework of monitoring internet audience measurements, CESP audits the Observatoire des Usages Internet, Téléphonie et Services Mobiles (OUI-TSM). This observatory provides a establishment survey of Médiamétrie’s three internet panels which have been merged into an ‘Internet Global’ panel: the Computer Panel which measures internet use from a home computer, the Mobile Panel which measures mobile internet use via a smartphone, and the Tablet Panel which measures internet use via a tablet.
The principal objective of the radio panel is to observe people’s radio listening habits over time with the goal of feeding the data into media planning models.
The methodology adopted by Médiamétrie for the radio panel is based on recruiting people who responded to the 126,000 survey or the Summer Radio Schedule survey and applying socio-demographic quotas and radio audience quotas. CESP has confirmed that this method is justified within the framework of research into radio listening habits but that the panel data cannot be used to define audience levels (the use of audience quotas per station to recruit panellists).
The 2017/2018 panel was conducted over two observation periods: from Saturday 16 September to Sunday 8 October 2017 and from Saturday 13 January to Sunday 4 February 2018. Beginning with the first period of observation of the panel, a three-day trial period was applied to the sample which had chosen to fill in the survey online. For the sample which had chosen the traditional paper method of responding, there was no trial period. The recruitment, management and monitoring of the panel was carried out by the Médiamétrie call centre in Amiens.
366 has asked CESP to audit its ‘366 # Panel’ proprietary tool that was set up and has been managed by Kantar TNS since 2015. This tool is systematically used by the sales house to conduct:
Principally post-tests to measure the effectiveness of the print and digital campaigns of their clients, but also ad hoc surveys to understand socio-cultural and consumer trends.
The sales house wanted to consolidate its clients’ confidence in this tool by asking CESP to conduct an audit of the 366 # Panel. The objectives of the audit were as follows:
To transparently and impartially describe every aspect of the methodology employed, from the recruitment of panellists to the production of results. To analyse on the basis of criteria established by CESP the key stages in rolling out the panel and conducting surveys in order to identify the strengths of the panel as well as the areas where there is room for improvement. To put forward recommendations for enhancing the set-up and the monitoring tools so that 366 and its service provider can monitor quality over time. To produce a comprehensive report and in conjunction with CESP Scientific Committee to draft a summary of the analyses carried out.
CESP is involved in organising the Digital Forum, which will take place on 18 June at 8.30 am in the Team Media auditorium. The event is being organised by IAB France, IREP and CESP. Media planning, audience measurement, new tools, campaign effectiveness, mobile devices, GDPR, m-commerce, creativity and UX are all on the agenda, and Forum participants will get the chance to hear expert speakers talk on these subjects.
As they do every year, the industry’s international operators, institutions and organisations are getting together for several days to review and discuss developments in audience measurements, with a full programme of conferences and presentations. This year, France has the honour of hosting this event!