1. 1 Are you experienced ? Stephan van Velthoven, Vincent Kuijpers Wordwide Readership Research Symposium Prague, October 2005

2. 2 In the sixties experience had to take place…

3. 3 Nowadays you have an overload of choices to experience media

4. 4 Nowadays everyone’s experienced… but in what way?

5. 5 The Media Experience Monitor tells you…

6. 6 Research Design  First start: six years ago literature search, qualitative and quantitative survey  In 2004 a repetition of the quantitative survey, conducted by Veldkamp/TNS NIPO on a multiclient basis  1,012 respondents, age: 13+  What did we measure: –media experience (8 media) –advertising experience (9 media) –circumstances of viewing/reading, mood

7. 7 Example: newspapers Media experience Did you read newspapers yesterday? Did you read newspapers the day before yesterday? no yes Describe newspaper titles read for at least 5 minutes The computer selects one of the named newspapers at random (newspaper x) Which of the 30 items are relevant at the time of reading newspaper x? yes Did you see any advertising reading newspaper x? If so, how did you experience the advertisements? (10 items) Reading circumstances and mood Advertising experience Next medium no

8. 8 The instrument  Crucial in our design is: –we measure experience during specific media consumption moments and NOT –General attitudes like magazine X is… or TV program Y is...

9. 9 Eight experience factors  Information (something new, useful, credible)  Transformation (enjoyment, pleasure, relaxation)  Emotion (disturbed me, negative emotions)  Pastime (filling empty moments)  Stimulation (made enthusiastic, fascination)  Identification (recognise yourself in, feel involved)  Social factor (subject of conversation)  Practical use (tips, motivated to do something)

10. 10 Rank positions of media on experience factors (read horizontally by row) Information5/67142385/6 Transformation42673518 Emotion25/613/45/67/87/83/4 Pastime4/54/53126/786/7 Stimulation4657/82317/8 Identification283714/54/56 Social factor3825/64715/6 Practical use7/8653217/84 tvradiodailyfreemagswwwcinemail paperslocal papers

11. 11 Main Trends in media experience 1997 - 2004  tvsocial factor ++  radiotransformation ++  daily newspaperstransformation +, stimulation +  free local papersinformation +, emotion +  magazinespastime -  internettransformation +, social factor –  cinemaidentification -  mailn.a. mediamain trends

12. 12 Differences national, regional, free newspapers

13. 13 Differences internet and print newspapers

14. 14 Target group 20-49 years cinema radio magazines television newspapers internet d-to-d mail Information Transformation

15. 15 Rank positions of media on advertising experiences (read horizontally by row) Information873/421563/4 transformation263/47183/45 neg. (emotion)12687345 stimulation7/87/81-351-361-34 usefulness67/821547/83 tvradiodailyfreemagswwwcinemail paperslocal papers

16. 16 (In)congruent advertising experience Congruent: Mail, free local papers, magazines, newspapers Incongruent: TV, cinema Partly congruent: internet, radio

17. 17 Broad media users vs. limited media users  Multi tasking can be seen as a trend  Analysis on media experience by the use of several medium types in one day is a preliminary study on this subject 2 analyses: I.Consuming only print or only tv, or print + tv: media experience by 3 groups II. Consuming a variety of media media experience by groups that differ in how many media types they use in one day

18. 18 Media experience when consuming only print or only tv, or print + tv: Consumed BOTH television and magazine or newspaper yesterday Consumed NO television, ONLY magazine or newspaper yesterday Consumed ONLY television, NO magazine or newspaper yesterday tvprinttvprinttvprint  transformation 32 26  identification 14 2  pastime 27 40

19. 19 Experience of print, divided in use of different media types at 1 day

20. 20 The benefits from an user’s perspective  The Media Experience Monitor is seen as an unique tool for choosing and justifying the choice of media channels.  Many buyers have also used the results in sales supporting material, such as brochures, newsletters and presentations.  Particularly media strategists and sales departments use the results of the survey.  Especially deepening to specific target groups and within media is desired.  Some parties expressed their wish to access the data in the future via media planning software.

21. 21 Future use  Because of the many approving reactions - it is the only single source study in The Netherlands that compares all types of media - we will certainly repeat the study in the near future (December 2006).  We also have plans for certain improvements, among which to double the number of interviews in order to optimise fine tuning of the results.  Next to this we propose to include new types of media in the study.

22. 22 You experienced the Media Experience Monitor Thank you for your attention