La Norvegia è la prima a misurare l'ascolto radiofonico in auto sulla base di una misurazione passiva

Norway, January 14, 2020– After 4 years of development and testing, Nielsen has now launched the world’s first passive measurement of radio listening in a car, as part of the official audio measurement in Norway.

The method is based on a combination of proprietary algorithms and the accelerometer that is built into each of Nielsen’s measuring chips for audio, PPM (Portable People Meter). Members of Nielsen’s listening panel carry the measuring chip with them throughout the day, and in this way it can be identified what proportion of the radio listening takes place in a car.

With this innovation, Nielsen’s radio customers in Norway are the first in the world with detailed and precise insight into listening in a car. This type of insight is relevant for further development, both from an editorial and a commercial radio perspective. Broadcasters are given the opportunity to quantify more reliably who and how many people listen to radio in the car, and what kind of content is chosen on the ride. Commercially, driving is considered a particularly valuable time to reach out to people with advertising messages, close to the time of purchase.

The first 2 weeks of 2020 show that 17% of the total listening takes place by car. The figures partly indicate large differences between the age groups, where people aged 30-49 have the largest share of listening in a car with 27%. A larger proportion of men than women’s radio listening takes place in a car, with 21% for men and 14% for women, respectively.

"Siamo orgogliosi di essere i primi al mondo a riportare l'ascolto delle auto a livello giornaliero. Questo ci dà, come emittenti, un'importante e nuova visione di come la radio come mezzo di comunicazione segua l'ascoltatore durante la giornata. Da un punto di vista commerciale, sono anche felice di confermare che una percentuale significativa dell'ascolto radiofonico avviene in auto, un'informazione interessante per i nostri inserzionisti che spesso vogliono incontrare l'ascoltatore sulla strada per il negozio", afferma Åse Marit Linberg, analista senior del gruppo P4, a nome del gruppo direttivo per la misurazione audio in Norvegia.

“It is very fun that we can now offer this extra dimension to the measurement we deliver to the Norwegian market. The Norwegian audio broadcasters are at the very top when it comes to cooperation and facilitation for joint development for the industry, and this global launch is a result of just this “, comments Nielsen’s commercial director, Ragnhild Herlofsen.

Nielsen continuerà a investire e a migliorare questo prodotto nei prossimi anni.