ノルウェー、パッシブ測定に基づく自動車内のラジオ聴取率測定を初めて実施

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.

"私たちは、世界で初めて自動車聴取率を日次レベルで報告できることを誇りに思います。これは放送局として、ラジオというメディアが一日を通してリスナーをどのようにフォローしているかについて、重要で新しいインサイト 。商業的な観点からも、ラジオ聴取のかなりの割合が車内で行われていることを確認できて嬉しく思います。これは、リスナーと買い物に行く途中で会いたがることの多い広告主にとって興味深い情報です」と、ノルウェーのオーディオ測定運営グループを代表して、P4-グループのシニアアナリスト、オーセ・マリット・リンベルグ（Åse Marit Linberg）氏は語る。

“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.

ニールセンは今後数年間、この製品への投資と改善を続けていく。