노르웨이, 수동 측정을 기반으로 차량 내 라디오 청취를 측정한 최초의 국가

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.

"우리는 세계 최초로 자동차 청취를 매일 보고하게 된 것을 자랑스럽게 생각합니다. 이를 통해 방송사로서 라디오가 하루 종일 청취자를 어떻게 따라다니는지에 대한 중요하고 새로운 통찰력을 얻게 되었습니다. 또한 상업적 관점에서 볼 때 라디오 청취의 상당 부분이 자동차에서 발생한다는 사실을 확인하게 되어 기쁘며, 이는 매장으로 가는 길에 청취자를 만나고 싶어하는 광고주에게 흥미로운 정보입니다." 노르웨이의 오디오 측정 운영 그룹을 대표하여 P4- 그룹의 수석 애널리스트 Åse Marit Linberg가 말합니다.

“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.

닐슨은 향후 몇 년 동안 이 제품에 지속적으로 투자하고 개선해 나갈 것입니다.