2010 Radio Ratings Survival Kit - Nielsen

A better understanding of consumer
usage of products and services with
Panorama
Panorama is a national multi-media database consisting of product and media consumption habits,
consumer behaviours and attitudes. Data is collected through a combination of an online self completion
survey and currency data. Currency data from Metropolitan Radio and both Metropolitan and Regional TV
is then fused into the database so subscribers can create in-depth profiles of listeners/consumers; identify
potential target audiences or product categories for generating advertising sales; validate advertising
performance and much more. The multi-media R&F available in this system allows clients to ascertain a
total reach & frequency for an advertising campaign across radio, television, on-line, newspapers,
magazines and cinema.
RetailSelect – Insights on consumer intentions and retailer preferences
Retail advertising accounts for almost a quarter of all main media spending, in 2009 retailers invested over
$1.9billion in advertising in order to get customers into their stores. RetailSelect helps advertisers
understand their customer intentions and helps them plan how to more effectively target existing and
prospective customers.
RetailSelect asks people aged 14+ to nominate the stores they would consider purchasing from if they
were in the market to purchase; White Goods, Small Electrical Appliances, Mobile Phones, Computers &
Computer Equipment, CD/DVD, Mobile Phones, Hardware and Household Furniture.
Home Entertainment
When it comes to selecting a preferred
retailer when purchasing Home
Entertainment, The Good Guys is the
preferred choice amongst all people in
Sydney, then Harvey Norman and JB Hi-Fi
follow.
Source: The Nielsen Company, Panorama Fused TV/Radio Survey 9 2009
Commercial Radio Listeners
Other insights enhancements
The Nielsen Company – 2010 Radio Survival Kit
The Good Guys
Harvey Norman
JB Hi-Fi
Bing Lee
Dick Smith
Big W
Kmart
Retravision
Myer
Other
Target
Domayne
Clive Peeters
David Jones
Betta Electrical
Strathfield
Sydney Hi-Fi
Clive Anthonys
Chandlers
Wow Site & Sound
6.1
5.8
2.8
2.5
1.8
20.2
18.3
18.3
18
14.3
14.1
13.1
12
11.6
10.2
26.5
33.5
45.4
44.4
43.4
0 5 10 15 20 25 30 35 40 45 50
PALS – Personal Aspiration Lifestyle Segments
The segmentation model based on respondents ranking their
priorities for the future – modelled on their aspirations not
their situation now. Designed in consultation with Charlie
Nielsen (Foreseechange), to provide subscribers with an
alternative to demographics, which is more closely linked to
behaviour rather than age, sex and market. Once an
advertiser’s core audience is establishing using PALS the
segment can then be linked backed within Panorama to the
traditional demographic breakouts and those individuals’
media consumption habits.
Source: The Nielsen Company, Panorama Fused TV/Radio Survey 9 2009
In 2009, Panorama expanded the depth of information covered in technology, Internet, beverages, media
and expanded the attitudinal questions.