NOVAK laboratory media diary
NOVAK laboratory offers the data package of media research. It allows to carry out
scientifically grounded planning of advertising campaigns. The research is done on media diary
basis.
This type of sociological research is a more accurate method of measurement and analysis of the
audience than ordinary interviewing. The high accuracy is provided by improving the initial
information reading procedure. In case of interviewing, an interviewer comes to a respondent
once and asks about the subjective evaluation of watching/listening frequency while in case of
media diary study an interviewer visits his/her respondent daily or every other day. The
interviewer exercises daily control over the respondent who records in the diary the channel
name he/she views/listens to and interval of viewing/listening to each channel. Thus, the
respondent’s subjective perception of his/her frequency of using the media channel is reduced.
What type of data does the package contain?
First, it is a system of various indicators and factors enabling to estimate the effectiveness of an
advertising campaign and to plan its optimum realization in terms of time and money
expenditures. The most important indicators are given below:
RATING – percentage of people watching/listening to a particular channel from those
surveyed.
SHARE – percentage of people viewing/listening to a particular channel from total audience.
AUDIENCE – an absolute number of those watching/listening to a particular channel.
REACH% - percentage of individuals who have watched/listened to a particular advertising
campaign minimum once.
GRP – a total number of audience watching a particular advertising campaign (at a time
interval of all slots used).
FREQUENCY – an average number of times of watching/listening to a particular commercial
among the target audience.
СOVERAGE N+ - a segment of individuals who have watched an advertising campaign N+
times.
These parameters are calculated for every channel, every 15 min. time interval by days of the
week separately, averaged for days off, averaged for working days, and averaged for a whole
week. The same concerns every periodic program.
Second thing which is probably most important for advertisers is that the software allows to
make calculations for any target group which may be required for the advertiser to conduct an
advertising campaign for its concrete product. This software can be delivered to the subscriber.
Saying in market terms, the maximum reach of a target group is scientifically ensured with
minimum financial expenses. The greater is the number of the mentioned indicators used in
media planning, the higher is the accuracy achieved.
All the above mentioned indicators are calculated in a timely manner using a special software
package PaloMARS and Galileo and delivered to the customer at its request in both digital and
graphic form.
The data accuracy is guaranteed by strict adherence to the sampling procedure, i.e. by formation
of the aggregate of respondents representing a micromodel of the Belarusian society by
parameters of gender, age, education, type of municipality, income, etc.
Sample design: representative of the urban and rural population of the Republic of Belarus by
region, gender, age.
Coverage: Minsk-city,
all regional centers,
cities with population above 100,000 people,
small towns,
villages.
Sample parameters (monthly cycle):
TV-diaries – 6000
Radio-diaries – 3350
Respondents – 2600
Households – 1100
As well as more than 40 rural settlements
Periodicity: Monthly.
Channels measured:
Television:
ONT, Rossiya, First National TV channel, NTV, Cultura, STV, local cable
TV, local aerial TV, Vosjmoi canal, Satellite TV, TVC, Pervyi Muzycalny
Canal.
The questionnaire also allows to “catch” TV channels of minor importance.
Radio:
Belorusski Nationalny Canal 1 (Bel. Nat. 1), Cultura, Majak, Radio Rossiya, Molodiozhny
Canal, Radio Ostankino, Radio B-A, Radio Rocks, Alpha Radio, Pilot FM, Radio Mir,
Unistar Radio, Russkoje Radio, Auto Radio, Stolitsa, local radio, Hit FM.
The questionnaire also allows to “catch” radio channels of minor importance.
ATTENTION! As per subscriber’s request, additional questions including those of
marketing nature can also be introduced into the questionnaire which enables the
customers to form their specific target groups (e.g. “potential consumers”).
Demographic data (to design different target groups): age, gender, level of education,
employment, type of enterprise for which a respondent works (private / state-owned), social
status, income level, etc.
All demographic indicators required by the subscriber can be included in the next wave.