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The Print Media surveys in Spain EGM ? The EGM is the Print Media survey in Spain †¢ Since 1968 †¢ Multimedia: †¢ Newspapers (currency) †¢ Magazines (currency) †¢ Radio (currency) †¢ Cinema †¢ Tv (Referential for meters) †¢ Internet (Referential for meters) †¢ Outdoors †¢ The EGM is the Cross Media survey in Spain 2 The Print Media surveys in Spain EGM Radio n = 36. 000 EGM 2000 EGM Multimedia n = 43. 000 The Print Media surveys in Spain EGM Radio n = 36. 000 EGM 2007 EGM Newspaper n = 32. 000 EGM Multimedia n = 43. 000 3 The Print Media surveys in Spain EGM With these extensions we have two different data for Radio and Newspapers: ? The official data (multimedia+monomedia) ? The multimedia data from the Cross Media Survey Example: In 2007 the official audience of â€Å"El Pais was 2,234,000 readers, and the result for the Cross Media Survey was 2,127,000 readers, some 5% less. The Print Media surveys in Spain EGM The â€Å"Market† accepted the coexistence of two different data: ? â€Å"the official data†, currency for the media, is used in the monomedia advertising plans for Radio or Newspapers. We will write a custom essay sample on Statista Report or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page ? â€Å"the other data† is used in the multimedia advertising plan where Radio stations or Newspapers titles are included. 4 The Print Media surveys in Spain EGM Radio n = 49. 000 EGM 2008 EGM Newspaper n = 45. 000 EGM Multimedia EGM Magazine n = 20. 000 n = 30. 000 EGM TV n = 13. 000 The Print Media surveys in Spain EGM The Market demanded the implementation of a Data Fusion Process with the following conditions: ? Audience data for each title, station, etc, must fully coincide with the data that comes from each official source. ? The procedure must be traceable. ? Lastly, it would be convenient that the procedure not imply a long-time frame to come up with presentable data. 5 The Print Media surveys in Spain Data Fusion: Origin Interviews: MULTIMEDIA 30. 00 DEMO GRAPHICS OTHERS INTERNET CINEMA OUTDOORS + LIFE STYLE EQUIPMENT CONSUMPTION + NEWSPAPERS RADIO MAGAZINES TV MOMOMEDIA NEWSPAPERS + 45. 000 + DEMO GRAPHICS + NEWSPAPERS + + + MOMOMEDIA RADIO + 49. 000 + DEMO GRAPHICS + + + + RADIO + + MOMOMEDIA MAGAZINES + 20. 000 + DEMO GRAPHICS + + + + + MAGAZINES + MOMOMEDIA TV + 13. 000 + DEMO GRAPHICS + + + + + + TV The Print Media surveys i n Spain Data Fusion. Final Objetive Interviews: MULTIMEDIA 30. 000 DEMO GRAPHICS OTHERS INTERNET CINEMA OUTDOORS + LIFE STYLE EQUIPMENT CONSUMPTION + NEWSPAPERS RADIO MAGAZINES TV MOMOMEDIA NEWSPAPERS + 45. 000 DEMO GRAPHICS + NEWSPAPERS + + + MOMOMEDIA RADIO + 49. 000 + DEMO GRAPHICS + + + + RADIO + + MOMOMEDIA MAGAZINES + 20. 000 + DEMO GRAPHICS + + + + + MAGAZINES + MOMOMEDIA TV + 13. 000 + DEMO GRAPHICS + + + + + + TV = TOTAL = DEMO GRAPHICS = OTHERS INTERNET CINEMA OUTDOORS = LIFE STYLE EQUIPMENT CONSUMPTION = NEWSPAPERS = RADIO = MAGAZINES = TV 6 The Print Media surveys in Spain Data Fusion. System We used predefined strata of known size in the population: Province (50) x Town Size (2) x Week Day (2)= 200 strata Province (50) x Town Size (2) x Gender (2)= 200 strata (Depending on the Media being fused) We wanted to make sure that the strata of the 5 studies and the sum of the 5 original files amount to the same as the population within each strata: Example: Province Valencia Town Size + 50. 000 Gender Men Population 902,626 The Print Media surveys in Spain Data Fusion. System The sum file of the 5 initial surveys has missing information that we are going to fulfill in 5 steps, adding with each step the information of one of the media with monomedia extention, and the rest of the information that only exists in the multimedia survey. 7 The Print Media surveys in Spain Data Fusion. System In each strata we used a donor-receiving system, assigned the information to each receiver of the closest donor of the available ones, computed the range on the basis of a wide set of variables: Age Role Social Status Weekday Language Household Size Town Etc. Nationality Children in home Sex The Print Media surveys in Spain Data Fusion. System Distances are rank ordered and the pair of most similar individuals is selected: For each stratus h 1 wr1 2 wr2 Receivers †¦ †¦ j wrj †¦ q wrq Donors 1 2 . . i . . p Weight Weight wd1 wd2 †¦ †¦ wdi †¦ †¦ wdp Distance Matrix 8 The Print Media surveys in Spain Data Fusion. System Donors and their weights: Distance matrix is computed and distances are rank ordered from greatest to lowest. Receivers and their weights: Total Receivers weight: 3,10 0,60 1,40 1,80 1,10 8,00 3,00 1,50 2,00 1,00 0,50 8,00 Total donors weight 8 2 6 1 3 7 5 Distance Matrix The Print Media surveys in Spain Data Fusion. System Donors and their weights: Pair with the lowest distance between them is selected. Receivers and their weights: Total Receivers weight: 3,10 0,60 1,40 1,80 1,10 8,00 3,00 1,50 2,00 1,00 0,50 8,00 Total donors weight 8 2 6 1 3 7 5 Distance Matrix 9 The Print Media surveys in Spain Data Fusion. System Donors and their weights: Receiver is pasted donor information Receivers and their weights: Total Receivers weight: 3,10 0,60 1,40 1,80 1,10 8,00 3,00 1,50 2,00 1,00 0,50 8,00 Total donors weight 8 2 6 1 3 7 5 Distance Matrix Donor weight greater than receiver weight The Print Media surveys in Spain Data Fusion. System Donors and their weights: Receiver is written in to the fused file with its own weight and deleted from the distance table Receivers and their weights: Total Receivers weight: 3,10 0,60 1,40 1,80 1,10 8,00 3,00 1,50 2,00 1,00 0,50 8,00 Total donors weight 8 2 6 1 3 7 5 Distance Matrix Donor weight greater than receiver weight 0 The Print Media surveys in Spain Data Fusion. System Donors and their weights: Donor finishes in the table with a weight equal to the difference in weight bettewn that of the donor and that of the receiver Receivers and their weights: Total Receivers weight: 3,10 0,60 1,40 1,80 1,10 7,40 3,00 1,50 2,00 0,40 0,50 7,40 Total donors weight 8 2 6 1 3 7 5 Distance Matrix Donor weight greater than receiver weight The Print Media surveys in Spain Data Fusion. System Donors and their weights: Pair with the lowest distance between them is selected. Receivers and their weights: Total Receivers weight: 3,10 0,60 1,40 1,80 ,10 7,40 3,00 1,50 2,00 0,40 0,50 7,40 Total donors weight 8 2 6 1 3 7 5 Distance Matrix 11 The Print Media surveys in Spain Data Fusion. System Donors and their weights: Receiver is pasted donor information Receivers and their weights: Total Receivers weight: 3,10 0,60 1,40 1,80 1,10 7,40 3,00 1,50 2,00 0,40 0,50 7,40 Total donors weight 8 2 6 1 3 7 5 Distance Matrix Donor weight less than receiver weight The Print Media surveys in Spain Data Fusion. System Donors and their weights: Receiver is written to the fused file with a weight equal to the donor weight Receivers and their weights: Total Receivers weight: ,10 0,60 1,40 1,80 1,10 7,40 3,00 1,50 2,00 0,40 0,50 7,40 Total donors weight 8 2 6 1 3 7 5 Distance Mat rix Donor weight less than receiver weight 12 The Print Media surveys in Spain Data Fusion. System Donors and their weights: Receiver finishes in the table with a weight equal to the difference in weight Donor is deleted from the distance table Receivers and their weights: Total Receivers weight: 1,10 0,60 1,40 1,80 1,10 5,40 3,00 1,50 2,00 0,40 0,50 5,40 Total donors weight 8 2 6 1 3 7 5 Distance Matrix Donor weight less than receiver weight The Print Media surveys in Spain Conclusions Donor file, Receiver file and Fused file contain exactly the same information in the imputed variables, and this for all the common strata and for all their possible additions. Internal relations among fused variables are kept and are the same for all the files and surveys. For those variables not controlled, distributions should be as similar as possible. Traceability is possible, one can know exactly how many times each record is replicated, and how original interviews are the base for each data. 13 Thank you! WRRS Valencia 2009 14