TRM NOVEMBER 2013 (TRADE READERSHIP MONITOR XI 2013)
SYNDICATED STUDY - TRADE PRESS READERSHIP REPORT
SHORTNED REPORT
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NIELSEN – MARKET RESEARCH WORLD LEADER Tasks and activities One of the main tasks of Nielsen is to support Brand Managers through monitoring and analysis of the competitive environment. Nielsen helps to develop clear strategies based on consumer insights. • The company was founded in 1923 in the United States by Arthur Charles Nielsen • Since 2001, part of the company which is the world leader in marketing information, media measurement and trade press monitor • Currently active in over 100 countries • Nielsen focuses on supporting clients by: – Market measurement – Creating tools and analytical services – Support in evaluating the performance – Assistance in finding potential • Nielsen tracks the trends around the world and provides an integrated understanding of global change - reports are published on the website: www.pl.nielsen.com
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ACNIELSEN STANDARDS • Applied statistical methods guarantee fulfillment of global quality standards concerning reported results: – Standard error for proportions at the level of a whole sample does not exceed 2 pp (percentage points) for the sample of 1019 stores.
• Given maximum value of standard error concerns values reported for the whole country • The fulfillment of Nielsen global quality standards concerning the quality of reported data is provided
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STORES’ POPULATION REPRESENTED IN TRADE READERSHIP MONITOR RESEARCH 2013 Hypermarkets and Supermarkets
Food and Mixed Stores
Mutlipurpose
Sweet-Alcohol Stores
Drug Stores
TOTAL 105 000
•
As a result of weighting, given results are representative for the retail FMCG shops in Poland
•
Sales channels with significantly different assortment (gas stations, pharmacies) and those which have marginal impact on FMCG trade (food and multipurpose kiosks) have been excluded
• Types of stores not considered in the research account for no more than 6% of turnover in trade of FMCG articles
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RESEARCH DESCRIPTION RESEARCH METHOD:
o Face-to-face individual interviews o Interviews conducted with a division by types of the stores and regions; according to the sample (sample selection by Neyman’s method) based on ACNielsen Retail Measurement Department stores database o Syndicated study with participants: Publisher of Poradnik Handlowca and international FMCG producers. o Respondentami badania były osoby odpowiedzialne za zaopatrzenie sklepu i czytające prasę handlową. o Execution date: November 2013
RESEARCH SAMPLE:
o N=1019 interviews o Different types of stores o Interviews were conducted in whole country according to the division into rural and urban regions o Labels with logos of the trade press publications were shown to respondents (rotated) RESEARCH PARTICIPANTS *:
o High volume
monthly – Handel, Hurt&Detal, Magazyn Życie Handlowe, Poradnik Handlowca i Wiadomości
Handlowe o Low volume monthly - Handlowiec, Magazyn Kosmetyki, Wiadomości Kosmetyczne, Rynek Spożywczy * In the research participated magazines meeting two basic criteria: 1) title is currently registered in Association of Press Distribution Control (Związek Kontroli Dystrybucji Prasy) and 2) their circulation is at least 10 thousand copies ** Handlowiec hasn’t been classified as high volume montly magazine since it has been issued in increased montly circulation of 70.000 copies for too short time. Data presents results above 3%. Only high-volume magazines with monthly circulations of minimum 60 000 copies
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SHOPS’ SAMPLE SELECTION IN TRM RESEARCH o
Sample of shops based on Nielsen list and exclusive shop database of Nielsen Polska.
o
Randomly chosen from the Nielsen database
o
Classification of shop types and regions according to Nielsen definition
o
Sample division into levels (disproportional) • By regions • By channels (type of a shop) • By area (rural/urban)
o
Random selection of shops in the levels
o
Results weighted by the number of shops (numerical) due to disproportional sample selection
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RESULTS OF TRM NOVEMBER 2013
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SOURCES OF INFORMATION HELPFUL IN TAKING PURCHASE DECISION FOR THE SHOP Which from the following sources of information helps you in taking purchase decision for the shop?
Total stores in Poland – persons receiving trade press, N=824
Sales representative
Przedstawiciel handlowy producenta
65%
41%
Prasapress handlowa Trade
TV TV
28%
Internet Internet
26%
Daily magazines
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
Prasa codzienna, czasopisma
18%
Customers Klienci
9%
Billboard Billboard
5%
Radio Radio
4%
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TRM XI 2013, WEIGHTED DATA 8
THE REACH OF TRADE PRESS
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THE REACH OF TRADE PRESS (aided with vignette and face of magazines) Which of the magazines from this card reach your shop?
Total stores in Poland, N=1019
41%
Poradnik Handlowca
Wiadomości Handlowe
38%
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
Handel
27%
Hurt & Detal
Magazyn Życie Handlowe
16%
4%
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TRM XI 2013, WEIGHTED DATA 10
THE REACH OF TRADE PRESS (aided with vignette and face of magazines) Which of the magazines from this card reach your shop?
Traditional stores (Small Format) in cities over 10 000 inhabitants, N=491
47%
Poradnik Handlowca
Wiadomości Handlowe
38%
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Handel
26%
Hurt & Detal
Magazyn Życie Handlowe
19%
4%
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TRM XI 2013, WEIGHTED DATA 11
READERSHIP OF TRADE PRESS
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READERSHIP OF SEASONAL CYCLE (RSC) (aided with vignette and face of magazines) Have you read... in the past 6 months?
Total stores in Poland – persons receiving trade press, N=824
47%
Poradnik Handlowca
Wiadomości Handlowe
43%
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Handel
31%
Hurt & Detal
Magazyn Życie Handlowe
18%
4%
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TRM XI 2013, WEIGHTED DATA 13
READERSHIP OF SEASONAL CYCLE (RSC) (aided with vignette and face of magazines) Have you read... in the past 6 months?
Traditional stores (Small Format) in cities over 10 000 inhabitants, N=491
43%
Poradnik Handlowca
Wiadomości Handlowe
36%
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Handel
24%
Hurt & Detal
Magazyn Życie Handlowe
17%
3%
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TRM XI 2013, WEIGHTED DATA 14
READERSHIP OF THE LAST EDITION (Have you read the last edition of ... magazine? Have you read the last edition of ... magazine?
Total stores in Poland – persons receiving trade press, N=824
39%
Poradnik Handlowca
Wiadomości Handlowe
34%
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
Handel
24%
Hurt & Detal
Magazyn Życie Handlowe
13%
3%
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MAGAZINE AWARENESS
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PROMPTED MAGAZINE AWARENESS (aided with vignette and face of magazines) What trade magazines from this list have you ever heard of?
Stores in cities over 10 000 inhabitants, , N=633
46%
Poradnik Handlowca
Wiadomości Handlowe
40%
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Handel
33%
Hurt & Detal
Magazyn Życie Handlowe
27%
7%
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TRM XI 2013, WEIGHTED DATA 17
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DISCLAIMER (SHOULD STAY IN POLISH LANGUAGE) „Badania i raporty z badań opracowane są przez AC Nielsen Polska Sp. z o.o. w Warszawie.” Badania i raporty z badań stanowią przedmiot praw autorskich majątkowych AC Nielsen Polska Sp. z o.o. w Warszawie.
Publikowanie całości lub części, powielanie, rozpowszechnianie wyników badań i raportu końcowego oraz wykorzystywanie ich w całości lub części w jakiejkolwiek formie pozostającej w sprzeczności z przepisami prawa autorskiego bez zgody wymienionego podmiotu, stanowić będzie naruszenie majątkowych praw autorskich i będzie ścigane na drodze postępowania karnego oraz stanie się przedmiotem stosownych roszczeń na drodze postępowania cywilnego.”
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