How is internet audience measured?

A scientific methodology based on two pillars

The robustness and innovation of this audience measurement audience measurement Quantitative study of the frequency of use of media. Find out more method are based on a process of hybridization that combines two complementary types of data data Digital data Find out more : user-centric user-centric This audience measurement technique involves the collection of data at the level of the device (computer, tablet, smartphone) on which the user browses the internet. Médiamétrie's Internet audience measurement is based on such user-centric techniques, backed up by panels. Find out more data and site-centric site-centric Site-centric measurement refers to an audience measurement technique from data recorded on the website whose audience traffic was measured. This site-centric measurement is usually performed by a specialised solution, such as Google Analytics, that measures and analyses traffic using tags embedded in website pages or the screens of a mobile app. Find out more data.

1. A representative representative A sample is said to be representative when it has been generated via a representative draw, meaning that each individual in the population had a non-zero probability of being selected. Representativeness relates to the sample and not to a unit of the population. It is not synonymous with a proportional sample or a "reduced model" of the population studied. In survey theory, it has been demonstrated that an optimal sampling strategy consists of organising the sample according to the variables that are most correlated to the subject of the study. Find out more panel panel A sample from which information is collected over time. It can be questioned several times at regular intervals. This method is pertinent for studying changes in behaviour. The sample can be questioned continuously: - either: each individual in the panel is asked to fill in a daily questionnaire relating to the subject of the study. This is the case for the Radio panel. - or the information is recorded and returned regularly. This is the case for the Médiamat panel. This method is pertinent for understanding behavioural patterns and their changes if the panel lasts long enough. Find out more of individuals (User-Centric Data)

The measurement is based on a statistically robust panel of 20,000 individuals aged 2 and older, residing in metropolitan France. This panel is recruited based on rigorous sociodemographic and device criteria:

• Multi-screen tracking tracking Activity which aims to measure the profile of a visitor to a website, their browsing path, interests, origin in the network, etc., in order to tailor content to them. Find out more : One-third (1/3) of panelists own two or three screens (smartphone, computer, tablet).
• The meter meter Measurement software installed on computers, smartphones or tablets of panellists in order to collect, with their consent, all of their surfing paths on computers, mobiles or tablets making it possible to produce the Internet audience measurement. Find out more : All of these panelists’ browsing activity is automatically measured by a meter, a software program installed directly on their various screens.
• The Equipment Barometer Barometer By analogy with meteorology, this term designates any regular measurement that can give an account of changes in audience, opinion, image, etc. Find out more : This baseline study study Any research done across a population, line of business, or products (programme content, programme schedules, etc.) A study relies most often on the data coming out of a survey (or surveys). Find out more ensures the panel’s representativeness and adjustment adjustment A statistical processing that aims to correct structural discrepancies on one or more variables between the sample and the entire population studied (based on a known structure, such as a census or a framing study). This processing involves the calculation of a so-called adjustment coefficient for each individual surveyed. The coefficient is then combined with the extrapolation to arrive at its weight and thus align the weighted sample's structure to the structure of the population. Find out more . The data is updated every six months based on the last six months.
• Quality Control Control All the operations implemented to verify the quality of information gathering: the work of the interviewers, the participation of the interviewees, progress against objectives, etc. Find out more : Multiple stages of data validation and verification are carried out throughout the production chain to ensure highly reliable results.

2. Site-Centric Data

This panel data is enriched with direct (site-centric) measurements drawn from a database database All the homogeneous data collected over the course of several surveys and whose structure provides the potential for tailor-made consultations and inquiries. Find out more of 300 sites and applications representative of the French web. This database is developed in partnership with market certification bodies, such as the ACPM ACPM ACPM (OJD until 2015) is a professional association which assure diffusion, distribution and counting of newspaper and advertising media. Find out more .
 

A Framework of Trust and Market Standards

The transparency and neutrality of internet audience measurement are guaranteed by two key bodies in the advertising market:

• The Internet Committee: It brings together the market’s key players to oversee all methodological developments, define communication rules, and ensure consistent measurement for all.
• The CESP (Center for the Study of Advertising Media) : This independent organization regularly audits audience measurement to verify and certify the quality of the results produced.
   

Detailed and customizable results

The results of the Global Internet Audience Measurement are delivered each month at M+1 (one month after the measured period) via a dedicated interface.
 

Available key metrics

The measurement allows for the analysis of activity across all screens (computers, smartphones, tablets), all carriers, all operating systems (Android and iOS), and all connection networks (3G, 4G, 5G, and Wi-Fi):

• Audience Audience The set of listeners, viewers, or TV viewers in which each individual is equally weighted, regardless of their listening/viewing duration or frequency of contact. Find out more : Number of unique visitors per month, per average day average day Data relating to an average day correspond to the arithmetic mean of the corresponding data over the different days of the week, with this average being calculated over all of the weeks in the period studied. The idea of the average day Monday-Friday is also used: the week is then limited to five days. Find out more , and per specific date.
• Profiles: Standard targets and strategic targets.
• Usage volume: Time spent and number of page views.
• Rankings: Analyses available by Parent Parent This level encompasses the audience of a set of brands. It is important to note that a Brand can only be counted in one Parent. The Parent is the company which is the principal shareholder of the Brands (and not the URLs) that are associated with it. Find out more (Group), Brand Brand Brand is the “brand” level. A brand is a set of URLs which are identified by the same logo. A brand is a coherent ensemble from the user viewpoint, in particular given the graphic charter or brand universe. Find out more , Channel Channel A subset of the brand URLs that overlap with a single theme (e.g., news, e-mail, etc.); the channel audience contributes to the overall audience of the brand, which itself contributes to the overall audience of the Parent. Find out more (subset of URLs), and Application.
   

Customized targeting targeting An action to define or create a target. Find out more

Using a customizable analytics module, users can cross-reference more than 400 criteria to build customized strategic targets:

• Gender, age, and socioeconomic status.
• Household Household In the statistical sense of the term, a household refers to all occupants of the same dwelling, whether they are related or not. A household may be composed of a single person. Household populations therefore effectively exclude some communities (workers' hostels, retirement homes, university residences, prisons, etc.), the homeless, seamen and people living in mobile homes. Find out more size and metropolitan area size.
• Household income bracket and presence of children.
• Amenities and employment status.

All of these analyses are structured according to specific classifications (market, technical—including domains and subdomains—and advertising—including ad agencies, ad packages, and networks).
 

The strategic benefits of audience measurement

For all web stakeholders (whether or not they are Médiamétrie clients, since the measurement is comprehensive and covers all stakeholders), access to this data offers three major benefits:

1. Better understanding of audiences: Analyze trends in audience behavior and time spent online, and gain in-depth insights into the online behaviors of strategic target target A subset of the population which we aim to reach with a show or advertising campaign. The target is defined using socio-demographic, equipment, or behavioural characteristics. Find out more audiences.
2. Benchmarking the competition: Study the shared and exclusive audiences among different players and highlight a brand’s strengths (affinity, profile) within a competitive landscape.
3. Identify trends: Conduct rigorous sector-specific analyses across more than 85 thematic areas (social media, press, e-commerce sites, etc.) and anticipate new user behaviors by tracking the emergence of new websites or apps.