1. Main Quantitative CIM Studies - Media Surveys Radio : CIM Tactical Study Tactical study : three waves per year (most recent : wave 2012-3) – Universe : 12+ – Quarter by quarter data, for every individual – Total reach (last months), daily reach, rating, share of stations – Place of listening Objectives – Measure Audiences of most Belgian radio stations – Study reach of time slots on several targets – Provide references for ratecard policies & campaign evaluation Methodology – Face-to-face recruitment – Everybody is asked to fill in a week diary, also non-listeners – Ascription of listeners who didn’t send back their dairy (receivers) by listeners with similar socio-demographic & listening profile (donors – with complete diary) – +/- 24 000 interviews per year, in three waves 179 Pagina 176
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