Date information Supplied June 2017
Contact details AIMC - Asociacion para la investigacion de medios de comunicacion, Basilica, 19 8ªA 28020 MADRID (Spain) Tel: +34 91 570 11 74 Fax: +34 91 570 2049 - Carlos Lozano e-mail:
Survey Description
Fieldwork period this update refers to e.g. July 2014-June 2015 January - December 2017
Survey type Continuous February to November Face to face using CAPI for general study plus- CATI Newspapers extension- CAPI Magazine extension
Please let us know about any relevant developments and tests in the past two years Main areas of test: 1.- CAWI Magazine extension (2016) and Multimedia (2017)
Reporting Frequency Three times a year
Periods Covered by Reports Report 1 Moving year ending March Report 2 Moving year ending May Report 3 Moving year ending November.
Who owns the survey Media Agencies Advertisers Media
Universe and Sample
Universe Individuals aged 14+ living in private households in Spain (Ceuta and Melilla population is not included)
Universe Size 37.782.633
Annual Sample Size - 30.000 CAPI multimedia plus: - 45.000 CATI for Newspapers - 20.000 CAPI for Magazines
Sample Selection Type Stratified by region. Random route system for CAPI general study - RDD for CATI Newspapers extension - Quota sampling for CAPI Magazine extension
No. of Sampling Points in Annual Sample 4.286 in the CAPI general study (EGM Multimedia)
No. of issued Names per Sampling Point
No. of Achieved Interviews per Sampling Point 7/8 interviews per electoral district
Method of Interview Personal, face to face, with Tablet CAPI plus CATI for newspaper extension
Is a mixed methodology used for the readership interview? If yes, please give details
Are any of the readership interviews completed online?
(Annual sample if applicable)
Average Length of Interview 30 minutes in CAPI multimedia 12 minutes in CATI Newspapers extension 13 minutes in CAPI Magazines extension
Average Length of Readership Questions 5 minutes in CAPI multimedia 2 minutes in CATI Newspapers extension 5 minutes in CAPI Magazines extension
Media Covered
Types of printed publication measured
(websites and digital platforms will be covered separately)
Newspapers, Supplements, Magazines, TV, Radio, Cinema, Internet, Outdoor
Other (secondary) media included
Total number of print titles per Informant
National Newspapers 14
Regional Newspapers 85
Weekly Newspapers
Sunday Newspapers 15 (Weekend magazines of daily newspapers)
Weekly Magazines 30
Fortnightly Magazines 4
Monthly Magazines 70
Other 3
Types of magazine measured e.g. consumer, business etc
Newspaper Sections Covered and, if Yes, Method Used No
Are any forms of online/digital readership measured within the questionnaire? PC Websites: Yes
Mobile Platforms: Yes
If so, which of the following digital platforms measured? Publisher websites for personal computers (pcs): Yes, Qty: We only publish aggregated data
Publisher websites for mobile phones: Yes, Qty: We only publish aggregated data
Publisher websites for tablet computers, e.g. i-pads: Yes, Qty: We only publish aggregated data
Publisher apps for mobile phones: Yes, Qty: We only publish aggregated data
Publisher apps for tablet computers, e.g. i-pads: Yes, Qty: We only publish aggregated data
Digital editions of newspapers and magazines: Yes, Qty: 23
Other digital platforms: , Qty:
Are questions on websites and other digital platforms asked…
After questions on print readership are complete? Yes
Alongside/in combination with questions on readership in print? No
In another way? If so, Please specify
Does your survey measure websites and/or other digital platforms by passive methods, such as meters, downloaded software or cookie based techniques? No
If yes, please give details
When you publish estimates for websites and/or other digital platforms are these…
Calibrated/adjusted to match passively collected estimates
(from external sources or your own data)
Based on respondents’ answers only Yes
Not published / used for internal purposes only No
Use of Modelling and Fusion to Provide Combined Datasets
Are any modelling or fusion techniques used to provide combined data? Please give details for the following if they are applicable
With marketing data collected in a separate questionnaire? No
With digital/online reading estimates? No
With measures of other media consumption, e.g. TV, radio etc.? Yes
With additional information about readership collected in a separate questionnaire? e.g. Audience accumulation, quality of reading, ad exposure etc.? No
Questions About Print Readership
Stimulus and how Employed For Magazines: Coloured mastheads. Grouped according to the publication type. 3 or 4 titles per screen. For Newspapers in CAPI multimedia: Grouped coloured mastheads of the titles active in each province. 3 or 4 titles per screen. For Newspapers in CATI extension: no visual stimulus and no title prompting.
Definition of "Reading Having read or looked at any issue.
Hurdle/General Filter Question Last 30 days for newspapers. Last six months for magazines and supplements
Hurdle Common to all Publication Groups
Wording of Hurdle Question "What newspapers have you read or looked at within the last 30 days?" Same question for magazines and supplements: "within the last 6 months"
Time-related Filter Question Yes - as above
Wording of Time-related Filter Question As above
Is a specific issue readership measure used to arrive at the readership currency? No
If specific issue readership is used…
How many publication intervals are used to establish readership?
Frequency Question (Wording of Frequency Question) Newspapers: 'How many issues of (title) do you usually read or look at of the seven that come out during the week?' Magazines: 'How many issues of (title) do you usually read or look at of the ...' 4 in a month (weekly magazines and supplements) 6 in 3 months (fortnightly magazines) 6 in 6 months (monthly magazines)
Recency Question (Wording of Recency Question) When did you last read or look at any copy of (title).
Recency Question - How completed
Recency Pre-codes Hidden or Disclosed to Informants? Disclosed
Question Order (Sequence of Reading Questions) - Filter - Frequency - Recency - Quality questions
Question Order Horizontally or Vertically - Filter (Vertically) - Frequency, recency and quality of reading questions (horizontally)
Publication Groups Order - Fixed
Publication Groups Order - Rotated All publication groups are rotated.
Titles Within Groups - Fixed
Titles Within Groups - Rotated All titles are rotated within each group.
Provenance (Source of Copy Question) Yes
Quality of Reading Questions - Number of reading occasions - Reading time
Basis for AIR Estimates and Technique used Recency question
Cumulative Readership Estimates (Technique/Model in General use) Individual reading probability according to the frequency declared, adjusted with the audience of the last period. The cumulative audience is calculated by the bi-nomial distribution.
Are any SEPARATE surveys used to provide additional data relating to readership or advertising exposure?
e.g. Specific issue readership, audience accumulation, quality of reading, ad exposure
Demographics and Marketing Data
Main Demographics Sex, Age, Socio-economic status, Region, Occupation, Education, Marital status, Household size.
Marketing /Product Consumption Data (Types of Data Collected) - Consumption of products - Home appliances - Lifestyle
Collection Method of Marketing/ Product Consumption Data Part of personal interview of the general study (EGM Multimedia)