{"id":860,"date":"2015-04-20T10:17:28","date_gmt":"2015-04-20T09:17:28","guid":{"rendered":"http:\/\/www.magazinemedia.be\/etude-daudience-media-2e-partie-de-grands-changements-aux-pays-bas\/"},"modified":"2015-07-13T16:32:15","modified_gmt":"2015-07-13T15:32:15","slug":"etude-daudience-media-2e-partie-de-grands-changements-aux-pays-bas","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/etude-daudience-media-2e-partie-de-grands-changements-aux-pays-bas\/","title":{"rendered":"Etude d\u2019audience m\u00e9dia \u2013 2e partie : de grands changements aux Pays-Bas"},"content":{"rendered":"<p class=\"MsoNormal\">R\u00e9cemment, NOM (le CIM n\u00e9erlandais) a publi\u00e9 sa strat\u00e9gie en vue de mesurer l&rsquo;audience totale des marques m\u00e9dias. Etant donn\u00e9 qu&rsquo;un d\u00e9bat similaire a lieu en Belgique, il est int\u00e9ressant de suivre les d\u00e9veloppements chez nos voisins du nord, notamment autour de l&rsquo;audience totale du m\u00e9dia magazine, de la lecture digitale et de l&rsquo;am\u00e9lioration des donn\u00e9es d&rsquo;audience des petites marques m\u00e9dias.<\/p>\n<p><b>Audience totale du m\u00e9dia magazine<\/b><\/p>\n<p>Jusqu&rsquo;\u00a0il y a peu, et autrement qu&rsquo;en Belgique, l&rsquo;enregistrement des tirages et la mesure d&rsquo;audience de marques de presse magazine et quotidienne aux Pays-Bas \u00e9taient confi\u00e9s \u00e0 deux instituts s\u00e9par\u00e9s\u00a0: HOI pour les tirages et NOM pour l&rsquo;audience. Le fait d&rsquo;avoir int\u00e9gr\u00e9 l&rsquo;enregistrement des tirages au NOM depuis 2015 a cr\u00e9\u00e9 des possibilit\u00e9s d&rsquo;utilisation des comptages de tirage en vue d&rsquo;am\u00e9liorer la mesure d&rsquo;audience, notamment pour les marques plus petites. On y travaille actuellement d&rsquo;arrache-pied.<\/p>\n<p>On ouvre ainsi aussi la porte \u00e0 une approche 360&rsquo;\u00b0, similaire \u00e0 celle de la MPA aux Etats-Unis (<a href=\"http:\/\/www.magazine.org\/magazine-media-360\" target=\"_blank\">lire plus<\/a>). Selon NOM, c&rsquo;est d\u00e9j\u00e0 possible aujourd&rsquo;hui, en tout cas lorsque les donn\u00e9es ne sont utilis\u00e9es que pour la promotion d&rsquo;un type de m\u00e9dia.<\/p>\n<p>Pour pouvoir aussi r\u00e9guli\u00e8rement produire une audience totale \u00e0 des fins de planning m\u00e9dia, il est n\u00e9cessaire de disposer de\u00a0:<\/p>\n<ul>\n<li>les chiffres d&rsquo;audience print (compl\u00e9t\u00e9s par des donn\u00e9es de recensement)\u00a0;<\/li>\n<li>l&rsquo;audience digitale (y compris mobile), qui aux Pays-Bas rel\u00e8ve du NOBO\u00a0;<\/li>\n<li>et, d\u00e9pendant de la marque, \u00e9ventuellement aussi encore l&rsquo;audience d&rsquo;autres canaux, tels que la vid\u00e9o, l&rsquo;audio, les m\u00e9dias sociaux et les \u00e9v\u00e9nements.<\/li>\n<\/ul>\n<p>Afin d&rsquo;\u00eatre pr\u00eat pour cet avenir, NOM a d\u00e9j\u00e0 r\u00e9alis\u00e9 une s\u00e9rie de choses\u00a0:<\/p>\n<ol>\n<li>Depuis 2012, des questions sur la lecture digitale des magazines (au niveau aggr\u00e9g\u00e9) ont \u00e9t\u00e9 int\u00e9gr\u00e9es au Print Bereiks Monitor.<\/li>\n<li>Depuis janvier 2014, la lecture totale est mesur\u00e9e pour 10 magazines (Voetbal International, Viva, Elsevier, Libelle, Autoweek, Donald Duck, Margriet, Quest, LINDA, National Geographic) et 10 quotidiens.<\/li>\n<li>Depuis janvier 2015, et ce pour toutes les marques magazines, des questions sont pos\u00e9es concernant la lecture de magazines durant les 12 derniers mois, sur papier comme sur plate-forme num\u00e9rique.<\/li>\n<\/ol>\n<p>Sur ces bases, le Print Bereiks Monitor et la mesure d&rsquo;audience digitale (NOBO) peuvent d\u00e9j\u00e0 \u00eatre coupl\u00e9s cette ann\u00e9e. L&rsquo;autre \u00e9tude d&rsquo;audience m\u00e9dia (TV, radio) aussi incorpore d\u00e9sormais ces questions, ce qui fait qu&rsquo;\u00e0 l&rsquo;avenir on pourra proc\u00e9der \u00e0 un couplage entre toutes les \u00e9tudes d&rsquo;audience.<\/p>\n<p class=\"MsoNormal\"><b>Lecture digitale du m\u00e9dia magazine<\/b><\/p>\n<p>Les questions sur la lecture digitale ont d&rsquo;ores et d\u00e9j\u00e0 g\u00e9n\u00e9r\u00e9 des informations int\u00e9ressantes sur la lecture du m\u00e9dia magazine aux Pays-Bas. Une premi\u00e8re conclusion, des plus importantes, est qu&rsquo;\u00e0 un moment ou un autre presque tout le monde aux Pays-Bas lit des magazines\u00a0:<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-1-FR.png\"><img decoding=\"async\" class=\"alignnone size-medium wp-image-3449\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-1-FR-300x166.png\" alt=\"grafiek 1 FR\" width=\"300\" height=\"166\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-1-FR-300x166.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-1-FR-1024x568.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-1-FR.png 1140w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p>Cependant, de nos jours tout le monde ne lit pas de la m\u00eame mani\u00e8re, m\u00eame si pour l&rsquo;instant, comme aux Etats-Unis, le papier reste toujours la premi\u00e8re plate-forme\u00a0:<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-2-FR.png\"><img decoding=\"async\" class=\"alignnone size-medium wp-image-3450\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-2-FR-300x167.png\" alt=\"grafiek 2 FR\" width=\"300\" height=\"167\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-2-FR-300x167.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-2-FR-1024x570.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-2-FR.png 1341w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p>L&rsquo;\u00e9tude NOM r\u00e9v\u00e8le que ces derni\u00e8res ann\u00e9es la lecture digitale a connu un d\u00e9veloppement positif, notamment sur smartphone et tablette. La lecture via le PC a r\u00e9gress\u00e9 apr\u00e8s 2012 suite \u00e0 l&rsquo;essor des appareils mobiles. Il est frappant de constater qu&rsquo;aujourd&rsquo;hui cette tendance semble se stabiliser, voire s&rsquo;inverser l\u00e9g\u00e8rement\u00a0:<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-3.png\"><img decoding=\"async\" class=\"alignnone size-medium wp-image-3443\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-3-300x162.png\" alt=\"grafiek 3\" width=\"300\" height=\"162\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-3-300x162.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-3.png 964w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p>Appendice<\/p>\n<p>En 2015, l&rsquo;audience des produits papier et digitaux est coupl\u00e9e sur bases des donn\u00e9es NOM (magazines\/quotidiens) et NOBO (Internet)\u00a0:<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-4-FR.png\"><img decoding=\"async\" class=\"alignnone size-medium wp-image-3451\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-4-FR-300x165.png\" alt=\"grafiek 4 FR\" width=\"300\" height=\"165\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-4-FR-300x165.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-4-FR-1024x563.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-4-FR.png 1154w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p class=\"MsoNormal\"><span lang=\"FR-BE\">Dans les \u00e9tudes d&rsquo;audience Internet (DDMM, NOBO), les petites marques ne peuvent toutefois pas \u00eatre mesur\u00e9es de fa\u00e7on fiable, tout simplement parce que c&rsquo;est trop cher. A l&rsquo;avenir, cela pourrait aussi \u00eatre le cas pour l&rsquo;\u00e9tude d&rsquo;audience print (NOM). D&rsquo;autres sources de donn\u00e9es sont donc n\u00e9cessaires pour compl\u00e9ter les donn\u00e9es d&rsquo;audience. Les donn\u00e9es de recensement (tirages) peuvent \u00eatre collect\u00e9es pour toutes les marques, petites et grandes, papier et num\u00e9riques.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-5-FR.png\"><img decoding=\"async\" class=\"alignnone size-medium wp-image-3448\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-5-FR-300x121.png\" alt=\"grafiek 5 FR\" width=\"300\" height=\"121\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-5-FR-300x121.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-5-FR-1024x415.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/04\/grafiek-5-FR.png 1094w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p class=\"MsoNormal\"><span lang=\"FR-BE\">Des informations de tirage seront d\u00e8s lors utilis\u00e9es pour am\u00e9liorer et renforcer les donn\u00e9es d&rsquo;audience des petites marques. On travaille encore au d\u00e9veloppement d&rsquo;une m\u00e9thode ad\u00e9quate dans ce sens.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>R\u00e9cemment, NOM (le CIM n\u00e9erlandais) a publi\u00e9 sa strat\u00e9gie en vue de mesurer l&rsquo;audience totale des marques m\u00e9dias. Etant donn\u00e9 qu&rsquo;un d\u00e9bat similaire a lieu en Belgique, il est int\u00e9ressant de suivre les d\u00e9veloppements chez nos voisins du nord, notamment autour de l&rsquo;audience totale du m\u00e9dia magazine, de la lecture&#8230;<\/p>\n","protected":false},"author":1,"featured_media":861,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-860","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Etude d\u2019audience m\u00e9dia \u2013 2e partie : de grands changements aux Pays-Bas - WE MEDIA Magazine Media<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/mediabereiksonderzoek-deel-2-grote-veranderingen-nederland\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Etude d\u2019audience m\u00e9dia \u2013 2e partie : de grands changements aux Pays-Bas - WE MEDIA Magazine Media\" \/>\n<meta property=\"og:description\" content=\"R\u00e9cemment, NOM (le CIM n\u00e9erlandais) a publi\u00e9 sa strat\u00e9gie en vue de mesurer l&rsquo;audience totale des marques m\u00e9dias. Etant donn\u00e9 qu&rsquo;un d\u00e9bat similaire a lieu en Belgique, il est int\u00e9ressant de suivre les d\u00e9veloppements chez nos voisins du nord, notamment autour de l&rsquo;audience totale du m\u00e9dia magazine, de la lecture...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/mediabereiksonderzoek-deel-2-grote-veranderingen-nederland\/\" \/>\n<meta property=\"og:site_name\" content=\"WE MEDIA Magazine Media\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/wemediabe\/\" \/>\n<meta property=\"article:published_time\" content=\"2015-04-20T09:17:28+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2015-07-13T15:32:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/thumbnail_2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"702\" \/>\n\t<meta property=\"og:image:height\" content=\"312\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"@nick\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"@nick\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture est.\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/mediabereiksonderzoek-deel-2-grote-veranderingen-nederland\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/mediabereiksonderzoek-deel-2-grote-veranderingen-nederland\/\"},\"author\":{\"name\":\"@nick\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/person\/da7a8bb349cbdf9b2721c15afd6f6cde\"},\"headline\":\"Etude d\u2019audience m\u00e9dia \u2013 2e partie : de grands changements aux Pays-Bas\",\"datePublished\":\"2015-04-20T09:17:28+00:00\",\"dateModified\":\"2015-07-13T15:32:15+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/mediabereiksonderzoek-deel-2-grote-veranderingen-nederland\/\"},\"wordCount\":760,\"publisher\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#organization\"},\"articleSection\":[\"Research\"],\"inLanguage\":\"fr-BE\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/mediabereiksonderzoek-deel-2-grote-veranderingen-nederland\/\",\"url\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/mediabereiksonderzoek-deel-2-grote-veranderingen-nederland\/\",\"name\":\"Etude d\u2019audience m\u00e9dia \u2013 2e partie : de grands changements aux Pays-Bas - 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