MARKET & MEDIA
Marketing, Data, and Strategy departments in agencies, media, and advertisers trust us.
ODEC is a leader in audience studies processing, media product, and measurement, as well as in IT solutions for Analysis, Planning, and Reporting both in Spain and Latin America.
Available Studies
Audience
Radiostreaming anonymously records online radio listening to analyze audience habits and complement studies such as the EGM.
Optimization
Methodology for combining multiple sources/studies into a single resulting database.
Total Integration
Available Studies
Audience
Radiostreaming anonymously records online radio listening to analyze audience habits and complement studies such as the EGM.
Optimization
Methodology for combining multiple sources/studies into a single resulting database.
Total Integration
Available Studies
Audience
Radiostreaming anonymously records online radio listening to analyze audience habits and complement studies such as the EGM.
Optimization
Methodology for combining multiple sources/studies into a single resulting database.
Total Integration
Multiverso is a comprehensive platform that unifies media, consumption, and lifestyle data to offer a complete and representative 360° cross-media view.
Studies MEDIA & MARKET
The General Media Study (EGM) is a study on media consumption in Spain, conducted by the Association for Media Research (AIMC).
The objective of the General Media Study is to analyze the behavior of the potential consumer population regarding various media. Its areas of study include specialization in radio, press, television, cinema, internet, magazines, supplements, and outdoor media.
The sample for the EGM study is adjusted based on sociodemographic criteria and is composed of nearly 48,000 people. It is divided into three equally sized and designed samples. In turn, the sample is subdivided into seven equal subsamples, one for each day of the week, as daily media are studied whose audience behavior varies from day to day.
Different methodologies are used for collecting the interviews:
- Personal Interviews - Face to Face
- Telephone Interviews
- Online Interviews
For each Wave and Cumulative wave, the following information is available:
- Classification Data (Social and Demographic)
- Information about each Media
- Household Equipment
- Lifestyle
The only source where information from all media coexists.
For some media — Press, Magazines, and Supplements — the data provided for each wave shows excessive variability, possibly due to the more local nature of some audiences, the size of some titles, and the reduced sample sizes involved, resulting in high sampling errors.
For this reason, for these media, data from each wave is not published or distributed but replaced by an annual cumulative figure that combines the current wave data with the two previous ones. This is called the Cumulative source.
Each Wave is therefore published and distributed with two information sources:
- The wave, which contains information only for Internet, Outdoor, Cinema, Radio, and TV, but not for press, magazines, and supplements.
- The cumulative, which contains information for all media (average of the last three waves), all cumulative data.
This coexistence of two information sources poses a problem from an application point of view for multimedia analysis and planning, as there is no database where the official data for each medium, the cumulative for Press, Magazines, and Supplements, and the wave for all others coexist.
The same technology originally designed to integrate multimedia and monomedia sources — Optimal Fusion — is applied here to obtain a unique database with all the information for each medium, known as the Official EGM.
It groups all the information collected over five years into a single database to provide a data source that allows for much greater geographical disaggregation levels than current ones, such as provinces, capitals, and regions.
To achieve this objective, we ensure that the aggregated 5-year database is representative of the current population, both overall and at much more detailed levels of geographic disaggregation—districts, municipalities, and counties. The study must be representative of each of the geographical units that can be identified.
The population of each municipality and region included in the study must equal the real resident population estimated by the Census Update based on the Continuous Population Register data from the INE, updated by sex, age groups, and province every three months. The distribution of this population by municipalities and regions is obtained from electoral census data also provided by the INE.
Representativeness means that population estimates obtained from the weighted sample match the census data and, furthermore, that the sample size—the number of interviews in each allowed geographical disaggregation—is sufficient to keep sampling errors of the studied metrics (audiences, their precision) within market-accepted standards.
Database resulting from the fusion of the AIMC Brands Study and the General Media Study (EGM) applying our OPTIMAL FUSION methodology.
AIMC Brands is an annual study conducted by the Association for Media Research (AIMC) that provides information about media and product consumption as well as consumers’ lifestyles and attitudes. This study, a "media-product" type, combines data on media exposure, brand and product consumption, lifestyles, and attitudes.
GEOMEX is the audience measurement study for the outdoor advertising sector in Spain (OOH). It offers precise data for planning advertising campaigns based on geolocation, visibility, and geospatial audience calculations. It is the official data source for outdoor media audiences in Spain (OOH).
Since 1984, CIES has conducted the Basque Country and Navarra Media Audience Study. This multi-media study measures press (both print and digital), digital media, radio, television, and internet audiences.
This study is conducted by the Association for Media Research (AIMC) on internet usage in Spain. Its main objective is to understand internet users’ habits and opinions, as well as the evolution of internet usage. It is the largest sample research on internet usage in Spain. It is based on a self-administered questionnaire via the internet.
RadioStreaming
Internet radio listening is recorded and produces Log files where we find the listening activity of each listener anonymously.
These Log files contain vital information that clarifies listening habits — how, when it happens, from where it is listened to, what is listened to, duration (not always), from which type of device, and whether the transmission was successful or produced an error.
With this information, we obtain the audience for each of the stations during different periods, later merging it with audiences obtained from other studies, such as the General Media Study (EGM).
Also, all minute-by-minute data of the daily connections for each station are available on our STREAM platform.
Tools and Web Platforms
Tom Micro
Software that provides media planners with all the tools needed to successfully carry out the media planning of any advertising campaign.
This tool, through all its modules, will provide the following services or utilities:
- Proprietary tools for media planning.
- Creation or modification of media outlet rankings.
- Evaluation of different media plans.
- Optimization of media plans.
- Tables and maps for selecting the outlets that will form the plan (Duplication Tables, Coverage Accumulation Tables, and Christie Diagram).
- Generation and quantification of target audiences.
- Variable segmentation, which will allow obtaining homogeneous segments or groups that can later be used as target audiences.
- Creation of user variables, based on those provided by the default study.
- Cross-variable and/or outlet analysis through the tabulation module and correspondence factor analysis.
- Specific analyses for TV media.
Galileo
Powerful application for the analysis of all types of studies, especially those oriented to media research and planning. It is mainly aimed at marketing and research departments of advertising agencies, media and advertisers.
With Galileo we can:
- Perform tabulations: Allows you to analyse any variable crossing and visualise the results in table or graphical mode.
- Analysing relationships between variables: carrying out a factor analysis of correspondences.
- Define custom variables: It is possible to define variables according to needs, based on variables already existing in the study.
- Create target audiences. To obtain groups of individuals and use them as target audiences, we have several alternatives: create custom variables, generate typologies (cluster analysis), or through the automatic creation of groups (variable segmentation analysis).
- Research, analyse and plan media: Any advertising campaign can be created, researched and analysed using the modules included in Galileo:
- Ranking of media.
- Construction and evaluation of media plans.
- Optimisation of media plans.
- Tables for researching advertising plans and media.
- Media ranking maps.
- Analyse trends: We can examine the evolution of any variable (consumption, brands, etc.), medium or media plan over time.
APIs
Getting data has never been easier. Our various APIs make it easy for our clients to access the different studies and available data from their own environment or application.
TOM Web
TOM Web is the evolution of the powerful Galileo and TOM Micro tools, integrating the best of both into an enhanced, collaborative, and accessible platform from any computer. Designed for advertising agencies, marketing departments, and advertisers, TOM Web provides a complete and continuously evolving solution to meet market needs.
Key features of TOM Web:
- Comprehensive study analysis: Allows advanced tabulations and analysis of relationships between variables to gain deep insights.
- Media planning and optimization: Provides tools to build and evaluate media plans, optimize strategies, and create media outlet rankings.
- Data visualization: Offers customized tables and charts to visualize results.
- Custom variable definition: Adaptable to each campaign’s needs, allowing creation of specific variables and segmentations based on existing data.
- Selection and classification of media outlets: Includes tools like Duplication and Coverage Accumulation Tables for strategic media selection.
- Real-time collaboration: Its collaborative design enables teams to work efficiently together from anywhere.
Constantly evolving, TOM Web combines Galileo’s analytical depth and TOM Micro’s planning precision into a modern, scalable platform ready for today’s challenges.
Web platform with the latest technology for visualizing daily Radio Streaming consumption.
Optimal Fusion
Optimal Fusion is the methodology for combining multiple sources/studies into a single resulting database.
Optimal Fusion Components:
- It is proprietary and original developed by ODEC / QUINAO.
- For any type of data source (surveys, panels, radio and TV meter data, censuses, advertising, investments, sales…).
- For both industry sources and proprietary sources.
- Methodology used and validated by AIMC since 2008.
Applied in Spain since 2008 to the EGM, General Media Study. Our data fusion methodology is currently being applied in:
- Fusion of EGM + AIMC Brands.
- Fusion of KANTAR TV + AIMC Brands.
- Fusion of AD-Hoc / CRM Studies + Official sources (EGM, AIMC Brands, KANTAR TV, Online media sources).
- Fusion of daily Digital Radio Streaming consumption (IPs) + EGM.
Project Multiverso is a platform for integrating diverse and independent information, whether related to media consumption, products, lifestyles… It is designed to build a true CROSS MEDIA 360° platform that hosts and embraces all available information, conventional, digital, or of any type in a single, comprehensive, census-based, and representative repository.