UKOM APS methodology in brief

UKOM APS uses a panel-based methodology. A total of at least 35,000 UK individuals aged 2+ are split between a household panel of at least 31,000 and a work panel which will number at least 4,000 when building is completed.

Panellists are recruited by telephone as well as online. The sample recruited using telephone random digit dialling is used to calibrate the online panel and ensure that the panel is properly representative of the online population and unbiased towards heavy internet users.

The panel is finally weighted to the UKOM/NRS Establishment Survey, described in greater detail in this article.

Panellists install Nielsen's NetSight software on their PCs. This is a passive piece of software which records the URL of all internet pages and applications in view and being used. The key metrics reported from this are reach, frequency and time spent for any web property (from a major domain down to a single brand) that has around 35,000 monthly users or more.

The data in UKOM APS can also be analysed by a range of advertiser-friendly target audiences including age, gender, UK social grade, ISBA region and main shopper status.

Data are reported on a monthly basis, on the 10th day following the month end. Primary access is through the online user interface which comes with a UKOM APS subscription. From 24th of each month, the system can also be used to build schedules based on reach and frequency. From May 2010, data will also be available to subscribers from analysis bureaux or via in-house proprietary software, subject to separate commercial arrangements with providers of these services and Nielsen.

Audience analysis for search is also provided by UKOM APS, and reported in a lookup spreadsheet.

UKOM is planning additional developments over the course of 2010, including Ad Network measurement and Video measurement.