Media Barometer 2023: history, methodology… All you need to know

► Where does the Barometer come from?

The Media Trust Barometer was launched in 1987 by the quarterly review media powers, created in December 1985 by the Bayard group. Since the cost of a face-to-face study using the quota method is “disproportionate” for the review, The crossthe daily newspaper of the Bayard group, becomes its partner.

Its editorial director, Noël Copin, will find it of real interest when the Barometer highlights the indignation of the public after the affair of the fake mass grave in Timisoara, in Romania, in 1989, or in relation to the media’s treatment of the war. of the Gulf against Iraq in 1991, says the media sociologist Jean-Marie Charon, who will become the editor-in-chief of the journal.

When media powers ceased publication in 1998, The cross finds itself alone in financing the Barometer. A partnership was set up for a few years with Teleramathen more recently with onepointspecializing in the digital transformation of companies.

► How is the questionnaire designed?

For more than three decades, the French have been questioned about their interest in information, the credibility they grant to the various modes of access (television, radio, written press, then the Internet) and their perception of the independence of journalists. .

Other “barometric” questions have been added over the years: how do the French get information? How do they judge the media treatment of the major events of the past year? Are they confronted with more infox on the Internet?

More recently, the questionnaire has been enriched with questions related to current affairs which are also defined during preparatory meetings between Kantar (formerly TNS Sofres) and the editorial staff of The cross. In full mobilization of the yellow vests, the French had been questioned on their perception of the coverage of the movement. Ahead of a presidential election, they are polled on the relationship between information and democracy. This year, in the perspective of the States General of the right to information, questions on the financing of the media or the regulation were posed.

► How has the survey methodology evolved?

From the outset, the Barometer was carried out at the beginning of January according to the quota method with a sample of a thousand people, representative of the French population aged 18 and over. They were questioned face-to-face: a hundred investigators were mobilized over two or three days, presenting themselves at people’s homes.

This year, Kantar conducted a so-called “omnibus” survey (with other topics brought by other clients) in mixed mode (online and by telephone) on a representative sample of 1,500 people. In fact, 1,300 French people were questioned online and 200, among the oldest, by telephone, because they are “harder to reach on digital media”notes Guillaume Caline, director of the public issues and opinion center at Kantar Public.

“Face-to-face interviews predominated until the 1980sexplains the pollster. The following decade, the preferred mode of contemplation became the telephone. Then between 2005 and 2010, new players specialized in online surveys,” and the entire sector had to adapt to new uses.

The online survey “can answer on their smartphone, whenever they want, and they are rewarded for this in the form of points that they accumulate and convert into vouchers”, points out Guillaume Caline. Another advanced advantage: he does not feel “judged” by the pollster and would answer more sincerely, as has been experienced on questionnaires related to the vote in favor of the far right or racism.

Regarding our Media Barometer, Kantar points out that the variations with the previous method are small, because “expressing distrust of an institution is not considered frowned upon” by the respondents, notes Guillaume Caline.


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