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Daily Electronic Television Audience Measurement in Africa

Daily Electronic Television Audience Measurement in Africa

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Daily Electronic Television Audience Measurement in Africa

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  1. Daily Electronic Television Audience Measurement in Africa Craig Johnson: Managing Director Media

  2. 1. BENEFITS OF DAILY ELECTRONIC MEASUREMENT

  3. Diaries v People Meters? • Diaries • Difficult to capture Illiterate persons & kids • Quarter hour averages • Large delivery lag times • Not always filled out at time of broadcast People Meter Not based on recall All household members / TV monitored Longitudinal Panel Greater QC Accurate Overnight Event Data Capture

  4. Benefits Broadcasters Track Daily Performance Demographic targeting Price on audience size Market currency Min x Min Data Advertisers & Agencies Transparency Better Targeting Better able to track ROI Global & Local auditing on unified platform

  5. Media Industry Unlocks greater value of television advertising Spots verified back to the minute Less media wastage Sophisticated analysis available Creates a Currency

  6. 2. Meter Data v Diary

  7. People Meters in China: Shape of the Day • Average Minute Rating % China 2008, Total TV, Individuals 4+

  8. People Meters in China: More Daily Reach • Daily Reach % China 2008, Individuals 4+ The People Meter collects a larger array of channels than Diary measurement .

  9. From Diaries to People Meters: Viewing Levels 6 month trend • Hungary 1993, Individuals 4+ • Weekly Viewing Time (min.)

  10. Introduction of People Meters:Growth of TV Advertising in Croatia • Within 5 years of People Meter measurement being introduced in the Croatia, Net TV advertising market in Croatia increased for 60%: • The introduction of People Meters measurement attracted 2 international TV sales houses to enter the market (RTL and CME) in 2004 • Initially the growth in TV advertising investment was led by international FMCG advertisers (P&G, Reckitt, Johnson Wax, Unilever , etc.)

  11. 2. TAM PANEL DATA

  12. Viewing Data: “Shape of the Day – Wednesday” • A trend (shape) for Wednesday’s SABC 1 audiences can be determined, however, fluctuations • occur on a daily basis due to: • Changes in TV programme schedule on analysed channel as well as other channels • Content being more or less entertaining • Seasonal changes (Autumn vs. mid Winter) 2nd May to 18th July 2012 Wednesday’s Only (SAARF DATA) 18 July 2012. Generations starts earlier to accommodate soccer game.

  13. Viewing Data: Soccer World Cup 2010, Across 31 TAM Countries 31 Countries June | July On average of 200 million viewers watched the World Cup each day (excluding days without games) The World Cup audience peaked on the 2nd day of the World Cup (228 million viewers) The audience decreased after Round of 16, partly because of the late live broadcasts in Asia-Pacific 205 million people watched the World Cup TV programming during the last day of the tournament Source: Nielsen TV Audience Measurement, IBOPE AGB Mexico, TAM India

  14. 2. TAM PANEL DATA

  15. Viewing Data: “Shape of the Day – Wednesday” • A trend (shape) for Wednesday’s SABC 1 audiences can be determined, however, fluctuations • occur on a daily basis due to: • Changes in TV programme schedule on analysed channel as well as other channels • Content being more or less entertaining • Seasonal changes (Autumn vs. mid Winter) 2nd May to 18th July 2012 Wednesday’s Only 18 July 2012. Generations starts earlier to accommodate soccer game.

  16. Viewing Data: Soccer World Cup 2010, Across 31 TAM Countries 31 Countries June | July On average of 200 million viewers watched the World Cup each day (excluding days without games) The World Cup audience peaked on the 2nd day of the World Cup (228 million viewers) The audience decreased after Round of 16, partly because of the late live broadcasts in Asia-Pacific 205 million people watched the World Cup TV programming during the last day of the tournament Source: Nielsen TV Audience Measurement, IBOPE AGB Mexico, TAM India

  17. 3. TAM PANEL PROCESSES

  18. TAM Panel Process

  19. Establishment Survey/Recruitment/Sampling The purpose of the Establishment Survey (ES) is to: • Monitor demographic shifts and changes in TV environment. • Provide Universe updates (annually, when substantial changes occur) • Define panel controls. • Provide a “pool” of TAM recruits. Representivity of the Sample must take into account: • Optimisation of sample size • Follow statistical method: Multi-stage sample stratification; Random selection; Typically, ES is 10 times the size of the TAMS Panel

  20. Not a Perfect World - Quality Control Required • QC Team managers behavioural and technical compliance • Validation Data Entry • Demographic & Equipment Updates • Co-Incidental Study • Education & Training of Panelists • Communication • Field Contact Records and Exit Interview • Panel Incentives • Helpline Panel Relationship Management Data Integrity

  21. Measured Sources

  22. Typical Household Set up People meter #1 Telephone Network TV #1 People meter #2 Communication Unit TV #2 People meter #3 TV #3 Mobile Network GPRS / GSM

  23. Measurement of Individuals Viewing Individuals log-in and log-out to register their viewing. • Panel members register their viewing by using a remote control • Each panel member has his/her own key for easy log in/out procedure • Guest’s viewing is registered by means of specific keys in order to identify basic demographics (male/female; age). The Peoplemeter stores Individual’s Viewing, TV On and Channel. Display Communications Connections

  24. Satellite Dish on Shack

  25. TAM Panel Home in Orange Farm 30kms South of Johannesburg

  26. TAM Panel Member

  27. 4. EVENT DATA (Programmes and Advertising Spots)

  28. Event data is merged with the viewing data to provide ratings for programmes and spots Why is there a need for an independent broadcast “spot log”? • A independent “broadcast log system” provides the industry with precise emission logs based on actual on air content (not pre-scheduling logs). • Multi-national media auditors have access to a reliable spot auditing system and can track ROI. • Broadcasters utilize the system as a check on their own internal processes.

  29. Automated System • Captures TV transmissions 24 x 7 and stores it on a disk. • Progamme content is captured manually with start and end time. • Software interrogates this video database and identifies all previously broadcast spots via “Automatic spot recognition” • New spots flagged – digital signature created, spot archived in brand library – with start and end time.

  30. Automatic Spot Recognition and Data Entry Interface • ASR: scanning the spot library. • Identifying match via Video & Audio signature. • Recognizing & identifying the spot. • System reduces manualintervention. • Powerful and intuitive user interface for data entry. • Customisable controls. • Easy program and product library classification. • Integrates all modules of the system.

  31. 5. TAM Panels and Return Path Data

  32. Using Return Path Data (RPD) • In order to increase samples sizes and monitor viewing without a people meter structure in place viewing information from Set Top Boxes is directly collected by broadcasters - Return Path Data (RPD) • Such data is less expensive and allows to build large samples with a low cost per sampling element comparing to People Meters • The cost reduction respectively to People Meters derives by: • The fact that it is not necessary to use expensive equipment • The absence of installation and panel maintenance costs

  33. Pros and Cons of Return Path Data • Larger samples than People Meter panels withoutassociated cost of hardware, incentives, etc. • Ability to measure audience of small TV channels andreport ratings for low rated dayparts with enough precision • Only measures one digital TV platform (not representativefor all platforms, analogue TV or other uses of TV sets) • Incomplete or missing information related to TV tuning statusand individual viewing (required further data modelling)

  34. 6. TV Analysis Software

  35. Customised software for TV strategists to produce best TV campaigns Viewing Behaviour:Complete & flexible analysis of Viewing Forecasting: Creation of future TV ratings for new campaigns Planning & Optimization: To produce best campaigns to meet client objectives Post Evaluation: Complete analysis of all TV campaigns, own & competitor Flexible report layouts, direct export to Excel. Data stored on network. Allows easy daily data updates, access to all users [client discount deals, mandatory inclusions, exclusions, work spaces etc.]. Regular reports can be set to run automatically, every day, week, month etc. Report automatically e-mailed to list. TV Analysis Software

  36. Q & A