Children & Youth Cross Media Measurement...
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Children and Youth Cross Media Measurement Rolfe Swinton Chief ResearchOfficer, RealityMine Children & Youth Cross Media Measurement Project UPDATE!
Transcript of Children & Youth Cross Media Measurement...
ChildrenandYouthCrossMediaMeasurement
RolfeSwinton
ChiefResearchOfficer,RealityMine
Children&YouthCrossMediaMeasurement
ProjectUPDATE!
WhatWeSetOuttoDo
• WhatistheaudienceforaprogramacrossALL
platforms?
• Whatisthesourceoftheviewership?
• Whatisthecrossmediaconsumptionbehaviourof
anindividual?
• Howdoesthatvarybyage/gender?
Methodology
MeasurementModels
Household centric Devicecentric
Humancentric
SampleTargets
Phase1:Workinghouseholdwithchildren2-6,7-12,and/or13-17– 100HHs
Phase2:Workinghouseholdwithchildren2-17(atleast1aged2-11)– 500HHs
Geographicspread,Heavytechnologyusers
• TVwithTiVo's
• OTT&Cablesubscriptions
• GameStation
• Computer
• Mobilephone
• Tablet
Geographicspread,Heavytechnologyusers
• TVwithTiVo's
• OTT&Cablesubscriptions
• Mobilephone
• Tablet
HowWeareMeasuringitAll
• TiVoPower
WatchPanel
• COPPAcompliant
optin
• High-touchpanel
management
• TVs
• OTTdevices
• Gamesstations
• Tablets
• Laptops
• PCs
• MobilePhones
TiVo
STB ACRDevice
meters
Dataprocessing&
dedupingIndividual
viewerbehaviour
Router
Meter
PanelistsMeasureALLdevices
inthehomeProcessing Results
”WatcherApp”
WhatTVData areWeCapturing?
Programs Promos Commercials
ToUnderstandtheSourceWeneedto“Quadrangulate”
TiVO(SetTopBox)
ACR RouterMeter
DeviceMeter
WhatDeviceData areOurMetersCapturing?
Web
App
Search
Social!
+180more…
Platforms/Content
- Netflix
- Hulu
- Amazon
- YouTube
- Mediaapps
- Socialnetwork
- Etc.
DeviceMeters OnDeviceData Mediaspecific
OTTPlatforms Devicesource
+manymore…
RouterMeter
WhoAreWeMeasuring
TheProfileoftheFirst100Households
0
10
20
30
40
50
60
1 2 3 4 5 6
ChildrenperHousehold
0
10
20
30
40
50
60
2 3 4 5 6 7 8 9
HouseholdSize
05
10152025303540
HouseholdIncome
0
2
4
6
8
10
12
14
16
5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 24
Devicesperhousehold
DiverseTechnologyinUse
=10devices
WhereRespondentsareLocatedAcrosstheUSA
Measurement&MethodologyTheChallenges
TheMajorChallenges…
1 2 3Child“Check-in”
ComplianceApprehension
ofDataPrivacyDataMatching
APeekattheKindofDataThatWillBeComing…
TVVideoViewingSharebySource:WeekdayChildren2-17
0
20
40
60
80
100
weekdayavg weekendavg
Live Streaming Timeshifted
%oftotal
0
20
40
60
80
100
weekdayavg weekendavg
YouTube Netflix Other
ShareofStreamingVideoonTV– WeekdayAverage– Children2-17
%oftotal
0
10
20
30
40
50
60
70
80
90
100
P2+ K2-17 K2-5 K6-11 K12-17
Desktop Smartphone Tablet
PercentageofDailyViewingByAgeGroups/Device- Weekdays
%oftotal
0
20
40
60
80
100
weekdayavg weekendavg
LiveTV StreamingTV Timeshifted TV
Desktop Smartphone Tablet
ShareofViewingAcrossDevices– Children2-17
%oftotal
VideoViewingByDevice&%ofChildren2– 17,WeekdayAverage
5-7am 7am-11pm 11am-3pm 3pm-7pm 7pm-11pm 11pm-2am
LiveTV Timeshifted TV StreamingonTV
Smartphone Tablet
%oftotal
10
20
30
VideoViewingByDevice&%ofChildren2– 17,WeekendAverage
5-7am 7am-11pm 11am-3pm 3pm-7pm 7pm-11pm 11pm-2am
LiveTV Timeshifted TV StreamingonTV Smartphone Tablet
10
30
%oftotal
20
PhaseTwo
WhatisKeyforPhase2
1 ImprovingContentMatching
2 ImprovingPanellistCompliance– MakeitMorePassive
3 ImprovingViewerAttribution
4 ImprovingPanelEconomics
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