Media Measurement
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Transcript of Media Measurement
April 20, 2006
Media Measurement
Larry Patterson
Nielsen Media Research
TVB April 20, 2006 2
Media Measurement Topics
• Meter Measurement Strategy– Current Metering Technology
– Future Metering Strategies
• Timeshifting Status and Next Steps
TVB April 20, 2006 3
Measurement Principles
• Follow the video
• TV measurement technologies must be adaptable to different environments
• No ‘one size fits all’ measurement solutions
– Toolbox approach
TVB April 20, 2006 4
Consumer Landscape
• “Gadgets" have grown up and matured as real entertainment devices - not toys
• New devices are digital and are often based upon computing technologies
• Focus is on connectivity, integration, and open standards—all areas normally associated with IT systems, not consumer products
TVB April 20, 2006 5
Future Media Measurement
• Current planning and work includes four internal teams focused on:– Expanded Electronic Measurement
– Out of Home
– Internet
– Engagement
• Comprehensive plan coming in June
TVB April 20, 2006 6
In Home Measurement
Increasing complexity
- Accuracy is paramount- Must detect/report ‘source’ data- Need to reduce field installation complexity/time- Must measure all timeshifting activity- Must be adaptable to future media technology
TVB April 20, 2006 7
• Mark II Platform
– 25+ years old - channel centric • 10,000 different TV models
• 2,000 different VCR models
• 250 cable & satellite STB models
• Spans simple TVs… to HDTVs
– 90,000 TVs still measured with Mark-II
– Being phased out
Mark II
TVB April 20, 2006 8
A/P Meter Platform
• A/P is a content based measurement system utilizing embedded codes and time stamped signatures to assign tuning credit.
• Active codes & Passive signatures– Multiple engines for redundancy
– Device agnostic approach to data collection
– Direct connection to TV audio- no noise
• Will measure nearly all popular digital (& analog) in-home TV devices
TVB April 20, 2006 9
A/P Meter Platform
• A/P platform provides the technical foundation for meter-based data collection in the future– Expanding local market measurement
– Out of home
• A combination of tools will be used to measure other devices– Personal media
– Internet viewing
TVB April 20, 2006 10
• Mailable Meter– Small, battery powered set top device
– Mailed to the home like the diary; one per set
– Collects audio signatures for duration of measurement
– Mailed back to Nielsen, like the diary
– Signatures extracted and matched for tuning credit
• Audience collected by a simplified diary
• Currently in Engineering field test in Florida
Future Use of A/P
TVB April 20, 2006 11
• Plug-in ‘Mailable Meter’ – Adding AC power expands functionality
• We added a People Meter
– Plugs into wall power, but not connected to the TV
– Collects codes and signatures throughout the day
– Nightly “data dump” to Nielsen via in-home wireless to phone line or cellular modem
• Currently in Engineering field test in Florida
Future Use of A/P
TVB April 20, 2006 12
Future Media Measurement
• The A/P platform can measure virtually every digital media device found in homes today– Extensible; Built on a flexible, software driven platform
• Four internal teams focused on the media landscape– Expanded electronic measurement
– OOH
– Internet
– Engagement
• Overall measurement plan coming in June
April 20, 2006
Timeshifting Status and Next Steps
TVB April 20, 2006 14
Timeshifting Status and Next Steps
• A/P and DVR Household Status
• VOD Plan and Additional Timeshifting Measurement
• Timeshifting Data Analysis
TVB April 20, 2006 15
A/P and DVR Household Status
• Penetration of DVR and A/P homes continues to grow
SampleHousehold
Type
Installed Sample Counts
Set Meter DVR 1350
Set Meter Non-DVR 1061
LPM DVR 363
LPM Non-DVR 428
NPM DVR 277
NPM Non-DVR 363
April 20, 2006
VOD and Other Timeshifting Measurement Plans
TVB April 20, 2006 17
Timeshifting Measurement Expands
• Modifications to A/P will enable collection and reporting of additional timeshifting data starting in Q/3/2006:– VOD
– “Start Over”
– DVD Recorders
– Network DVRs
TVB April 20, 2006 18
Timeshifting Measurement Expands
• Requirements for reporting additional timeshifted tuning and viewing:– A/P Encoding
• For non-DVR timeshifting, content MUST be encoded in order to be credited
• Only encoded content tuned/viewed in A/P households will be credited
TVB April 20, 2006 19
VOD Measurement Plan
Phase One — Recently Telecast Content
• Programming with original air date and time– A/P encoded by station or cable network– Available via On Demand channel after original telecast– VOD tuning will be included in playback ratings for content viewed
with seven days– VOD playback credit combined with DVR playback credit
• Example: Local News
TVB April 20, 2006 20
Crediting VOD – Recently Telecast
Time WAAA VOD Channel
6:00 PM – 6:30 PM WAAA Evening News
6:30 PM – 11:00 PM WAAA Evening News
11:00 PM – 11:30 PM WAAA Nightly News
11:30 PM – 5:00 AM WAAA Nightly News
TVB April 20, 2006 21
VOD Measurement Plan
Phase Two — Recently Telecast Content
• Breaks out “DVR only” tuning of recent programming from all timeshifted tuning
• Not initially segregated in local systems
Phase Three — Other VOD Content
• Measurement of SVOD and other VOD content
• Primarily a national initiative at this point
April 20, 2006
Timeshifting Data Analysis
TVB April 20, 2006 23
Timeshifting Data Analysis Update
• Metered sample characteristics and a little data
• Diary sample characteristics and a little data
TVB April 20, 2006 24
DVR Sample Characteristics: November 2005
Unweighted %2006 National
UETotal 100.0 100.0Cable/ADS
Cable (b) 58.5 65.9Cable and/or ADS (b) 99.6 85.8No Cable/No ADS (b) 0.4 14.2ADS (b) 43.3 20.8
Household Size1-2 46.7 57.73-4 42.6 31.25+ 10.7 11.1
Presence of Non AdultsNone <18 52.2 64.5Any <18 47.8 35.5
Race of HeadBlack 11.1 12.1Hispanic
Hispanic 6.4 10.2Age of Head
<35 37.9 21.035-54 43.5 41.755+ 18.6 37.4
Average Day In-tab 807
Metered Sample Characteristic ReportTotal Metered Market Installed DVR Homes
TVB April 20, 2006 25
Playback Statistics – Nov 2005
• 99.6% of HUT minutes came from “live” tuning– .4% of HUT minutes derived from DVR playback
• 68% of playback occurred on the same day that the content was recorded (Same Day Playback)– 79% of playback occurred within 24 hours of the time that the
content was recorded
TVB April 20, 2006 26
Same Day Playback Trend
Majority of playback occurs within the same meter collection day.
Same Day Playback % By Measurement Period
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Jul-05 Aug-05 Sep-05 Oct-05 Nov-05 Dec-05
Same Day Playback Remaining Playback
TVB April 20, 2006 27
Playback Statistics – Nov 2005
• Broadcast sources derived larger share of playback credit than cable sources
TVB April 20, 2006 28
Meter Tuning by Source: Nov 2005
Playback crediting slightly favors major broadcast sources over cable.
Major Broadcast: ABC, NBC, CBS, FOX, WB, UPN, TEL, UNI
Distribution of Tuning by SourceNovember 2005
Live Live Plus Index (Live Plus To Live)
Major Broadcast 35.4% 40.2% 113.6
Other Broadcast 1.9% 1.7% 89.5
Pay Cable 5.7% 5.1% 89.5
Ad-Supported Cable 57.1% 52.9% 92.6
TVB April 20, 2006 29
Meter Daypart % - Live vs Live PlusDaypart Share Viewing
DVR HouseholdsNovember 2005
0%
5%
10%
15%
20%
25%
30%
Live 11% 25% 24% 25% 15%
Live Plus 7 Day 10% 25% 23% 28% 14%
Morning DaytimeEarly
FringePrimetime Late Night
TVB April 20, 2006 30
Timeshifting Data Analysis Update
• Timeshifting Data Observations from the 8 Day Diary
TVB April 20, 2006 31
Diary Sample Characteristics: Nov 2005Diary Sample Characteristics
Total Diary DVR HomesNovember 2005
Intab Unweighted % 2005 National UE
Total 6353 100 100.0
Presence of Non Adults
None <18 3547 55.8 64.5
Any <18 2806 44.1 35.5
Race of Head
Black 522 8.2 12.1
Asian 121 1.9 3.8
Hispanic
Hispanic 487 7.7 10.2
Age of Head
<35 1940 30.5 21.0
35-54 2690 42.3 41.7
55+ 1723 27.1 37.3
TVB April 20, 2006 32
Diary Playback Data – Feb 2006
• 9% of the mailed households received 8 day diaries
• 5.7% of the in-tab households were 8 day diary households with 1+ quarter hour of timeshifted viewing– Cutback to set metered markets: 6.5% of diary in-tabs
• 80% of playback credit captured during diarykeeping week occurs within 24 hours of original telecast
• 99.6% of credited quarter hours came from Live tuning– .4% of credited quarter hours came from playback entries
TVB April 20, 2006 33
Local Timeshifting Summary
• Sample penetration continues to grow
• Impact on estimates of timeshifting is increasing– Most noticeable during prime time
• 8 day diary refinements scheduled for testing in May
• LPM sample timeshifting data will be added as the sample size grows