MEDIJSKA MJERENJA I ISTRAŽIVANJA ZAGREB 2014 "

     

THE FUTURE OF TV AUDIENCE MEASUREMENT""      

RENATA UHLARIKOVA"

     

Kantar Media, International Business Development Director!

     

Renata Uhlarikova International Business Development Director Kantar Media

Seventeen years experience in Audience Measurement With Kantar Media since 1997 Helped to launch and project managed audience

measurement services in various international markets

1936 BBC TV Service

1950 - 1980 Daily Survey used by BBC

1980 BARB is formed

1981 Peoplemeter service in UK

80ties – now Peoplemeter panels in 40 European countries

A BIT OF HISTORY

5

Whilst the TV set is still at heart of content consumption...

Whilst the TV set is still at heart of content consumption...

Fragmentation and the long tail THE LONG TAIL AND FRAGMENTATION

More channels

More platforms

More devices

More timeshift

More VOD

MORE THAN ¼ of UK POPULATION

HAS ACCESS TO 4 SCREENS AT HOME

DEVICES ENABLE MEDIA

0 10 20 30 40 50 60 70 80

Digital penetration

Smartphone Tablet

Source: Country’s Establishment Survey 2014

ONE OF THE BEST THINGS THAT HAS HAPPENED FOR TV IN YEARS

0

10

20

30

40

50

60

70

Hong Kong Korea UK Taiwan Malaysia USA Canada Australia France Italy Spain

Tablets used for TV viewing

% of tablet owners who use their tablets to watch TV. (TNS MobileLife 2012)

TV GOING MOBILE

Source: Cisco

Video as % of Internet Traffic by 2018…

NETFLIX and alike

served more than

Programme requests in

MARCH 2014

320,000,000

of these requests

were from

42% and

TWILIGHT

in the UK

88% of TV viewing live

8-28 day timeshift +1.5% total Devices other than TV +1.5% total

TV AUDIENCE MEASUREMENT NOW

78 countries with peoplemeter system

22 countries measure

Time-shifted viewing

9 countries measure

TV viewing on PCs

3 countries measures

TV viewing on Tablets

Source: Eurodata

11 countries Return Path Data (RPD) Services

Source: KM

HYBRID FUTURE

TAM has been and still is the strongest media

trading currency!

TAM panels are under pressure

It would be very expensive to measure using the traditional panel approach

… But it is a fundamental measurement change!

However alternative solutions are available

THE REALITY & THE OPPORTUNITY

DATA INTEGRATION: PANEL & CENSUS

Rich census level data – increased audience granularity & insight

Does not eliminate need for strong and transparent industry

TAM panel

Making the most of available data –

levering both in a future ready approach

PANEL & RPD

INTEGRATION APPROACH

PeopleMeter

RPD

INTEGRATION APPROACH

PeopleMeter

RPD

STB Tuning TV set on/off

Person level viewing

STB Tuning

INTEGRATION APPROACH

PeopleMeter

RPD

STB Tuning TV set on/off

Person level viewing

STB Tuning

Capping &

PIV

INTEGRATION APPROACH

PeopleMeter

RPD

© 2012 Kantar Media

An example from the UK: ~53k spots on 100 Sky Channels BARB says 50% had no viewing

Combined panel: reduced to 12%

0.00

0.10

0.20

0.30

0.40

0.50

0.60

0.70

0.80

0.90

1.00

1.10 Peoplemeter

Fused  Data

DATA STABILITY Example: Men 16–34 │18 June │ Channel Z

PANEL & WEB SERVER DATA

BARB project DOVETAIL

SKO Videodata Integration Model

BARB project DOVETAIL

Panel Data

respondent level data reflective of viewers’ behaviour

offers… REACH ESTIMATES

DEMOGRAPHIC PROFILES CROSS-PLATFORM BEHAVIOUR AT HOUSEHOLD / INDIVIDUAL LEVEL

Census Data

comprehensive and exact account of all online activity

offers…. TOTAL MINUTAGE

FOR ALL PROGRAMMES

Making the most of the available data

MODEL DESIGN

Panel Data

Census Data

Panel Data with

viewing totals adjusted

Census Data with

demographics appended

STAGE 1

STAGE 2

CALCULATION ENGINE

Calibrated targets

DATA INTEGRATION … ON THE FLY!

SOCIAL TV RATINGS

TWITTER IN THE UK

TWITTER TV RATINGS

Thank you!