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The way to total TV Audience Measurement and Streaming TV Bas de Vos Managing Director SKO MMS Seminar 2008.

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Presentation on theme: "The way to total TV Audience Measurement and Streaming TV Bas de Vos Managing Director SKO MMS Seminar 2008."— Presentation transcript:

1 The way to total TV Audience Measurement and Streaming TV Bas de Vos Managing Director SKO MMS Seminar 2008

2 Agenda Introduction to SKO – current measurement It is a disturbing world we live in now Chasing Rabbits? –How to solve the quest for total TV measurement? Chasing satellites! –The Dutch Strategy –Streaming TV measurement

3 MMS Seminar 2008 First of all Congratulations to MMS for their 15th anniversary! As a special delivery from Holland we brought some Dutch...... Specialty!

4 MMS Seminar 2008 Television audience measurement in the Netherlands Joint Industry Committee (JIC) –Public broadcaster (NPO) –Commercial broadcasters (SPOT) –Advertisers (BVA) –Media agencies (PMA)

5 MMS Seminar 2008 TV audience measurement Executing research agencies –Establishment survey, TV-panel, viewing data –Registration and classification of broadcasts –Measurement of TV streams ratings streams

6 MMS Seminar 2008 Basic facts Dutch TAM 7.1 million households 6.000 households >60% response TV in 97.9% of all households Population 6+ 14.9 million 1.245 households 2.900 individuals Regional oversampling Including guests

7 MMS Seminar 2008 Basic facts meter People meter Taris 5000 since 2002 Active registration viewing behaviour (remote) Includes guest, vacation and non-viewers button Coincidental telephone interview, overlap with meter data: –TV on = 98.8% –TV viewing = 97.8% –Same channel = 98.0% –During spots = 97.0%

8 MMS Seminar 2008 Basic facts channel identification GPRS transmission Daily reports (7:30 hours) Channel detection Picture Matching Enhance Audio Matching VBI codes

9 MMS Seminar 2008 Broadcast information 456.537 programmes and 1.817.609 spots in 2007

10 MMS Seminar 2008 Basic facts TV viewing

11 MMS Seminar 2008 Basic facts Dutch advertising market Total expenditure television Gross= 2,802.00 million Net = 851.00 million Share of TV Gross Expenditure Food = 15.9% Retail= 11.7% Personal care = 11.6% Source: IP Int KeyFacts 2007, SPOT Financieel Jaarverslag televisiereclame 2007

12 MMS Seminar 2008 Total net expenditure television

13 MMS Seminar 2008 Agenda Introduction to SKO – current measurement It is a disturbing world we live in now Chasing Rabbits? –How to solve the quest for total TV measurement? Chasing satellites! –The Dutch Strategy Streaming TV measurement

14 MMS Seminar 2008 Fast growth Digital Reception

15 MMS Seminar 2008 The begin of the end for analogue VCR

16 MMS Seminar 2008 From test data in 2007 we estimated that 17% of the viewing time of VCR, HD and DVD is Time Shifted Viewing of programmes recorded previously recorded or VOD (7 days) This is less than 1% of the average time viewed total TV Time shifted viewing

17 MMS Seminar 2008 Broadband in almost 84% of households with Internet access

18 MMS Seminar 2008 TV viewing through Internet

19 MMS Seminar 2008 1st half 2008 26% of the households watches streams of TV programmes through the internet From which: –86% On demand streams –11% Live streams

20 MMS Seminar 2008 Increasing supply VOD Set-top Box distribution: Start Over, Look Back, Season Pass Internet distribution: iTunes, 4od, BCC iPlayer, You Tube, Joost

21 MMS Seminar 2008 16% of all visits involves streaming

22 MMS Seminar 2008 Chasing Rabbits?

23 MMS Seminar 2008 Agenda Introduction to SKO – current measurement It is a disturbing world we live in now Chasing Rabbits? –How to solve the quest for total TV measurement? Chasing satellites! –The Dutch Strategy –Streaming TV measurement

24 MMS Seminar 2008 Chasing Satellites : SKO 2.0 Common Currency SKO- EPG SKO- Digital SKO- ??? SKO- ??? SKO- ??? SKO- VOD SKO- Streaming SKO- Bars Time shifted Guests Viewing

25 MMS Seminar 2008 SKO Projects TSV in Common Currency SKO Streaming Test with Portable Meter SKO Piot Digital SKO STB-information

26 SKO Streaming Measuring online TV-content viewing

27 MMS Seminar 2008 Comprehensively Transparently Independently Reporting new online TV audiences

28 MMS Seminar 2008 Single, authoritative source Comparable and useful results Approved TV audience measurement standards applied to stream measurement No currency -We start by combining number of streams requests with regular television ratings in the same report

29 MMS Seminar 2008 Financial model SKO has a contract for all channels with Nedstat Including non-clients! No extra costs for broadcasters Audit by Nedstat for correct implementation

30 MMS Seminar 2008 Panel vs. Server-based pixel measurement Using the current SKO TV panel is too intrusive TV panel (2.900 members) might be too small to provide a sufficient number of individual stream requests STIR, has an online panel (8.000 members) Discussion STIR on how to move on towards the future

31 MMS Seminar 2008 Which streams to measure? Online streams: 1.Live and parallel to TV broadcasts 2.Live and online-only 3.Programmes previously broadcast on TV 4.Micro chunks of programmes previously broadcast on TV 5.Extra programme-related material, online-only 6.Themathic channels that also broadcast on TV

32 MMS Seminar 2008 Live stream paralel to tv broadcast http://www.at5.nl/uitzending_gemist.asp

33 MMS Seminar 2008 Which streams to measure? Online streams: 1.Live and parallel to TV broadcasts 2.Live and online-only 3.Programmes previously broadcast on TV 4.Micro chunks of programmes previously broadcast on TV 5.Extra programme-related material, online-only 6.Themathic channels that also broadcast on TV

34 MMS Seminar 2008 Previously broadcasted on television

35 MMS Seminar 2008 Which streams to measure? Online streams: 1.Live and parallel to TV broadcasts 2.Live and online-only 3.Programmes previously broadcast on TV 4.Micro chunks of programmes previously broadcast on TV 5.Extra programme-related material, online-only 6.Themathic channels that also broadcast on TV

36 MMS Seminar 2008 Micro chunks

37 MMS Seminar 2008 Which streams to measure? Online streams: 1.Live and parallel to TV broadcasts 2.Live and online-only 3.Programmes previously broadcast on TV 4.Micro chunks of programmes previously broadcast on TV 5.Extra programme-related material, online-only 6.Themathic channels that also broadcast on TV

38 MMS Seminar 2008 Online only

39 MMS Seminar 2008 Which streams to measure? Online streams: 1.Live and parallel to TV broadcasts 2.Live and online-only 3.Programmes previously broadcast on TV 4.Micro chunks of programmes previously broadcast on TV 5.Extra programme-related material, online-only 6.Themathic channels that also broadcast on TV

40 MMS Seminar 2008 Extra material, online only

41 MMS Seminar 2008 Which streams to measure? Online streams: 1.Live and parallel to TV broadcasts 2.Live and online-only 3.Programmes previously broadcast on TV 4.Micro chunks of programmes previously broadcast on TV 5.Extra programme-related material, online-only 6.Themathic channels that also broadcast on TV

42 MMS Seminar 2008 Thematic channels Politiek 24 uur

43 MMS Seminar 2008 Project set-up Number of requests per stream Matching stream and broadcast info File including tv ratings Programme report: tv ratings + number of requested streams Report on www.kijkonderzoek.nl

44 MMS Seminar 2008 Stream Sense TM : online video analytics

45 MMS Seminar 2008 Stream Sense TM : Online video analytics Measures third party streams Easy reporting Easy implementation Live statistics Accurate measurements Independent party Knows exactly what clip part is seen Click behavior before, during and after programmes Click behavior during advertising messages Browser based measurement

46 MMS Seminar 2008 Logical issue: match TV stream – TV programme Matching identifiers · Programme title · Programme identifier · Date of broadcast · Channel code · Type of broadcast · Start time of the programme

47 MMS Seminar 2008 Matching application user interface

48 MMS Seminar 2008 First results

49 MMS Seminar 2008 Daily SKO Streaming report

50 MMS Seminar 2008 Monthly SKO Streaming report

51 MMS Seminar 2008 Monthly SKO TSV report

52 MMS Seminar 2008 Soap GTST Sept. 2008

53 MMS Seminar 2008 Summarize!

54 MMS Seminar 2008 What is in it for me? Channels Agencies and the market / SKO

55 MMS Seminar 2008 What is in it for me? Channels: First real insights that go beyond two separate departments Focus on the TV content, not the distribution New performance insights Learn from the parallel with TSV Keep track with developments! –By monitoring we learn

56 MMS Seminar 2008 What is in it for me? Agencies: -Insight in additional views for in script -Insights in what programs are popular (request for online campaigns) -Insight in channel/program strength, next to TV

57 MMS Seminar 2008 What is in it for me? The Market / SKO: Keep track with developments! –By monitoring we learn and get thru insight in what is happening. Instead of only reading millions and millions of views in the magazines. –When the developments show a strong growth. The demand for single source measurement will grow too. WE NEED TO!

58 MMS Seminar 2008 Next steps More SPOT-member channels Micro chunks included in daily reports Live streams Measurement of stream viewing duration

59 MMS Seminar 2008 Measurement of viewing duration We already have rules on time shifted ATV! What are we measuring? –Sessions –Unique player sessions –Buffering –Chunks and Stream duration –Live Streams

60 MMS Seminar 2008 Measurement of viewing duration What are we measuring? –We agree on a live test with Nedstat (November) –Proving to the market that what we think is reported in the new options, is really reported (No Risk Policy!)

61 MMS Seminar 2008 Panel measurement –Tests with Intomart GfK within our TAM (2009) –Test within the STIR panel (In discussion) Measurement of streaming spots (test 2009) –Numbers and –Harmonization! Other issues

62 MMS Seminar 2008 Lessons for broadcasters Establishing cooperation between TV and online departments within broadcasters takes some time Setting up labelling of streams is a complex process –especially when other labelling procedures have been up and running for some time!

63 MMS Seminar 2008 Lessons for other JICs Discuss beforehand new industry standards for measuring and reporting Explain in detail to end users what is being reported Hold to simple but strong results –The quality of measurement of streams is now already higher than most other traditional media use research

64 On the way to total TV Audience Measurement by chasing satellites, not rabbits!

65 MMS Seminar 2008 Thank You! For questions: Bas.de.Vos@kijkonderzoek.nl


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