Presentation on theme: "MEASUREMENT OF TV. MEASUREMENT OF TV IN NZ TV is measured by NZ’s leading research provider – AGB Nielsen Media Research’s Peoplemeter system is the industry."— Presentation transcript:
MEASUREMENT OF TV IN NZ TV is measured by NZ’s leading research provider – AGB Nielsen Media Research’s Peoplemeter system is the industry currency for Television Audience Measurement (TAM) Ratings provide information about audiences on which programmers can make decisions and is a currency for buying and selling commercial air time on TV The system provides reliable, independent and transparent Television Audience Measurement data for NZ The Peoplemeter system is used widely overseas, and is the only recognised and trusted system in NZ The sample size contains 500 households (approx 1200 people) The sample is continuously managed and updated to reflect the NZ population The system and its results are independently audited to ensure accuracy
THE SEVEN STEPS 1.Establishment Survey The Establishment Survey is a large-scale, face-to-face survey, with two key objectives; to define the characteristics of the population being measured, and to provide a pool of homes from which to recruit the panel. 2,500 households are interviewed each year 2. The Panel The Panel is made up of the appropriate number of homes required to fulfil a statistical sample design which represents the most important population statistics. This includes factors such as age, gender, household size, geography, ethnicity, and tenure 3. The Peoplemeter The Peoplemeter is the preferred TAM methodology worldwide. It requires the sample to register the presence when they watch TV. The Peoplemeter records all their activities – whether they changed channel, watched through the Sky platform, or even from their bedroom TV 4. Polling Polling is the process of collecting the data every night, and occurs between 2am and 6am. This happens via different methods from fixed phone line through to using mobile technology
THE SEVEN STEPS 5. The Production Software Data is then thoroughly checked to ensure accuracy. Pollux is the system used worldwide. By using Pollux this guarantees the integrity and standardisation of the system for all Clients. 6. Programme and Spot data The Programme and Spot data is collected daily by Nielsen Media Research and is then matched with corresponding ratings data 7. Data Analysis Comprehensive analysis software multiplies the value of the TAM data. The overnight ratings and programmes data is available to everyone at 9:30am the following day, with Spot data available by early afternoon
Nielsen Media Research READERSHIP SURVEY Primarily used to measure the readership of newspaper and magazines in NZ However, as part of this process it also tracks other information such as, shopping behaviour, food & beverage consumption, renovations, media consumption, travel and interests which can be broken down by different demographics (ie age, gender etc) and allow us to profile TV programmes against certain groups Survey is completed through face to face interviews with 12,000 people across NZ Fully national including all rural areas There are up to 7 call backs by interviewers
Nielsen cml SURVEY Previously known as Panorama CML (Consumer & Media Insights) combines TV Ratings, readership & product usage Covers a broad range of marketing intelligence from basic demographics to consumer attitudes and interests, media usage, brand level product usage and consumer shopping behaviour Holistic view of media market Detailed media usage for specific consumer audiences Uses industry currencies
SO HOW DOES THIS WORK? Television Currency (‘ratings’) 1200 People 5+ Peoplemeters Readership Currency 12,000 People 10+ Face to Face Interview Data Fusion Consumers’ Product and Service Usage Self Completion Nielsen cml Source: AGB Nielsen Media Research & Nielsen Media Research
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