Media fair-trade… Key Benefits Of Electronic Forms Of

Media fair-trade… Key Benefits Of Electronic Forms Of

Media fair-trade…
Key Benefits
Of Electronic Forms
Of Audience Measurement
Laurence Chausson / Pushkar Kulkarni
International Business Development Director
THREE KEY FACTORS
… IN THE MEASUREMENT WORLD
• Amount of TV viewing
• Media proliferation
• Advertising spends
DAILY TV VIEWING BY INDIVIDUALS – BY REGION
Source: Eurodata
Media proliferation
and fragmentation
MIDDLE EAST & AFRICA GROWTHS (%)
MEDIA & ENTER SPENDING, MEDIA & ENTER CONSUMER SPENDING, TOTAL ADVERTISING
45
40
35
30
25
20
CARG: 11%+
15
10
5
0
-5
eMarketer (Jan 15)
Ad expenditure in the Africa & Middle East would amount to
19.28 billion US$ and would grow to 25.35 billion US$ by 2018.
-10
-15
2008
2009
2010
2011
ME&AFR Media&Enter Spending
2012
2013
2014
2015
ME&AFR Media&Enter Consumer Spending
2016
2017
ME&AFR Advertising
Source: McKinsey & Company Global Media Report 2013
Necessity to understand and measure the audience
“One accurate measurement is worth a thousand expert opinions.”
Grace Hopper
If you cannot measure something,
it will be difficult for you to understand it,
hence to improve it and/or to sell it.
AUDIENCE MEASUREMENT &
ACCOUNTABILITY

Broadcasters



rely on selling commercial airtime as their main source of revenue
spend $$$m making or buying programmes and need to monitor
these investments
Advertisers/Agencies


spend $$$m in planning and buying commercial airtime
need acceptable and comparable standards for budget
allocation
AUDIENCE MEASUREMENT IS AN INDUSTRY DRIVER…
… AND ESTABLISHES TRADING CURRENCY

Is different to other market research…...it drives the
business……revenue and expenditure are directly related to the
ratings.

It needs to create an acceptable, accurate, transparent , independent
and single trading currency for all stakeholders
ADVANTAGES OF METERED AUDIENCE MEASUREMENT
& KEY BENEFITS
 ACCURATE STATION RECOGNITION
Automated – Not memory based
Real time activity recorded
 GRANULARITY
Time unit reported to the clock minute
 AVAILABILITY
Daily data delivery
 CONTINUITY
Metered measurements combined with
continuous panel
SCHEDULING BENEFIT
Better channel mix
Better program selection
Better spot positioning
POST-BUY BENEFIT
Better and faster tracking
of campaign performance
Better understanding
of performance factors
EXPECTED DATA VARIATIONS
(when moving to Electronic Measurement)
 Impact on total viewing
 Lower prime-time audiences and higher day-time audiences.
 Lower channel shares for major channels and larger shares for
minor channels.
 Increased reach for minor channels, sometimes changes in the
reach for major channels
 Smaller audiences for the most popular programmes but with
the general list preserved.
 Increase of average number of channels viewed
 Substantially more channel switching.
Case Studies
around the Globe
Kazakhstan
Norway
China
Vietnam
Kazakhstan
• TV Currency
• Currently using Portable meters
• Since 2007
The average number of channels viewed to increase
Drapeau Kazak
Average number of channels viewed a day
Diary
PPM
5
4.5
4
3.5
3.3
3.1
2.9
3
2.5
2
1.5
1.1
1.0
0.9
1
0.5
0
All days
Weekdays
Weekends
Higher total viewing
Drapeau Kazak
Average minutes of viewing a day
Diary
200
PPM
+26%
+35%
+22%
162
153
149
150
124
121
120
100
50
0
All days
Weekdays
Weekends
Higher total viewing with Largest “Add-On” for young
viewers
Drapeau Kazak
Average minutes of viewing a day
Diary
PPM
350
-2%
300
+26%
+72%
+62%
250
+9%
+32%
+12%
200
214
171
153
150
219
155
143
121
114
89
100
145
153
125
110
90
50
0
Average
10-17 years
18-24
25-34
35-49
50-64
65+
China
• TV Currency
• Currently using PeopleMeters
• Since … a long long time
• On going process of converting markets with metered panels
2006.10.1—2006.12.30 4+
1:00
0:00
23:00
22:00
21:00
20:00
19:00
18:00
17:00
DIARY
16:00
15:00
14:00
13:00
50
12:00
11:00
10:00
9:00
8:00
7:00
6:00
5:00
4:00
3:00
2:00
rating(%)
TTV Trend - Changchun
60
PM
40
30
20
10
0
Top Channel Performance-Changchun
Changchun
PM
DIARY
Ranking
Rating%
Share%
Channel
Rating%
Share%
Ranking
1
1.6
10.95
Jilin TV City Channel(TV2)
2.22
16.7
1
2
1.05
7.14
Changchun TV General Channel(TV1)
1.33
9.98
3
3
1.01
6.88
CCTV General Channel
1.17
8.75
2
4
0.99
6.74
CCTV-5
0.86
6.45
5
5
0.88
6
Jilin Satellite
0.79
5.93
4
6
0.79
5.42
CCTV-3
0.76
5.72
6
7
0.65
4.43
CCTV-8
0.59
4.43
7
8
0.61
4.15
CCTV-6
0.41
3.07
8
9
0.43
2.91
Changchun TV Entertainment Channel(TV2)
0.38
2.86
9
10
0.37
2.55
CCTV Youth Channel
0.36
2.72
12
11
0.34
2.31
CCTV-4
0.36
2.69
17
12
0.32
2.2
CCTV-2
0.35
2.65
13
13
0.32
2.21
Hunan TV Satellite Channel
0.32
2.41
10
14
0.32
2.19
Jilin TV Movies&Teleplays Channel(TV4)
0.25
1.91
11
15
0.27
1.88
CCTV News Channel
0.22
1.68
14
2006.10.1—2006.12.30 4+
Ratings Trend by Channel –Changchun
Changchun TV General Channel
30
DIARY
PM
20
15
10
Commercial break
5
2006.10.1—2006.12.30 4+
1:00
0:00
23:00
22:00
21:00
20:00
19:00
18:00
17:00
16:00
15:00
14:00
13:00
12:00
11:00
10:00
9:00
8:00
7:00
6:00
5:00
4:00
3:00
0
2:00
rating(%)
25
Data Interpretation Implications
1 PM Ratings Point
≠
1 Diary Ratings Point
– People Meter ratings are of higher quality driven by better accuracy and precision.
– 400 People Meter GRPs
≠
400 Diary GRPs
Commercial Break Ratings
≠
Program Ratings
– People Meter provides commercial break ratings by minute to evaluate and
estimate spot ratings more effectively.
CPRP based on PM > or = or < CPRP based on Diary
– Depending on program & channel selection
Vietnam
• TV Currency
• Currently using PeopleMeters
• Since 2009
• On going process of converting markets with metered panels
Benefits of Electronic measurement - more accuracy
More accurate data – broadcaster’s content investment consideration
Assumption that the production costs for
the two game shows: “Chung toi la chien
sy” and “ Thu gian cuoi tuan” is the same.
• Diary method shows “Chung toi la chien
sy” is more effective than “Thu gian cuoi
tuan”
• People Meter otherwise shows that “Thu
gian cuoi tuan” is better performed than
“Chung toi la chien sy”
Source: KM Audience measurement – Hanoi
Benefits of Electronic measurement - more accuracy
More accurate data – more effective buying for advertiser
20:00 - 23:00 hours
Channel Broadcast Title
ai la trieu phu
ai thong minh hon hoc sinh lop 5
bai hat viet 2011
bai hat yeu thich
bao thanh thien
bo tu 10a8
cau vong tinh yeu
VTV3
chuc be ngu ngon
chung toi la chien sy
chuyen tinh o song kyun quan
dau truong 100
dem cua tinh yeu
guong mat than quen
hay chon gia dung
hop ca tranh tai
khat vong thuong luu
qua tang cuoc song
the thao 24/7
thu gian cuoi tuan
tim kiem tai nang vietnam's got
talent
toi yeu viet nam
tro choi am nhac 2012
Cost/GRP
20:00 - 23:00 hours
Cost/GRP
20:00 - 23:00 hours
Meter
Diary
Channel Broadcast Title
Meter
Diary
Channel Broadcast Title
219.6
78.4
chuyen khong cua rieng ai
276.6
83.5
am thuc doc dao
317.6
93.1
cuon theo chieu gio
379.4
186.6
ban tin tai chinh thi truong
285.9
91.6
dong vang
72.2
147.4
ban tin thi truong
154.1
71.4
hanh trinh xanh
395.7
635
bi mat o los Angles
298.5
107.6
khong the lang quen
585.5
834
cham vao qua khu
255.8
98.9
logo dai
232.4
133.6
cho be ngay mai
213.7
111.9
luc lac vang
183.9
118.6
chuyen phiem toi thu ba
mai mai niem tin theo
369.5
94.7
dang
53.7
34.2
co xe tinh yeu
341.4
80.2
mua sau chin
69.4
55.2
cuoc song tuoi dep
252.9
124.2
rung chan cat
169.2
106.3
dien dan thi truong
310.4
87.1
song dep
294.7
149.9
du doan ket qua tran dau
VTV1
169.4
81.9
tai chinh kinh doanh
379.8
184.5
du doan ty so tran dau
274.1
296.5
the thao 24/7
191.2
115.5
duoi hinh bat chu
287.7
87.3
tin tuc
580.9
111.3
gia dinh tai tu
164.1
72.8
giao luu nghe thuat
398.2
106.6
gieo hat yeu thuong
870
362.5
goc thu gian
HN1 hang viet
204.5
71.8
285.6
103
hang viet nam
169.6
208.2
273.7
92.6
45.1
85.4
Source: KM Audience measurement – Hanoi
lay chong trieu phu
mat troi sau con mua
minh bach thi truong bat dong san
mon ngon moi ngay
nang dau noi loan
nghi quyet cua chinh phu di vao cuoc song
o lai the gian
shopping block
tai nang viet
thoi su trong nuoc
tinh nghia vo chong
trong vong vay
tuong thuat truc tiep mua cay tro la
vao bep cuoi tuan
vitamin
xa xi choet
Cost/GRP
Meter
Diary
289.9
34.5
764.1
222
557.2
193.4
277.7
57.6
204.4
55.4
457.9
69.7
532.4
64
106.2
122.1
281.4
1079.4
547.1
147.5
213.1
413
218.8
90.3
1581.3
661.7
63.7
31.8
60.2
108.9
77.2
71.1
41.6
61.6
146.2
60.8
127.8
60.8
200.8
549.3
636.4
230.9
368.2
140.9
217.8
79.2
92.1
721.5
80
181.6
133.5
753.8
323.6
60.6
53.2
54.5
51.6
46.2
66.3
10.4
75.7
28.8
20.9
113.8
48.1
63.1
50.8
138.2
66.3
54.2
Benefits of Electronic measurement - more accuracy
More accurate data – more effective buying for advertiser
Best position for
ad placement
Source: KM Audience measurement – Hanoi
Norway
• Radio Currency
• Currently using Portable Meters
• Since 2006
P4 - Norway
Portable meters for programming & music
•
Every day our editor use meter data to see the rating for each program
•
Our head of music is using meter data to analyse how many times the
songs have been heard etc.
To sum up…
•
Radio has had an amazing growth in advertising turnover after the
introduction of portable meters as the currency
•
Radio advertisement has become more precise
•
Better utilisation of content inventory
In 2005 the CPT on radio - 52 NOK
In 2009 – 97 NOK
Points to ponders….
•
Natural progression
•
High benefits
• Credibility, accountability, granularity, speed, etc.
•
Increase in revenue and the advertising spends
•
Just the first step…
Thanks for your attention