The science of ratings

9 June 2011
week
The science of ratings
How audience shares and viewer figures are calculated
Luxembourg
France
Gerhard Zeiler ends speculation
regarding possible ORF candidacy
How M6 and RTL Radio
report on Dominique
Strauss-Kahn
Germany
Germany
RTL Television prolongs contract
with Klitschko brothers
A new approach to
movie financing
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week 23
Cover:
Montage illustrating audience measurement
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Down to the second
Robert Schäffner
Audience shares and usage figures are the
currency of the advertising industry – online and
offline. Backstage explains how the figures are
collected, using Germany as an example.
Germany - 9 June 2011
In the television industry it’s almost impossible
to avoid the subject of ratings: viewer numbers,
ratings, market share and reach crop up again
and again. They are something of a barometer
of public opinion: they indicate how many
viewers watched a particular programme.
And this can have a significant impact on the
advertising rates.
detailed assessment of the user sitting in front
of the computer – using a panel, for instance.”
However, such panels are currently only used
for measuring TV audience ratings. But before
peering into the future, it’s wise to take a look at
the present. And so Backstage first sets out to
answer the question of how ratings are currently
measured.
In the online sector, other indicators are used
to measure website or video use: unique users,
page views, video views or click-through rates
are just some of the figures collected as usage
statistics by a large number of operators or
independent institutions. “There is a view that
measurement of online usage is much more
accurate than that of TV usage,” says Robert
Schäffner, Head of Market and Media Research
atIP Deutschland. “However, that isn’t entirely
correct.” While you can see from the IP address
exactly which machine was accessing a particular webpage at a given point in time, you cannot
tell who was sitting in front of the computer, he
says. This means users cannot be divided into
target groups or different demographics that
would allow them to be specifically targeted.
“Online measurement only appears to be
specific,” says Schäffner. “In order to obtain a
comparable currency for the online sector, in
addition to the existing technical measurability of
the IP address you would also need to have a
France, for example, has a population of
65 million, and clearly it would be impossible
to interview everyone. In Germany alone there
are 35.3 million households with a TV set. For
this reason, a panel is created from which the
ratings are extrapolated in relation to the total
population – in a similar way to the polls put
together for elections. “Polls are often based on
surveys of perhaps 1,000 people,” says Robert
Schäffner, Head of market and media research
at IP Deutschland, and one of the company’s
representatives in the Arbeitsgemeinschaft
Fernsehforschung (AGF)television research
federation, which determines German TV
audience figures on behalf of the GfK.
The TV panel is a small-scale image of all
households with one or more TV sets in the
country being measured, whose main breadwinner is either a citizen of that country or of
another EU member state. It is important that the
composition of the panel reflects the composition
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German audience measuring device TC score
of the general population. This is the only way
to ensure that the TV panels are representative.
Accordingly, socio-demographic factors such as
age, size of household, place of residence and
the like are also taken into account. Smaller
German states often have proportionally more
panel households than larger states to ensure a
minimum number of cases for evaluation. The
disproportionate distribution of households is
countered using weighting, so that each state
and metropolitan area in the data analysis has
the same proportion of households as there are
in the overall population.
The German panel is much larger than those
used in electoral polls: it currently comprises
5,640 households with a total of nearly 13,000
people. Of these, the main breadwinner is of
German nationality in 5,500 households, and in
140 households the main breadwinner is from
another EU country. In this way the television
usage of 72.2 million people in 35.3 million
households with television can be mapped over
a 3-year period (as of 1 Jan 2009). Each household in the panel is representative of an average
of about 6,000 households in Germany. In these
households, electronics are used to automatically measure which channel is being watched,
rather than relying on memory or opinion using
a questionnaire. “We therefore collect much
better-quality data from far more people,” says
Schäffner. “No other medium can offer this depth
of usage data – what’s more, on a daily basis.”
Almost all countries in Western Europe
now measure ratings using “people meters.”
Only in Luxembourg are audience figures
determined using surveys. This is mostly
because of the size of the country –
the application of the system would be too
costly in relation to the benefit. The people
meter is a device that is directly connected
to the TV set, and precisely measures what
programme is playing - with digital channels
in Germany this is done by reading the DVB
programme information, and for analogue
channels using the channel configuration or
VPS signal which most channels transmit to
so that video recorders can be programmed. In
other countries, “matching” processes and audio
coding are used. In audio or picture matching,
the sound or picture signals are picked up and
compared with sound and picture signals from
channels recorded around the clock. In order
to identify viewers and classify them into target
groups, people in the household have to personally sign in on a remote control when they watch
TV. In a similar way anonymous information
about guests is also collected: only their age and
gender are registered. In addition to TV viewing,
precise data about the use of teletext, video
games and video recorders (both analogue and
digital) can be measured. The data collected
during the day is transmitted via telephone
overnight to the computer centre, where it can
then be evaluated.
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In some countries, like Germany, France and
the Netherlands, measurements are calculated
down to the second; in others such as Croatia,
Greece and Spain they are calculated down
to the minute. This not only maps momentary
usage behaviour but also provides an analysis
over time. “Although there are occasional measurement errors, they balance each other out on
a mass scale,” says Schäffner. “For this reason
one could actually also work with smaller panels.”
One prerequisite for determining representative television usage data is that the TV panel
provides as realistic a picture as possible of
German TV households in all relevant traits.
First, therefore, the demographic structure of the
panel must correspond to that of the population.
With this in mind, each year the AGF checks
and compares the structural values of its panels
with the corresponding results of the Arbeitsgemeinschaft Media-Analyse survey on the use of
electronic media, which is based on interviews
with about 50,000 people.
The second prerequisite for the acceptance of
the panel and its results is the validity of the data
collected. In this connection, the compatibility of
the panel members’ TV usage is checked and
compared with that of the population, especially
regarding when and for how long they watch
TV. To do this, a representative random sample
of more than 8,000 interviews is regularly conducted by an external institute – on prescribed
days and at set times (six measurement time
points between 18:25 and 20:40). These
telephone interviews ask who in the household
is watching TV at the time of the call and what,
if anything, they are watching. This information
is then checked against the values measured at
that particular time in the panel.
Launch of
people meter
system
Panel Size
(Households)
Belgium (South)
1985
750
1 sec
Croatia
2002
760
1 min
France
1989
3,800
1 sec
Germany
1985
5,640
1sec
Greece
1988
1,300
1 min
Hungary
1994
1,040
1 min
Netherlands
1987
1,220
1 sec
Russia
1996
3,000
1 min
Spain
1988
4,355
1 min
Interval of
Measurement
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Yet another prerequisite for obtaining valid reach
ratings is the correct operation of the measuring instrument. The AGF checks whether the
panellists correctly sign in and out of the meter
by interviewing a person in the household who
can provide information about the TV viewing of
all household members. Again, the interview is
carried out at set time periods (19:00 to 21:15)
on predetermined days. People are asked who
is watching television at the time of the call;
what channels, if any, are being watched; and
whether ancillary activities are taking place while
watching TV. The information collected in this
way is separately checked for each household
panel and panellist – for that exact point in time
– to see whether it corresponds with the values
measured in the respective household.
If these three prerequisites are met, the data
collected is accurate and sound. “Most
countries’
ratings
measurements
now
follow the same principle, using electronic
people meters in a panel system,” explains
Schäffner. “But that’s where the similarities end.
Other factors such as panel size or types of TV
use vary widely and are as diverse as the media
and advertising markets themselves.”
So in future, the priority will be to create
comparable ways to count contacts in TV
and in-stream content usage – regardless
of what device it is viewed on. One
conceivable approach would be to set up
a separate panel for measuring in-stream
content and ad views. In further instalments
of this series, coming soon, Backstage
will report on how viewer numbers determine
the price of advertising and keep you abreast
of developments in the measurement of online
usage.
Foreign
channels
Cable and
Satellite
channels
Digital
channels
DTT
channels
Overview about the differences in the measuring systems across Europe
Source: IP Network / RTL Group: Television Key Facts 2010
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Gerhard Zeiler ends
speculation regarding
possible ORF candidacy
Gerhard Zeiler
In an interview, Gerhard Zeiler makes it clear
that he will remain CEO of RTL Group rather than
running for Director General of ORF, Austria’s
public-service broadcaster.
Luxembourg - 4 June 2011
In recent weeks, the Austrian press has
been preoccupied with the question of whether
Gerhard Zeiler will stand for election on
9 August, when the new Director General of
ORF is elected. In an interview with Austria’s
Profil magazine, Zeiler has now put an end to
the speculation. “I will not run for the position
of Director General of ORF,” says Zeiler,
adding that it is well known that he has a longterm contract as CEO of RTL Group and sits on
the Bertelsmann AG Executive Board. “I love
my job and it fulfils me especially because of its
international dimension. In our industry, my job is
one-of-a-kind in Europe.”
Gerhard Zeiler served as Secretary General
of ORF in the 1980s, and from 1994 to 1998
headed the public-service broadcaster of his
native Austria. His possible candidacy was
highly acclaimed in Austria, with politicians
of various parties expressing their support.
Two years ago, Austria’s chancellor Werner
Faymann (SPÖ; Social Democrats) had asked
Zeiler under what conditions he would consider
leading the ORF. Recently, the conservative
ÖVP party in particular has publicly proclaimed
its support.
In the interview, Zeiler explains that major
portions of the political sector are not so much
interested in who would do the best job leading the company, but who would be compliant
about the parties’ staffing preferences. “So the
decision not to stand for election was relatively
easy. I wouldn’t have matched that particular
profile in any way.”
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Klitschkos continue
to fight exclusively
on RTL Television
Wladimir (left) and Vitali Klitschko
The new television contract includes a package
of five other fights featuring the brothers Vitali
and Wladimir Klitschko. WBC champion Vitali
Klitschko’s first fight under the new contract is
on 10 September in Wroclaw, Poland, against
Tomasz Adamek. The contract extension
continues the highly successful partnership
of almost five years between Klitschko
Management Group (KMG) and RTL Television.
Bernd Bönte, CEO of the Klitschko Management
Group and RTL Television Sports Director
Manfred Loppe signed a TV contract to this
effect on Wednesday in the Austrian town of
Going.
Germany - 9 June 2011
or World Cup attract more viewers than the
Klitschko brothers, then it is all the more gratifying to know that our successful collaboration
will continue. We are all now looking forward to
2 July when we broadcast the unification bout
between Wladimir Klitschko and David Haye to
over 150 countries.”
Wladimir Klitschko: “My brother and I are
very happy that RTL Television will continue to
broadcast our fights in future. Together we will
inspire millions of people to watch the sport on
TV.”
Anke Schäferkordt, CEO of RTL Television,
said: “During the five years of our TV partnership, Vitali and Wladimir Klitschko have become
one of the channel’s hallmarks, both as heavyweight world champions and as extraordinarily
popular figures. Their boxing events guarantee
great Saturday night sport on RTL Television,
along with outstanding ratings. We are therefore
particularly pleased that after managing to sign
a new TV contract for Formula 1 we have now
also extended our collaboration with these two
champions.”
“You can really count yourself lucky when you
have two of the three top sports, Formula 1
and the Klitschkos, in your programme,” says
Loppe. “And when only major tournament football matches like the European Championships
Manfred Loppe, Wladimir Klitschko and his Manager Bernd Bönte
Since 12 November 2006, when Vladimir
Klitschko defeated the American Calvin Brock
at Madison Square Garden, RTL has broadcast
the Klitschko brothers’ last 16 consecutive world
championship victories. With over 14 million
viewers and market shares of 50 per cent
or more, RTL Television has been able to
achieve extraordinary TV ratings that were
otherwise scored only by German national
team European Championship or World Cup
(football) matches.
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How RTL Radio and M6 cover
the Strauss-Kahn scandal
The DSK affair continues to feed most conversations as well as editorial lines in
France and abroad. Backstage wanted to learn more about how the affair has been
covered by the editorial departments of RTL Group’s French subsidiaries RTL Radio
and M6.
France - 3 June 2011
It all started on 14 May 2011. The French
awoke to news too incredible to be true:
Dominique Strauss-Kahn, Director General of
the IMF and potential candidate in the 2012
French presidential elections, was arrested in
New York and accused of rape. The first images
that arrived from across the Atlantic shocked the
entire world, especially France.
At RTL Radio, all the editorial departments
in Washington, New York and Paris were
mobilised that day and afterwards to follow the
affair and bring listeners all the details. Daily
programmes were cancelled or readjusted and
the order of the day was to concentrate on the
facts without giving in to sensationalism despite
the scandalous photos. On M6 it was mainly the
midday and evening televised news shows that
provided the reports.
Once the upheaval of the first days had
subsided, the affair remained an ever-present
topic on the French media landscape. Today,
however, according to RTL Radio’s News
Director Jacques Esnous, “We are not using it as
a way to boost ratings and we mention it when
there is a new development.” On 6 June, which
was DSK’s latest court date, the most listened to
radio station in France dedicated a whole day to
the affair. Starting at 4:30 till 19:00, the different
shows aired consecrated a major part of their
programmes to the “case of the century”.
At M6, from the beginning, the subject has
been developed in depth and presented
through different angles on a few of the channel’s
newsmagazine shows. M6 News Director
Jérôme Bureau explains that, “We are currently
working on more magazine-style programmes
like a portrait of ‘these men who can save
Strauss-Kahn’, such as Benjamin Brafman, who
is one of his lawyers. M6 is the only channel in
Dominique Strauss-Kahn (right) and his lawyer
the world so far, Brafman has accepted to give
an interview to. In addition, we are trying to
obtain the first interview with Strauss-Kahn’s
wife Anne Sinclair and/or his daughter Camille.”
This affair, which continues to have so much
coverage by the press, has also opened a debate
among journalists around the world. They do not
hesitate to point a finger at what is in their eyes
the overly complacent attitude of their French
colleagues toward DSK, both in the past and at
present. They also accuse the French press of
granting the presumed victim only a very limited
place in their reports.
For RTL Radio and M6 the “quasi-absence”
of this individual in their various reports is the
result of the difficulty of finding information that
concerns her, whether it is in the United States
or her native country Guinea. At RTL Radio,
says Jacques Esnous, “since the beginning
the guiding line has been neither to defend
nor condemn either party – a point that is
also appreciated by listeners; the accuser is
not mentioned unless there is something new
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to report.” As for M6, Jérôme Bureau confirms,
“we are working on a topic regarding the victim.”
As for their so-called complacence, the two
media outlets unanimously defend themselves
that in France the laws regarding private life
are very strict and that it is in the journalists’
ethics and tradition to follow these to the letter.
Rumours about DSK’s reputation as a seducer
are quite simply part of the private domain.
The same holds true for the broadcasting of
images, especially taking into account the
Guigou law, which prohibits the capturing and
broadcasting of images of a defendant who is
handcuffed or shackled. These images could
not legally be broadcast in France. The CSA
(Conseil
Supérieur
de
l’Audiovisuel),
however, finally decided that the necessity and
obligation to inform rendered this law null. The
broadcasting of these images in all the French
media were a testimony to the humiliation and
public dethronement of someone who could
have become France’s next president. These
images were viewed with indignation by many
of the French, whether people on the street,
politicians or French journalists unaccustomed
to sensational journalism.
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Victoire Bonnot takes
on binge drinking
Kids partying on beach
On 9 June 2011, M6 broadcast the third
episode of Victoire Bonnot entitled “The Masks
Come Off”. In this latest instalment, the chief
educational advisor and the students of Lycée
Paul Eluard are confronted with the problem of
binge drinking among adolescents.
France - 9 June 2011
On 9 June 2011, Valérie
Damidot once again assums the
role of Victoire Bonnot, a chief
educational advisor at a district
secondary school known for
her unusual teaching methods.
Enthusiastic
and
passionate
about her job, she will not hesitate
to remove any obstacle before
her that may keep her from her
objective: helping others.
In “The Masks Come Off”, the third
episode in the French telefilm,
Victoire Bonnot fights a scourge
that is increasingly present among
adolescents:
binge
drinking.
How does one tell teenagers that
alcohol is harmful when one is also an
alcoholic? Matters are made worse when
Victoire’s daughter, who discovers her mother’s
secret, also starts drinking and hanging around
an unsavoury and manipulative fellow student.
Binge drinking, which refers to the consumption
of massive amounts of alcohol in a very short
period of time, has been the cause of several
unfortunate incidents reported in the press in the
past few months. The production team wished
to deal with this worrisome phenomenon, after
tackling the problem of gambling addiction,
prostitution and child abuse in previous
episodes.
The team of Victoire Bonnot
“Dealing with the daily lives and problems of
today’s teenagers accurately and truthfully”
such is the ambition of Victoire Bonnot, which
seems to have proven fruitful, seeing that the
first instalment, broadcast in March 2010, drew
4.71 million viewers. This is equivalent to a total
audience share of 16.8 per cent, making M6
the most watched channel that evening. The
second episode, “The Secret”, available also
with descriptive audio for the vision impaired,
attracted a high number of viewers as well when
broadcast in September 2010.
Three additional episodes of Victoire Bonnot
are scheduled for shooting in 2011. The third
episode, “The Masks Come Off”, is shown on 9
June 2011 at 20:45 on M6 and features French
actress Catherine Jacob in the role of the
headmistress of Lycée Paul Eluard.
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A sexy new approach to financing
Teamworx is exploring new paths with its Hotel Desire project: the film is to be
‘crowd-funded’ by Internet users.
Germany - 7 June 2011
Hotel Desire is a feature film with a twist: it is to
be crowd financed, that mean funded by a large
number of individuals. The filmmakers need
€170,000 to produce it. The online financing
platform, featuring interviews with the makers
and cast members, an FAQ section, some stills
and the opening scene, has been online since
6 June 2011. With an erotic script and a top-notch
cast in place, the project is now targeting all film
lovers, culture buffs and philanthropists.
Every person who supports the project is named
in a list of sponsors on the landing page of the
film’s homepage – if they so wish – and receives
an exclusive token of appreciation from the filmmakers, depending on the amount donated. As
the total funding grows, the project’s sponsors
get to read more and more of the screenplay
for Hotel Desire. If the experiment is a success,
shooting on the project begins in August. If its
ambitious funding goal isn’t met, the money will
go to other up-and-coming filmmakers and their
projects through the First Steps Award 2011.
Sergej Moya, Hotel Desire’s Director and Scriptwriter, has set out to produce an erotic movie
with a self-confident approach inspired by the
genre of pornographic film, but isn’t porn. Hotel
Desire is ‘porneography’, in which the exciting
interaction of yearning, lust, desire, intimacy,
sexuality, sensuality and spontaneity is to be told
in a sensitive, cinematic way – without soft lighting and with total disregard for visual rules and
conventions.
Saralisa Volm and Clemens Schick
Hotel Desire, starring Saralisa Volm and Clemens
Schick, is a production by Von Fiessbach Film
and Teamworx. Its producers are Julia Lischinski
and Christopher Zwickler (Von Fiessbach Film)
and Sascha Schwingel (Teamworx).
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Neox signs up the team of Tonterías
Las Justas
Neox has signed up the team of Tonterías Las Justas, a day-time show sensation
previously shown on the channel Cuatro, to produce a daily grand-format programme.
The show’s three presenters will also move to Neox.
Spain - 7 June 2011
Since its launch in May 2010, Tonterías
Las Justas has become a phenomenon on
Spanish TV, attracting record audiences. An
average 750,000 people tune in daily, with peak
ratings ranging between one and two million.
The highly entertaining and humorous show is
presented on Cuatro by Florentino Fernández,
Dani Martínez and Anna Simón and produced by
Siete and Acción.
Neox, Spain’s leading digital TV channel and
part of Grupo Antena 3, has managed to sign
up the whole Tonterías Las Justas team. The
show’s producer, Siete and Acción, will produce
a similar humorous entertainment prime-time
programme for Neox that will also be aired
from Monday to Friday. The show’s hilarious
presenter trio of the show will also join the rest of
the team at Neox, which is Spain’s number five
TV channel.
This signing means that Neox is the first of the
country’s new generation of digital channels to
produce a grand daily live format; it will further
reinforce the channel’s line-up of acclaimed and
award-winning series and formats, and enhance
Neox’s and Grupo Antena 3’s leading positions
in Spain’s linear-TV and digital-TV markets.
Following the announcement, Neox became the
trending topic worldwide on Twitter.
12
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the RTL Group intranet
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The German TV market in May
Mediengruppe RTL Deutschland’s channels jointly attracted 35.5 per cent of 14- to
49-year-old TV viewers in May 2011. This put them 6.8 percentage points ahead of the
ProSiebenSat1 channels, which scored 28.7 per cent of the market.
Germany - 3 June 2011
Going strong in May
RTL Group’s French channel publishes its ratings for the month of May 2011,
posting excellent results in several categories including news, TV series and pure
entertainment.
France - 8 June 2011
The Dutch Television market in May
Mediengruppe RTL Deutschland’s channels jointly attracted 35.5 per cent of
14- to 49-year-old TV viewers in May 2011. This put them 6.8 percentage points
ahead of the ProSiebenSat1 channels, which scored 28.7 per cent of the market.
Netherlands - 7 June 2011
Confirming its number one position in French-speaking
Belgium
With an audience share of 26.9 per cent for the 2010/11 season, RTL-TVI remained
the leading TV channel in French-speaking Belgium and broadcast 23 of the season’s
25 most-watched programmes.
Belgium - 7 June 2011
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Nature programme Elément Terre returns to RTL Radio
To mark World Environment Day in France on 5 June 2011, the programme Elément
Terre presented by Louis Bodin returned to RTL Radio for its fourth summer season.
The show’s first guest was the singer Antoine.
France - 3 June 2011
Promoting music on television
Groupe M6 has just signed an agreement with the French music rights societies with
a view to promoting music on television.
France - 3 June 2011
Jai McDowall wins Britain’s Got Talent
In the finale on 4 June, Jai McDowall was voted the winner of Britain’s Got Talent
2011 – 14.1 million viewers tuned in.
United Kingdom - 6 June 2011
Antena 3 is Spain’s favourite video portal
With 2.2 million unique visitors in April 2011, Antena3.com is Spain’s clear market
leader when it comes to video portals.
Spain - 6 June 2011
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Extensive Information
RTL II and Innocence in Danger launch Schützt endlich unsere Kinder! – a preventive
initiative.
Germany - 8 June 2011
The most watched show of the day
RTL Televizija’s Ljubav je na selu (Farmer Wants A Wife) is off to an excellent
third season, having attracted 32.6 per cent of its target group of 18- to 49-year-old
viewers.
Croatia - 8 June 2011
The great adventure of growing up
With the Toggolino – Abenteuer Grosswerden campaign series, Super RTL and the
Deutsche Lebens-Rettungs-Gesellschaft (German Lifesaving Society) seek to give
children and their parents’ principles and tools for everyday life. The series starts
with a focus on learning to swim.
Germany - 9 June 2011
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People
Stéphane Bern
France - 8 June 2011
Stéphane Bern
Stéphane Bern joins RTL Radio at the end of
summer and will host a new daily show in the
late morning.
Stéphane Bern is a journalist, radio host,
television presenter and French author, and
is considered a specialist of high society and
royalty. The 47 year-old knows the rue Bayard
station very well, having been a member of Les
Grosses Têtes from 1996 to 2000.
Since 2000, he has been producing and hosting
the programme Le Fou du roi on France Inter,
a station he will soon be leaving after 11 years
to join RTL Radio. Starting in September, he will
be at the helm of a new daily show on the most
listened to radio station in France.
Stéphane Bern began his career in 1985. Since
then, along with radio, he has been very active
in television, both public and private, as a host,
co-host or contributor on various programmes
such as Sagas, Célébrités, Des racines et des
ailes, etc. Stéphane has also devoted a good
deal of his time to print journalism since the
start of his career, rising from simple journalist to
editor-in-chief on the magazines Dynastie, Voici
and Jours de France. Since 1999, he as served
as deputy editor-in-chief (Events column) on the
magazine Le Figaro Madame. His commitment
even earned him a nomination as an Officer in
France’s Order of Arts and Letters in January
2010.
“I’m happy to be able to write a new page in my
radio journey,” says Stéphane Bern. “I want to
bring all my energy and enthusiasm to France’s
number one radio station, where I count many
friends.”
RTL CEO Christopher Baldelli is pleased with
this new arrival. “The choice was obvious. We’re
delighted to reinforce the RTL team again with
Stéphane Bern, a man of great qualities and a
true professional in radio.”
17
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