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Media Measurement

Media Measurement. Larry Patterson Nielsen Media Research. Media Measurement Topics. Meter Measurement Strategy Current Metering Technology Future Metering Strategies Timeshifting Status and Next Steps. Measurement Principles. Follow the video

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Media Measurement

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  1. Media Measurement Larry Patterson Nielsen Media Research

  2. Media Measurement Topics • Meter Measurement Strategy • Current Metering Technology • Future Metering Strategies • Timeshifting Status and Next Steps TVB April 20, 2006

  3. Measurement Principles • Follow the video • TV measurement technologies must be adaptable to different environments • No ‘one size fits all’ measurement solutions • Toolbox approach TVB April 20, 2006

  4. Consumer Landscape • “Gadgets" have grown up and matured as real entertainment devices - not toys • New devices are digital and are often based upon computing technologies • Focus is on connectivity, integration, and open standards—all areas normally associated with IT systems, not consumer products TVB April 20, 2006

  5. Future Media Measurement • Current planning and work includes four internal teams focused on: • Expanded Electronic Measurement • Out of Home • Internet • Engagement • Comprehensive plan coming in June TVB April 20, 2006

  6. In Home Measurement Increasing complexity • Accuracy is paramount • Must detect/report ‘source’ data • Need to reduce field installation complexity/time • Must measure all timeshifting activity • Must be adaptable to future media technology TVB April 20, 2006

  7. Mark II • Mark II Platform • 25+ years old - channel centric • 10,000 different TV models • 2,000 different VCR models • 250 cable & satellite STB models • Spans simple TVs… to HDTVs • 90,000 TVs still measured with Mark-II • Being phased out TVB April 20, 2006

  8. A/P Meter Platform • A/P is a content based measurement system utilizing embedded codes and time stamped signatures to assign tuning credit. • Active codes & Passive signatures • Multiple engines for redundancy • Device agnostic approach to data collection • Direct connection to TV audio- no noise • Will measure nearly all popular digital (& analog) in-home TV devices TVB April 20, 2006

  9. A/P Meter Platform • A/P platform provides the technical foundation for meter-based data collection in the future • Expanding local market measurement • Out of home • A combination of tools will be used to measure other devices • Personal media • Internet viewing TVB April 20, 2006

  10. Future Use of A/P • Mailable Meter • Small, battery powered set top device • Mailed to the home like the diary; one per set • Collects audio signatures for duration of measurement • Mailed back to Nielsen, like the diary • Signatures extracted and matched for tuning credit • Audience collected by a simplified diary • Currently in Engineering field test in Florida TVB April 20, 2006

  11. Future Use of A/P • Plug-in ‘Mailable Meter’ • Adding AC power expands functionality • We added a People Meter • Plugs into wall power, but not connected to the TV • Collects codes and signatures throughout the day • Nightly “data dump” to Nielsen via in-home wireless to phone line or cellular modem • Currently in Engineering field test in Florida TVB April 20, 2006

  12. Future Media Measurement • The A/P platform can measure virtually every digital media device found in homes today • Extensible; Built on a flexible, software driven platform • Four internal teams focused on the media landscape • Expanded electronic measurement • OOH • Internet • Engagement • Overall measurement plan coming in June TVB April 20, 2006

  13. Timeshifting Status and Next Steps

  14. Timeshifting Status and Next Steps • A/P and DVR Household Status • VOD Plan and Additional Timeshifting Measurement • Timeshifting Data Analysis TVB April 20, 2006

  15. A/P and DVR Household Status • Penetration of DVR and A/P homes continues to grow TVB April 20, 2006

  16. VOD and Other Timeshifting Measurement Plans

  17. Timeshifting Measurement Expands • Modifications to A/P will enable collection and reporting of additional timeshifting data starting in Q/3/2006: • VOD • “Start Over” • DVD Recorders • Network DVRs TVB April 20, 2006

  18. Timeshifting Measurement Expands • Requirements for reporting additional timeshifted tuning and viewing: • A/P Encoding • For non-DVR timeshifting, content MUST be encoded in order to be credited • Only encoded content tuned/viewed in A/P households will be credited TVB April 20, 2006

  19. VOD Measurement Plan Phase One — Recently Telecast Content • Programming with original air date and time • A/P encoded by station or cable network • Available via On Demand channel after original telecast • VOD tuning will be included in playback ratings for content viewed with seven days • VOD playback credit combined with DVR playback credit • Example: Local News TVB April 20, 2006

  20. Crediting VOD – Recently Telecast TVB April 20, 2006

  21. VOD Measurement Plan Phase Two — Recently Telecast Content • Breaks out “DVR only” tuning of recent programming from all timeshifted tuning • Not initially segregated in local systems Phase Three — Other VOD Content • Measurement of SVOD and other VOD content • Primarily a national initiative at this point TVB April 20, 2006

  22. Timeshifting Data Analysis

  23. Timeshifting Data Analysis Update • Metered sample characteristics and a little data • Diary sample characteristics and a little data TVB April 20, 2006

  24. DVR Sample Characteristics: November 2005 TVB April 20, 2006

  25. Playback Statistics – Nov 2005 • 99.6% of HUT minutes came from “live” tuning • .4% of HUT minutes derived from DVR playback • 68% of playback occurred on the same day that the content was recorded (Same Day Playback) • 79% of playback occurred within 24 hours of the time that the content was recorded TVB April 20, 2006

  26. Same Day Playback Trend Majority of playback occurs within the same meter collection day. TVB April 20, 2006

  27. Playback Statistics – Nov 2005 • Broadcast sources derived larger share of playback credit than cable sources TVB April 20, 2006

  28. Meter Tuning by Source: Nov 2005 Major Broadcast: ABC, NBC, CBS, FOX, WB, UPN, TEL, UNI Playback crediting slightly favors major broadcast sources over cable. TVB April 20, 2006

  29. Meter Daypart % - Live vs Live Plus TVB April 20, 2006

  30. Timeshifting Data Analysis Update • Timeshifting Data Observations from the 8 Day Diary TVB April 20, 2006

  31. Diary Sample Characteristics: Nov 2005 TVB April 20, 2006

  32. Diary Playback Data – Feb 2006 • 9% of the mailed households received 8 day diaries • 5.7% of the in-tab households were 8 day diary households with 1+ quarter hour of timeshifted viewing • Cutback to set metered markets: 6.5% of diary in-tabs • 80% of playback credit captured during diarykeeping week occurs within 24 hours of original telecast • 99.6% of credited quarter hours came from Live tuning • .4% of credited quarter hours came from playback entries TVB April 20, 2006

  33. Local Timeshifting Summary • Sample penetration continues to grow • Impact on estimates of timeshifting is increasing • Most noticeable during prime time • 8 day diary refinements scheduled for testing in May • LPM sample timeshifting data will be added as the sample size grows TVB April 20, 2006

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