How is TV Measured in NZ?

1. How is TV Measured in NZ? • TV is measured by NZ’s leading research provider – AC Nielsen and is known as the Seven Steps of Television Audience Measurement (TAM) • This system guarantees the production of reliable, independent and transparent Television Audience Measurement data for NZ • This system is used widely overseas, and is the only recognised and trusted system in NZ • The sample size contains 1200 people (approx 500 households) and is one of the most robust samples in the world • The sample is updated regularly to reflect the changing population in NZ • The process and results are regularly audited to ensure accuracy Source: AC Nielsen

2. The Seven Steps Step One: Establishment Survey The Establishment Survey is a large-scale, face-to-face questionnaire Survey, designed to define the characteristics of the population to be represented and from which the potential homes for the panel are drawn. 2,500 people are interviewed each year Step Two: The Panel The Panel is an appropriate number of families selected on the basis of a statistical design to represent the most important population statistic. This includes factors such as age, income, socio-economic status, ethnicity, tenure and gender Step Three: The Peoplemeter The peoplemeter requires the sample to enter their login each time they watch TV. This then records all their activities – whether they changed channel, watched through the Sky platform, or even from their bedroom TV Step Four: The Polling Polling is the process of transmitting the data from the peoplemeters to the central production center. This happens daily, via the fixed telephone line from the home Source: AC Nielsen

3. The Seven Steps Step Five: The Production Software Data is then checked to ensure accuracy. By using Pollux this guarantees the integrity and standardisation of the system for all Clients Step Six: TV Events Statistical data is then matched with corresponding programming Step Seven: Data Analysis Comprehensive analysis software multiplies the value of the TAM data and is available to everyone by early afternoon the following day Source: AC Nielsen

4. AC Nielsen 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 15,000 people across NZ • Fully national including all rural areas • There are up to 7 call backs by interviewers Source: AC Nielsen

5. Panorama Survey • Panorama 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 Source: AC Nielsen

6. So how does this work? Television Currency (‘ratings’) 1200 People 5+ Peoplemeters Readership Currency 15,000 People 10+ Face to Face Interview Consumers’ Product and Service Usage Self Completion Data Fusion Source: AC Nielsen