3 itk tv_panel

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3 itk tv_panel

  1. 1. NEW TAM OPERATOR, NEW TV CURRENCY 22.11.2013 1
  2. 2. 2014 Official currency is TAM data provided by Nielsen 22.11.2013 tvmeasurements.org 2
  3. 3. What does it mean for the market? 22.11.2013 tvmeasurements.org 3
  4. 4. TIC Objectives • Balanced (reliable, consistent and acceptable for all stakeholders) system of TV Audience research • TV Panel is an instrument that helps marketing people to take decisions on 4,44 mln UAH* of TV budgets • Key principle: any TAM changes should lead to quality improvement * Ukrainian Ad Coalition. 2013 TV Ad expenditures forecast 22.11.2013 4
  5. 5. Consistency 2013 2014 Type of research Panel Panel Geography All Ukraine All Ukraine Universe HH with 1+ TV sets People aged 4+ HH with 1+ TV sets People aged 4+ Establishment Survey Establishment Survey Desighn 22.11.2013 tvmeasurements.org 5
  6. 6. Consistency 2013 Methodology 22.11.2013 2014 ES -> recruitment -> installation -> measurement -> production -> data delivery -> deinstallation ES -> recruitment -> installation -> measurement -> production -> data delivery -> deinstallation tvmeasurements.org 6
  7. 7. And Quality Improvement 2013 Sample Size 50+ 22.11.2013 2014 2,540 3,740 +50% 1,600 2,540 +60% tvmeasurements.org 7
  8. 8. More Detailed TA Analysis 22.11.2013 tvmeasurements.org 8
  9. 9. And Quality Improvement 2013 Sample size 2,540 Regional Control By settlement size 22.11.2013 tvmeasurements.org 2014 3,740 +50% By settlement size, sex, age, HH size, reception type 9
  10. 10. More Reliable Regional Data 22.11.2013 tvmeasurements.org 10
  11. 11. And Quality Improvement 2013 Sample size 2,540 Regional Control By settlement size Quality Control 22.11.2013 Limited tvmeasurements.org 2014 3,740 +50% By settlement size, sex, age, HH size, reception type Nielsen intl team of leading market experts, report system, technological panel, clear validation rules 11
  12. 12. Transparency 22.11.2013 tvmeasurements.org 12
  13. 13. And Quality Improvement 2013 Sample size 2,540 Regional Control By settlement size 2014 3,740 +50% By settlement size, sex, age, HH size, reception type Quality Control Limited Nielsen intl team of leading market experts, report system, technological panel, clear validation rules Technology Frequency Audio matching 22.11.2013 tvmeasurements.org 13
  14. 14. Audio Matching Signature Generation Audio Signal 1001010100101001 1010010010010010 0011001010010100 0010010111001001 1110010100011100 0010110101010001 1001010100101001 1010010010010010 0011001010010100 0011001010010100 Digital Stream 10011101 Signature Matching Audio Matching Process Sampled Content (Households) Reference Content (TV Signals) Viewing Statements 22.11.2013 14
  15. 15. Simulcast When there is simulcast (same audio) between multiple channels, we can identify the channel viewed if there is any piece audio content that is unique to 1 of the channels. The unique piece can be as short as a single commercial 22.11.2013 15
  16. 16. Simulcast The future starts here. Audio Matching X A, B or C? Z Ch ??? IR Keys 46 + • Almost all channel changes are made using IR keys with a remote control • Even if audio is identical, IR keys present at the channel change time can be examined and used to identify the channel • Nielsen has developed a proprietary algorithm using 9 years of experience of IR crediting to support a wide range of IR activities 22.11.2013 16
  17. 17. Benefits • The most contemporary technology • Independence from channel maps • TSV measurement •Reliability 22.11.2013 tvmeasurements.org 17
  18. 18. ANY QUESTIONS? 22.11.2013 18

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