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Apply Media Analysis & Processing Tools
1. Apply Media Analysis & Processing Tools BSBADV407A
Table of Contents
Table of Contents...................................................................................................................................1
OzTam / Nielsen Television Audience Measurement............................................................................2
Out of Home - MOVE.............................................................................................................................3
Commercial Radio - Nielsen On-Line Radio Companion........................................................................4
Consumer Survey Data - Roy Morgan - Asteroid...................................................................................5
BCC AdSystems - Media Desktop...........................................................................................................6
Bibliography...........................................................................................................................................7
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OzTam / Nielsen Television Audience Measurement
What is it
OzTam provides television audience measurement data on free to air television viewing in the metropolitan
markets (Sydney, Brisbane, Melbourne, Adelaide & Perth); and for all subscription television channels across
Australia.
How does it impact the media process
The data generated by OzTam provides the media industry with audience share and program performance
figures, that, from an advertising perspective, facilitates the construction of relevant costing models for
advertising slots for all day-parts, and the data that underpins the target audience ratings point (TARP) critical
to the media buying process (in expected viewing projections, and to reconcile variances in actual viewing
figures).
How does it function
OzTam data is processed in the early hours of the morning following each day surveyed, and is available to end
users the same day.
The data is collected from a set of households (FTA data comes from 3035 homes: Sydney 765, Melbourne
705, Brisbane 615, Adelaide 475 and Perth 475; Subscription TV data comes from 1,200 homes across the
metro and regional market) deemed statistically most representative (within two percentage points) of the
Australian television viewing population. Households are selected following participation in the Establishment
Survey, with approximately 10% of survey participants being selected. The Establishment survey provides the
demographic and psychographic context through which the ratings information is subsequently analysed.
OzTam audience measurement data is broken up into 10 survey periods during the year, covering a period of
40 weeks.
Whilst the television audience measurement data is owned by OzTam, the process of household selection, the
hardware to capture and send data and the requisite software required for this is owned and operated by
Nielsen TV Audience Measurement Australia (formerly AGB Nielsen Media Research). The infrastructure
required to collect the relevant data from the large number of devices participating individuals use to view
television (including devices that facilitate delayed viewing), is equipment Nielsen uses called “Peoplemeters”,
and it manages the ongoing data collection and data matching and authentication functions through their
“Pollux” proprietary software.
Benefits, Advantages & Disadvantages
OzTam data is critical to the media planning and buying process by providing the information to determine
media consumption habits of target audience segments, facilitating the most cost effective media placement
and allocation of a media budget.
Though the OzTam data is able to pinpoint what participants had their television (or associated PVR device)
turned onto (tuned into) at a given moment in time, it is unable to measure a level of audience engagement
with what is being watched, does not record whether participants are “multitasking” (i.e. on the internet, on
the phone, talking, cooking etc), and cannot determine whether a device has been turned on, with no-one
watching at all.
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Out of Home - MOVE
What is it
MOVE (Measurement of Outdoor Visibility and Exposure) is an audience measurement system for out of home
advertising sites, accessible to media buyers and outdoor media operators via the internet. It is the only
outdoor measurement system that is endorsed by the Outdoor Media Association, the Media Federation of
Australia and the Australian Association of National Advertisers. The MOVE system currently contains
approximately 60,000 individual advertising “faces” in roadside, transport and retail/lifestyle locations. MOVE
covers the five metropolitan markets of Sydney, Brisbane, Melbourne, Adelaide and Perth, with the geographic
“Primary Coverage Areas” measured are the same as the areas measured for television ratings (metropolitan
markets). The media companies with inventory in the MOVE system are currently: Adshel, APN Outdoor,
Bailey Outdoor Advertising, Bishopp Outdoor Advertising, EYE, GOA Billboards, iOM, JCDecaux, Metrospace
Outdoor Advertising, oOh!media, Outdoor Systems, Savage Signs and TorchMedia.
How does it function
The MOVE measurement system is built on “The Zenith Travel Modelling System”, a traffic simulation / travel
demand tool comprising a four step process (Trip Generator, Trip Distribution, Travel Mode & Trip Assignment)
to predict a defined set of behaviours based on a set of variables. In the context of MOVE, Zenith models the
likelihood specific demographics will have an “Opportunity to See” an out of home advertisement. In addition
to this information, MOVE contains specifically commissioned survey data and applies a “Visibility Index” score
to rate the individual characteristics of the advertising space.
How does it impact the media process
The value MOVE assigns as the “Opportunity to See” an out of home advertisement, multiplied by the
advertising space’s location and visibility factors defined “Visibility Index”, assign each “face” in MOVE’s
inventory a “Likelihood to See” value. As the software models differing behavioural patterns defined by
demographic sets, the same advertising space may attract a different “Likelihood to See” score in different
demographic sets, reflecting differing viewing and behavioural patterns in different locations tracked between
the demographic sets.
Benefits, Advantages & Disadvantages
Splicing the data contained in the MOVE system, users can generate reports to project the reach and
frequency anticipated outcomes for their advertising campaign against 100 different demographic profiles,
making effective outdoor media buying decisions for “faces” contained in the MOVE inventory of sites.
The effectiveness and comprehensiveness of this system is limited by its inclusion of only a defined set of
media operators’ “faces”, and only within 5 cities (excluding smaller cities and all regional areas). MOVE has
also undertaken to only update the data it uses for modelling a minimum of once per year.
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Commercial Radio - Nielsen On-Line Radio Companion
What is it
The Nielsen Company uses the Sticker Diary Method to collect radio ratings data from a minimum sample size
of the metropolitan radio market comprising a participant set distributed approximately: Sydney and
Melbourne 2,400; Brisbane 2,000; Adelaide 1,750; Perth 1,850.
How does it function
Survey participants are categorised according to their responses to a Lifestyle Questionnaire. The sample
selected to participate is representative of the radio listening population, and the data Nielsen records from
this process, matched against responses from the Lifestyle Questionnaire, comprise the predictive modelling
data sets contained in Nielsen’s On-Line Radio Companion software.
Benefits, Advantages & Disadvantages
The Radio Advisor feature of the software allows users to run query analysis against a predefined set of
demographic categories, across single, multiple or a combination of markets, to determine reach and
frequency values across station schedules to test and propose effective placements for a media buyer’s client’s
advertising campaign.
Although regional radio markets are purported to be surveyed on an ad-hoc basis, the functionality of the
analysis software is focused almost exclusively on demographics and data sets from the 5 metropolitan
markets of Sydney, Melbourne, Brisbane, Adelaide and Perth.
This software is useful for analysis only and cannot be used by media buyers to book media placements
directly.
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Consumer Survey Data - Roy Morgan - Asteroid
What is it
Asteroid is an integrated software system for querying large consumer survey data responses (either from Roy
Morgan Research or a licensed service provider) at high speed.
How does it function
The value of the database is in the strength in the quality of data contained within it – in Asteroid there is no
aggregation of data; every answer to every question by every respondent is held within it, allowing for multiple
query types to be run (with the ability to run subsequent filter queries on data sets already extracted for
analysis), using complete variables, individual groups or using ad-hoc definitions. Asteroid also supports
statistical querying and supports export of data reports to other programs including Excel (though, as a
database, Asteroid functions in a similar manner to Access).
How does it impact the media process
The speed of analysis and the very large capacity of the database makes Asteroid a useful tool in testing
hypotheses against the data set’s demographic and psychographic variables, providing the user with a rich vein
of data to mine, to find out more detailed information on a proposed target audience, providing an enhanced
picture of their lifestyle and behaviour and for results to be compared against data sets for the whole
population.
Benefits, Advantages & Disadvantages
With the inclusion of the media consumption section of the data set, Asteroid is a tool for media buyers to
select the most accurate media vehicles to reach their target audience, and to detect alternative target
audiences for their client, based on the data available for analysis in Asteroid.
The results of data queries can be presented in a variety of formats (data reports, charts).
It is not clear how representative the “Regions” covered are, whether this data pertains mainly to respondents
in capital city areas, or if it covers regional and rural centres also, and it is not clear how refined the data on
regions can be drilled into (whether it is by city, suburb, postcode). It is also not clear how often this data is
updated / refreshed (resurveyed), and when the data that is included in Asteroid was actually captured.
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BCC AdSystems - Media Desktop
What is it
Media Desktop is an integrated media software program that facilitates the uploading, querying, booking,
tracking, client invoicing and media buying for television, with tv schedules, ratings and advertising booking
slots (it is primarily used for television, but there is functionality for other media types to be included in this
system).
How does it function
Media Desktop contains data loaded from external sources (though data sets may also be manually uploaded),
that includes day-part schedules, survey ratings data and booking rates. How this data is uploaded and viewed
is all customisable by the end user to suit their requirements and client needs (i.e. certain clients may have
legal restrictions on when they may advertise during the day, so data covering inappropriate day-parts may be
“Masked” to restrict access to its content in planning and buying their media).
How does it impact the media process
The media planning process is driven by the need to meet campaign reach and frequency targets. The
combination of scheduling and costing data, with ratings survey data and demographic data (from sources
such as OzTam, and Nielsen’s Arianna), allows the user to put together client media booking proposals that
highlight TARP (target audience rating point) and CPT (cost per tarp) for a campaign, over a defined time
period. The strength of Media Desktop is that then facilitates the media buying process, tracking of bookings,
and client invoicing. The associated finance module facilitates the actual payment, and covers the actions of
the transaction through to the general ledger. Media Desktop also provides data on trend analysis and
comparison analysis to concurrently test projected outcome variables against a set of available criteria, to
determine alternative booking options and how they will impact your cost and target audience objectives.
Benefits, Advantages & Disadvantages
Media Desktop integrates all aspects of media planning and buying, for television, and meets the needs and
expectations of all users involved in the process. Its long-term functionality is based solely on the software’s
ability to interface seamlessly with all associated data providers and their requisite data sets, and it is not clear
whether this is ensured by contractual arrangement, or other arrangement (a material issue, as failure to
interface with critical data sets would limit the relevance of Media Desktop).
Although it appears possible for Media Desktop to integrate all facets of all media planning and buying for all
media types, it appears that it is mainly used for television. Harnessing the capabilities of the software across
all media types would provide a strengthened ability to effectively propose and book advertising campaigns in
a faster, more effective and more comparable environment.
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