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anasiconference The 2012 European Television Symposium Video across platforms8th – 9th November, 2012@asi_radiotv Sponsored by:

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The asi Tony Twyman Award for contribution to a greater understanding of the TV medium and its audiences Winner 2012 : Bas de Vos, SKO Sponsored by :

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asi Conference 2012The Netherlands

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asi Conference 2012• Ratings in the Netherlands• Joint Industry Committee (JIC) – Public Broadcaster (NPO) – Commercial broadcasters/ sales houses (SPOT) – Advertisers (BVA) – Media agencies (PMA)

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asi Conference 2012SPOT members 2012

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asi Conference 2012Research agencies – Media Standard Survey (establishment survey) – TV-panel, viewing statements Ratings – Registration and classification of programme’s and commercials Streams – Streams of TV programme’s

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asi Conference 2012Market situation

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asi Conference 2012 Internet access (broadband) in 88% of the homes100% 90% 88% 81% 88% 80% 80% 80% 76% 72% 70% 66%% Households 60% 50% 66% 40% 30% 20% 10% 0% 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Computer ownership Internet access at home Internet access through tv set (NET TV)

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asi Conference 2012 Growth in PVR 50% Hard disk-recorder on tv set 40% Hard disk-recorder on tv set Set top box with hard disk on tv set 34% 34% Hard disk total (without DVD-R) on tv set 30%% Households 22% 20% 19% 15% 10% 6%6% 10% 0% 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

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asi Conference 2012Our world is one of Moving Pictures

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asi Conference 2012SKO strategy: Currency+ Satellites

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asi Conference 2012WEB-TV

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asi Conference 2012SKO WEB-TV Project Daily report sept 2008 Monthly report and Online analysis tool 2009 R&F WEB-TV Internet panel 2009 WEB-TV Playing Time 2012

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asi Conference 2012Project set up Stream starts Broadcast info File with broadcast info Programme report: Ratings + Streamstarts + APT Daily report www.kijkonderzoek.nl

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asi Conference 2012 Number of streams started 30,000,000 25,000,000Total number of streams 20,000,000 15,000,000 10,000,000 5,000,000 0 2008 2009 2010 2011

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asi Conference 2012Daily Top 10 stream starts

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asi Conference 2012Issues to be dealt with1. Channels need to get their content tagged / players implemented - technical issues - departmental issues2. Sort out what is being measured by the data supplier - who is this guy called “unique”? - test the quality of the measurement - you need QC procedures!3. Explain what you report (type of usage, types of content by owner?)

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asi Conference 2012But WHO is the audience???1. No knowledge of who the audience is, prevents advertisers to accurately spend their money2. A COOKIE is not a person!!!

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asi Conference 2012Since 2009 WEB-TV Reach and Audience profilesUnique collaboration with Internet JIC STIR – Panel of 10.000 individuals 13+ – 450 measured websites, 87% monthly reach. – Comscore’s Webmeter measurement already implemented by SKO broadcastersThree steps for data matching (blending): – Surf data from STIR Webmeter panellists – Collecting the panellist data in the SKO WEB-TV measurement by NPO, RTL and SBS channels-sites – Matching of streams and TV broadcasts from the SKO-TV database

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asi Conference 2012Growth WEB-TV reach stabilizesReach young age group = 40% and growing45.0%40.0%35.0%30.0%25.0%20.0%15.0%10.0% 5.0% 0.0% Totaal 13-19 20-34 35-64 65+ 20-49 2009 16.0% 20.3% 22.3% 15.6% 5.6% 20.7% 2010 19.2% 30.4% 26.8% 17.7% 7.3% 23.1% 2011 24.3% 36.0% 33.6% 22.9% 9.9% 29.5% 2012 24.6% 39.7% 34.4% 22.1% 11.2% 30.0%

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asi Conference 2012Growth TSV Reach on TV!!!! 60 50 40 30 20 10 0 UGK 13+ UGK 13-19 UGK 20-34 UGK 35-64 UGK 65+ UGK 20-49 2009 24.9 20.9 26.6 25.8 22 25.7 2010 35.2 25.2 37.8 36.6 33 36.1 2011 33.4 25.9 35.5 35.4 29.1 36 2012 44.1 34.7 43.2 48 39.3 44.7

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asi Conference 2012Issues to be dealt with1. Working together is improving you! - politics2. Explain what you report (type of usage, types of content by owner?)3. You need QC procedures!4. Explain why census might differ from panel-research

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asi Conference 2012But how long are people Watching??1. Views/pages is nice. Reach is better.2. Reach is nice, but what really counts in the end is what percentage of their time people spend on your medium/content

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asi Conference 2012New reports fromour new variables:daily numbersnStreams: number ofstreamstarts

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asi Conference 2012New reports fromour new variables:daily numbersGA: average playingtime

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asi Conference 2012New reports fromour new variables:daily numbersGAAS: averagenumber of activestreams =Streamrating inabsolutes

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asi Conference 2012New reports from ournew variables: dailynumberskdh: TV ratingabs: TV rating in ‘000

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asi Conference 2012 New reports from our new variables: Time shift minutes spent100%90%80%70%60%50% UGK-TV TSV =40% WEB-TV30%20%10% 0% amusement fiction non-fiction childrens music sportsUGK-TV 84% 90% 86% 72% 91% 81%WEB-TV 16% 10% 14% 28% 9% 19%

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asi Conference 2012And this new variables can be used in the onlineSTIR collaboration

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asi Conference 2012 Top 10 online ratings: Online (STIR) vs TSV TV(SKO) Online (WEB-TV) and TSV ratings February 2012 2.0% 1.8% 1.6% 1.4% 1.2% 1.0% 0.8% 0.6% 0.4% 0.2% 0.0% GOEDE UNDERCOV FLIKKEN AS THE NICK TIJDEN WIE IS DE ER IN VOICE KIDS MAASTRIC SPANGAS WORLD WAT ALS FEUTEN TEGEN SLECHTE MOL NEDERLAN HT TURNS SIMON TIJDEN D13+ 1.4% 1.1% 0.7% 0.6% 0.5% 0.4% 0.4% 0.4% 0.4% 0.4%UGK 13+ 0.3% 1.3% 1.6% 1.8% 0.1% 0.6% 0.2% 0.4% 0.4% 1.0%

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asi Conference 2012 TSV minutes online (STIR) and on TV (SKO) Ave. Daily viewing (minutes) WEB-TV and TSV TV February 2012 7 6 5 4 3 2 1 - Totaal 13+ 13-19 20-34 35-64 65+ 20-49Gem. WEB-TV 1 2 1 1 0 1Gem. UGK-TV 5 2 4 6 5 5

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asi Conference 2012Issues to be dealt with1. What are we measuring?? Starts was easy! Playing time is hard if you come from a second – by –second accuracy background.2. Test, Test, Test, Test,3. Explain what you report (type of usage, types of content by owner?)4. You need QC procedures (and money to invest in it)!5. Keep pushing channels to assist in QC.

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asi Conference 2012

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asi Conference 2012Big data

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asi Conference 2012Lessons learned1. Do not only bet on one horse (a.k.a. use a combination of server data, panel data, et cetera)2. Do not just believe big datasets or new measurement techniques3. Always test, test, test, test by yourself (Even if your research supplier seems nice).4. Know your audience can not be eaten (= not a Cookie)5. Working together is useful!

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asi Conference 2012

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asi Conference 2012So: ready? Needs and Issues!1. Census data, first reach and time spent results = step 1.2. What is wanted in the end is crossmedial reach. So video reach on TV+Online, possibly also video advertising.3. Advertisers need more video reach than only TV-Video media; who determines the pace we walk?

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asi Conference 2012Researchers questionsSo on a research level:- How do we measure AND integrate online? Single source or hooked with external data?- Do we do that ourselfs as video measurement experts? Or with others?Will we lose our jobs to people who do not care about reliability and validity of the data and only want a nice dashboard?

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asi Conference 2012Our next steps!1. Discussing a TV and Online data integration test; using the TV panel as a base.2. Investigate options of measurement of online video in TV panel; active or passive?3. Media Time Budget Study 2013 - > HUB

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asi Conference 2012Thanks!Bas.de.Vos@kijkonderzoek.nl@kijkonderzoek+31 6 55 788 452