The Media Measurement Revolution in Latin America

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From diaries to people meters and social collaboration, media measurement has evolved significantly over the years. The latest trend is towards single source panels and return path data, which allow identification of more sophisticated variables in larger sample sizes at lower costs. Television, in special, has seen great unsettling with the advent of new media, creating rising expectations on the quality and quantity of data made available. Combine that with DVRs, OTT and other emerging technologies and a revolution is in the works. It has happened in the U.S….How will it happen in Latin America? DIRECTV is leading the way in this tumultuous times with new audience measurement services that will overflow the walls of its boarding rooms to gain the market in general.

Technology

The Upcoming Media Measurement
Revolution in Latin America
Insights InnovationExchange
Santiago,Chile - April 8,9 2014
Luiz G. Duarte, PhD
Adriana Rocha, Co-founder & CEO eCGlobal Solutions

Insights InnovationExchange
Santiago,Chile - April 8,9 2014
The Evolution of Media Measurement
Diaries,
In-person
Interviews
SetTop Box
Meters
People
Meters
Personal
Meters
Multi-
media,
Multi-task

Insights InnovationExchange
Santiago,Chile - April 8,9 2014
DIRECTV Latin America way
Source: Business Bureau Market Estimates Dic-13
CARIBBEAN
436K
9%
PUERTO RICO
863K
21%
VENEZUELA
5M
25%
BRAZIL
20M
11%
URUGUAY
736K
12%
ARGENTINA
10M
22%
MEXICO
15M
20%
COLOMBIA
7.8M
9%
ECUADOR
1.4M
10%
PERU
2.5M
3%
CHI
3.1M
10%
PAY TV PENETRATION
DTV MARKET SHARE

Insights InnovationExchange
Santiago,Chile - April 8,9 2014
1999 2001
Sandro Mesquita, Rao Sunkara
From People Meters to RPD
DTVLApioneered RPD in continent

Insights InnovationExchange
Santiago,Chile - April 8,9 2014
LOCAL
OFFI CE
CALI FORNI A
BROADCAST
CENTER
So this is how it works…
LOCAL
OFFICE
CALIFORNIA
BROADCAST
CENTER
ONLINE
REPORTING
RETURN PATH DATA

Insights InnovationExchange
Santiago,Chile - April 8,9 2014
From idea to the market…
2008 2009
!
!
2010 2011
vdc.directvla.com
ARG
CHI
COL
PER
PUE
URU
VEN

Insights InnovationExchange
Santiago,Chile - April 8,9 2014
Full clients
Panregional programmers
Panregional agencies
Report clients
Argentina clients

Insights InnovationExchange
Santiago,Chile - April 8,9 2014
CVI
TIMESHIFTED
Live + Same Day
1 -6 hrs Delay
6 - 24 hr Delay
24- 48 hr Delay
2 - 3 day Delay
3 - 7 day Delay
7 - 14 day Delay
Near Live
DVR Time Shifted Viewing
PROGRAM COMMERCIAL
LIVE
Commercial * 100
Program
How well a program
candeliver audiences
toan embedded
commercial

Insights InnovationExchange
Santiago,Chile - April 8,9 2014
Program Engagement
New DTVLA program Web pages with social media links
Complete Web statistics (visits, demos, likes,
recommendations, etc.)
Combined reporting

Insights InnovationExchange
Santiago,Chile - April 8,9 2014
Online Viewing Integration

eCGlobalCorePanel
1.1mi panelists in LATAM
Thousandsinteractionsa day
>120profiling variables
HBOProprietaryPanel
DIRECTVProprietaryPanel
Collaboration with Programmers

Insights InnovationExchange
Santiago,Chile - April 8,9 2014
1. Have an holistic view
of PAY-TV users in
LATAM, combining data
from multiple sources
and formats, including
TV ratings, social media,
primary research
and web analytics.
2. Efficient Data
visualization& Delivery
tools

Insights InnovationExchange
Santiago,Chile - April 8,9 2014
Data sources
Online PanelSocialMedia + WebDTV Ratings

Data Integration Plan
Ratings+ Research + CRM + Web + Social Media

Insights InnovationExchange
Santiago,Chile - April 8,9 2014
In your pocket
Android and iOS
(iPhone/iPad/iPodTouch)
Program and channel
rankers
Average ratings, shares,
cumes
Free & Pro versions
Q4,2012

Insights InnovationExchange
Santiago,Chile - April 8,9 2014
Big Data Analytics

Transform the Panel -> Community
Open Dialogues
Transparency
More Engagement

Insights InnovationExchange
Santiago,Chile - April 8,9 2014

Insights InnovationExchange
Santiago,Chile - April 8,9 2014
It has never been so exciting to be a
Researcher.
Get Inspired!

Thank you!
Luiz G. Duarte, PhD
Adriana Rocha, Co-founder & CEO eCGlobal Solutions

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