La agencia de investigación de mercados The Cocktail Analysis, con la colaboración de Netquest (Paneles Online) y Fluzo (Tecnología de Audiomatching), realizó un estudio con una muestra de 1.800 espectadores representativos de la población española de entre 16 y 65 años mediante audímetros en sus teléfonos móviles con los que analizar el contexto y las motivaciones del consumo del contenido. Este estudio realizado para Google y Radio Televisión Española (RTVE) permitió comprender mejor la audiencia y hábitos de consumo de uno de los programas de jóvenes talentos de mayor éxito en España "Operación Triunfo" ("American Idol", en su versión en Estados Unidos), y es un ejemplo de uso de tecnología y paneles de consumo para comprender mejor la audiencia cross-media.

1. Leveraging consumer panels data to better
understand cross-media consumption
Enric Cid
Managing Director Americas
ecid@netquest.com
“OPERACIÓN TRIUNFO” AN AUDIO-MATCHING USE CASE
Vicente García Gandía
CMO & Co-founder
vicente@fluzo.com

2. “We compete with (and lose to)
Fortnite more than HBO.”
Shareholder letter,
January 2019

3. Yet, the logic is there...
MillionUsers

4. Not all Netflix users are the same...
“When YouTube went down globally for a few minutes in
October, our viewing and signups spiked for that time…
We earn consumer screen time, away from a very broad set of
competitors” Shareholder letter,
January 2019

5. “... it is as winning time away,
entertainment time from other
activities.”
“... to become HBO faster
than HBO can become
us.”
CEO, Reed Hastings
Prime-time Media
Linear TV
Cross Media
OnDemand, 24/7, personalized,
multi device content
Beyond Media
convergence of content, gaming,
and interactive services
Gen Z
2013 2019

6. So what?

7. Are thrillers the westerns of tomorrow?
Interactivity
Co-Creation
Consumer ‘pitch’ their own ideas and vote on
other participants’ ideas for a new
entertainment show.

8. Advertisers still need an integrated vision of this and
how optimize de ROI.
• Reach and incremental reach of media channels (unified
measurement)
• From counting exposure to measure impact (and define what it
means)
• Estimating the true effects of marketing activations and isolating
them from the effects of other factors

9. Future Scenarios
Increased fragmentation of media channels and data owners, means that
media measurement as we know it (à la TV Rating) will be replaced.
Super
JICs
DATA

10. Data
Guardians
While consumers move
between channels
seamlessly, we must
integrate data from
multiple data streams in a
trustworthy way

11. To solve the puzzle data will be
integrated, weighted, inputted, fused
and so on:
Data Fusion, Data Enrichment, Data Ascription
Data Modelling...
Data Science
(aka Data Magic)

12. Data Collection
Technology
Discover what your target audience
is listening to...
AUDIO-MATCHING DATA

13. What is it and how is audio-matching
data collected?

14. Our technology
DATA COLLECTION
Multi-device
The technology identifies the signal regardless the device that
transmits the content: TV, radio, smartphone, tablet, smart
speaker, laptop, etc.
Automatic Content Recognition
Netquest uses an innovative proprietary automatic
content recognition technology (ACR) based on
fingerprinting provided by our partner Fluzo. Robust and
scalable:
Fingerprint
A condensed digital summary, generated from an audio signal,
that is used to identify a media clip sample. Integrated in any app
(via SDK) generates data in real time on any type of audiovisual
consumption (TV, radio, online video and online radio).

15. Fingerprints data base*
(pre-loaded or created in real time
from streaming sources)
Commercial on TV
The technology transforms it
in a unique fingerprint
Fingerprints data collection
(our ACR technology integrated via SDK in
Netquest´s app)
Content matched
Database Query
The process
DATA COLLECTION
Database Answer
To know what audiovisual
content a user is consuming
at any given time,
our technology extracts a
unique fingerprint from the
ambient sound environment.
And this fingerprint is
matched with a fingerprints’
database.
* TV channels, radio stations and any streaming; database of all advertising campaigns active on TV; and any
content from our customers.

16. Option 1: real time
Audio contents is previously loaded on the ACR platform
(series, TV programs, ads, radio spots…) and the technology
transformed all this content into fingerprints. In this option
the matching process is done in real time.
Option 2: reprocessed
All fingerprints are collected without previously having loaded
the content in the platform. The matching process is done once
the fieldwork is closed or once the content is available to be
transformed into fingerprints.
Different options available
DATA COLLECTION

17. AUDIO-MATCHING USE CASE
“Operación Triunfo”: How to reinvent TV
in the era of social media

18. Operación Triunfo is a reality
and talent show that first aired
on Spain's RTVE network in 2001.
It is a music contest with voting viewers and all the
reality show elements. The show searches for the
country's next solo-singer sensation.
The TV show was a success in the 2017 edition when
it returned, 6 years since it was last broadcasted.
AUDIO-MATCHING USE CASE
What is “Operación Triunfo”?

19. ▪ Find ways to increase the audience after broadcasting
the show on TV.
▪ Understand all the new ways of watching TV right now
and how the show works in a digital environment.
▪ Measure the total reach and frequency of exposure on
TV and/or in other online platforms.
▪ Getting to know and segment the audience.
AUDIO-MATCHING USE CASE
Research objectives

20. TVE (Spanish public TV) and Google.
AUDIO-MATCHING USE CASE
A joint effort
The research agency
Gestmusic (producer) Tech and Data partners

21. ▪ Sample:
1.800 Spanish panelists (16-65 years old)
▪ Passive measurement:
Orpheus app (with Fluzo’s technology) was installed on
panelist’s devices with continuous stream from September to
December, 2018.
▪ Surveys:
We also launched surveys the day after the TV show aired
every week to the same consumers that had the Fluzo
technology installed and that declared were viewers of the
show.
▪ Plus, we launched 21 customized extra surveys among these
viewers.
AUDIO-MATCHING USE CASE
Methodology

22. ▪ This measurement (observed and
declared data) helped researchers
identify which content and music
played created audience peaks.
▪ The audience planned their weekly
content consumption according to the
channels available.
AUDIO-MATCHING USE CASE
Some insights:

23. AUDIO-MATCHING USE CASE
Some insights: songs increased
their reproductions
▪ The study discovered the multiplier effect
of the show for the music industry.
Some songs that were interpreted on the
show were rediscovered by the audience and
increased their reproductions.
The hit “La Llorona” saw a fourfold
increase in the number of plays after
it was performed on the show.x4

24. AUDIO-MATCHING USE CASE
Some insights: after each TV gala, viewers kept consuming all
the different content available
Played a pre-recorded gala
Watched live Content (24/7 TVE platform)
Revisited related content the day after the show was broadcasted
Played VOD content
21%
21%
43%
72%

25. ▪ Pure digital consumers (14%)
Young people
They spent 28 minutes/week on average
watching OT content
▪ Traditional consumers (12%)
Older people
They spent 70 minutes/week on average
watching OT content
▪ Multiplatform intensive consumers (10%)
Young people
Notably female audience
They spent 180 minutes/week on average
watching OT content
▪ Occasional Consumers (64%)
The most common cluster
Diverse profiles (average Spanish person)
They spent 7 minutes/week on average watching OT content
AUDIO-MATCHING USE CASE
Some insights: clusters or segments of audience were identified
14%
12%
10%
64%

26. Takeaways
Leveraging consumer panels data to better understand
cross-media consumption

27. Don’t miss key information.
Combine all different types of data
from the same individual.

28. A Symphony of Data
Orchestrating data combinations to give you
a 360° view of the consumer
Watch video
BEHAVIOR
What is she doing?
GEOLOCATION
Where is she?
AUDIO-MATCHING
What is she listening to?
OPINION
Why?
PROFILING
Who is she?

29. ▪ Content audiences in TV & Radio
Rely on high quality data to estimate the audience and
reach. Find out media channels coverage and the
incremental coverage.
▪ Ad effectiveness on TV, Radio and Internet.
Media clip advertising is key to promote brands: use the right
data to evaluate and decide your ad investments.
▪ Content audit
Define your content strategy based on people's real behaviors
and interests.
▪ Media consumption and overlapping understanding.
Observe where is the content consumed: TV, radio or internet.
Discover the overlaps of the channels used in the campaign.
Some uses
AUDIO-MATCHING DATA

30. ▪ The measure is consumer-centric which means: it’s done on
an individual level, not households.
▪ Data is captured in real time 24/7 and it is not based on
panelist’s memory.
▪ Automatic channel identification: TV, radio or internet.
▪ User centric: surveys, profiling, behavioral, and other types
of data can be collected from the same individual.
▪ The data is observed, that means that you don't need to
rely on people’s memory.
Our advantages
AUDIO-MATCHING DATA

31. ▪ Our client, a Spanish market research consultancy The Cocktail
Analysis, was looking for innovative ways to measure &
understand the media exposure of Operación Triunfo (OT), a
popular talent show that was broadcasted all at once in traditional
linear TV, Youtube and the on-demand RTVE platform.
▪ That’s why we provided them with a representative sample of
1800 people from Spain (aged 16 to 65) that shared with us the
audio their mobiles picked up with their microphones to match
it with the OT broadcastings.
A real-life
success story
Innovative ways of media exposure with
audio-matching
The goal was to understand the context and reasons
why the audiences consumed each kind of content and
the result was an innovative, never-seen-before study.
Download use case
Understanding
the new TV viewer
in the era of Social Media

32. Thank you!!
Enric Cid
Managing Director Americas
ecid@netquest.com
Vicente García Gandía
CMO & Co-founder
vicente@fluzo.com