DIRECTV Ratings Pioneering by Luiz G. Duarte, Ph.D. of DirecTV - Presented at Insight Innovation eXchange LATAM 2013
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In 1999, DIRECTV was the first to measure audiences using data coming straight from its receivers. More than a decade later, it is poised to innovate once again with a slew of new data that can catapult the media market to new levels, including audience measurement for DVRs, individual spots, etc.
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DIRECTV Ratings Pioneering by Luiz G. Duarte, Ph.D. of DirecTV - Presented at Insight Innovation eXchange LATAM 2013
- 1. Ratings Revolution THE BRAVE NEW WORLD OF AUDIENCE RESEARCH BROUGHT TO YOU BY DIRECTV Luiz Guilherme Duarte, PhD March 2013
- 2. Number of times Walt Disney was turned away for financing to build Disneyland
- 3. There is nothing more powerful than an idea whose time has come Victor Hugo (1802-1885)
- 4. Short history of an idea… 1999 2001 Sandro Mesquita, Rao Sunkara
- 5. So this is how it works… RETURN PATH DATA LOCAL LOCAL OFFICE OFFI CE ONLINE CALIFORNIA CALI FORNI A BROADCAST REPORTING BROADCAST CENTER CENTER
- 6. From idea to the market… 2008 2009 2010 2011 ! ! 600+ automated reports a month All likely combinations All available online in PDF and Excel formats Daypart Days of the week Market - Whole day - Weekdays - Panregional - Daytime - Weekends - Individual - Primetime - Each day countries
- 7. From idea to the market… 2008 2009 2010 2011 ! ! ARG CHI COL PER PUE URU VEN vdc.directvla.com
- 8. New Clients Full clients Panregional programmers Panregional agencies Argentina clients Report clients
- 9. More ideas to hit the market… Ways we can change the rules of the game
- 10. From programs to spots & promos Volkswagen: Darth Vader – 30sec Chanel: B. Pitt – 30 sec Promo: PPV Madagascar – 10 sec Industry: Company: Brand: Creative: Duration: Position in Prg/Break:
- 11. In your pocket Android and iOS (iPhone/iPad/iPod Touch) Program and channel rankers Average ratings, shares, cumes Free & Pro versions
- 12. A lot more data Program genre Program subgenre English title Spanish title English episode title Spanish episode title Season number Episode number US parental rating HD flag Live/debut/repeat (select programming) Keywords (not yet in service) Possible in future: Director, leading actors etc. Short and/or long program description in English/Spanish/Portugues e
- 13. DVR Timeshifted Viewing PROGRAM COMMERCIAL CVI LIVE TIMESHIFTED Commercial * 100 Program Near Live Live + Same Day 1 -6 hrs Delay How well a program 6 - 24 hr Delay can deliver audiences to an embedded 24 - 48 hr Delay commercial 2 - 3 day Delay 3 - 7 day Delay 7 - 14 day Delay
- 14. Program Engagement New DTVLA program Web pages with social media links Complete Web statistics (visits, demos, likes, recommendations, etc.) Combined reporting