The document discusses the evolution of audience research and ratings through the lens of DIRECTV's innovations from 2008 to 2011. It highlights various data analytics capabilities, including automated reports and program engagement metrics, as well as potential future developments. Additionally, it emphasizes the significance of creative marketing strategies across various platforms and demographics.

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

15. Online Viewing Integration

16. Buyer & Pyschographics