The document discusses the evolution of media measurement in Latin America from traditional diary and interview methods to more advanced set-top box and return path data provided by companies like DIRECTV Latin America. It outlines DIRECTV's leadership in pioneering the use of return path data on viewership in Latin America starting in the late 1990s. The document also discusses eCGlobal's plans to develop a more holistic view of the PAY-TV audience through integrating data from multiple sources like TV ratings, social media, online panels, and web analytics and transforming their online panel into a larger insights community.

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

2. Insights Innovation Exchange
Santiago, Chile - April 8,9 2014
The Evolution of Media Measurement
Diaries,
In-person
Interviews
Set Top Box
Meters
People
Meters
Personal
Meters
Multi-
media,
Multi-task

3. Insights Innovation Exchange
Santiago, Chile - April 8,9 2014
The Evolution of Media Measurement
Diaries,
In-person
Interviews
Set Top Box
Meters
People
Meters
Personal
Meters
Multi-
media,
Multi-task
• Self-reported –
subjective bias
• In-person
interview – only
option for some
targets
• Detailed, but
expensive and
time consuming

4. Insights Innovation Exchange
Santiago, Chile - April 8,9 2014
The Evolution of Media Measurement
Diaries,
In-person
Interviews
Set Top Box
Meters
People
Meters
Personal
Meters
Multi-
media,
Multi-task
• Passive
measurement –
end of subjectivity
• Household Figures
• Still expensive –
low samples

5. Insights Innovation Exchange
Santiago, Chile - April 8,9 2014
The Evolution of Media Measurement
Diaries,
In-person
Interviews
Set Top Box
Meters
People
Meters
Personal
Meters
Multi-
media,
Multi-task
• Each viewer in house prompted to identify presence
• Demographics advantage – Age, gender, SES
• Participation biases, even more expensive

6. Insights Innovation Exchange
Santiago, Chile - April 8,9 2014
The Evolution of Media Measurement
Diaries,
In-person
Interviews
Set Top Box
Meters
People
Meters
Personal
Meters
Multi-
media,
Multi-task
• Include out-of-home viewing, radio and TV
• Difficult recruitment, low sample sizes
• Still tentative

7. Insights Innovation Exchange
Santiago, Chile - April 8,9 2014
The Evolution of Media Measurement
Diaries,
In-person
Interviews
Set Top Box
Meters
People
Meters
Personal
Meters
Multi-
media,
Multi-task
• Set-top big data
• Merge traditional TV data with other data
• Holy grail – ROI from exposure to purchase
DVR Timeshifted +
Purchase Behavior

8. Insights Innovation Exchange
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

9. Insights Innovation Exchange
Santiago, Chile - April 8,9 2014
1999 2001
Sandro Mesquita, Rao Sunkara
From People Meters to RPD
DTVLA pioneered RPD in continent

10. Insights Innovation Exchange
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

11. Insights Innovation Exchange
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

12. Insights Innovation Exchange
Santiago, Chile - April 8,9 2014
Full clients
Panregional programmers
Panregional agencies
Report clients
Argentina clients

13. And that was just the
beginning...

14. Insights Innovation Exchange
Santiago, Chile - April 8,9 2014
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:

15. Insights Innovation Exchange
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
can deliver audiences
to an embedded
commercial

16. Insights Innovation Exchange
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

17. Insights Innovation Exchange
Santiago, Chile - April 8,9 2014
Online Viewing Integration

19. eCGlobal Core Panel
1.1 mi panelists in LATAM
Thousands interactions a day
>120 profiling variables
HBO Proprietary Panel
DIRECTV Proprietary Panel
Collaboration with Programmers

20. Insights Innovation Exchange
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

21. Insights Innovation Exchange
Santiago, Chile - April 8,9 2014
Data sources
Online PanelSocial Media + WebDTV Ratings

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

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

24. Insights Innovation Exchange
Santiago, Chile - April 8,9 2014
Big Data Analytics

25. Online Panel -> Insights Community

26. Online Panel -> Insights Community

27. Transform the Panel -> Community
Open Dialogues
Transparency
More Engagement

28. Insights Innovation Exchange
Santiago, Chile - April 8,9 2014

29. eCGlobal Core Panel
1.1 mi panelists in LATAM
Thousands interactions a day
>120 profiling variables
HBO Proprietary Panel
DIRECTV Proprietary Panel
Collaboration with Programmers

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

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