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"From TV toTotalVideo", Renata Uhlarikova, Kantar Media, International Business Development Director (London, UK)

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Renata Uhlarikova, Kantar Media, International Business Development Director (London, UK)

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"From TV toTotalVideo", Renata Uhlarikova, Kantar Media, International Business Development Director (London, UK)

  1. 1. From TeleVision to TotalVideo Renata Uhlarikova International Business Development Director Kantar Media
  2. 2. From TeleVision to TotalVideo
  3. 3. RETURN PATH DATA SET METER PANEL ONLINE CENSUS DATA © Kantar Media FIRST AND THIRD PARTY DEMOGRAPHICS CORE PANEL
  4. 4. Extended TV Measurement Denmark (2013) Finland (2018) Italy (2018) Netherlands (2015) Norway (2015) Russia (2013) Spain (2017) Switzerland (2016) Turkey (2018) UK (2013) Hong Kong (2019) Canada (2018)
  5. 5. Core Panel A high quality representative panels remains at the heart of TAM CORE PANEL
  6. 6. Introducing NextGen PeopleMeter
  7. 7. Data Protection and Project Shield Objective: Kantar Media to ensure integrity of currency data • To ensure panels are not compromise • Our data is not influenced by external factors Project Shield: Organised approach to data protection • Special Attention to Data Confidentiality and Panel Members’ Identities • All areas of Audience Measurement Service covered • DPOs appointed for each Kantar operation / each country
  8. 8. TV Panel 1235 HH ~ 2700 indv. Run by GfK Using Kantar Media 5000s meters Digital Panel 5000 individuals Run by Kantar Media Using VirtualMeter Census Data Total traffic measurement of all tagged content. Device Centric measurement. Source: Kantar Media NL & SKO, 2018
  9. 9. 0 50 100 150 200 250 300 Inds 6+ Inds 6-12 Inds 13-19 Inds 20-34 Inds 35-49 Inds 50-64 Inds 65+ Broadcast Online 1.0% 0,8 % 3.0 % 3,5 % 1,1 % 0,6 % 0,3 % Source: Kantar Media NL & SKO, Q1 2018 Average Daily Viewing Time and Share of Online Viewing
  10. 10. Measuring Extended TV delivers an uplift in viewing for many programmes (weekly average for 10 episodes Wi is De Mol (a weekly top 10 programme in the Netherlands) 16% 29% 54% Live audience Time-shifted up to 6 days Time-shifted up to 27 days (1%) Online audience Source: Kantar Media NL & SKO, 2018
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  12. 12. Base Panel 2600 individuals Kantar Media 5000s PeopleMeters Digital Meter Panel 1000 individuals VirtualMeter and Tagging Web Profile Panel 28000 individuals Cookie based, all digitale devices Census Data Total traffic measurement of all tagged content. Device Centric measurement. Source: Kantar TNS DK, 2018
  13. 13. 0 50 100 150 200 250 300 350 Inds 3+ Inds 2-9 Inds 10-19 Inds 20-29 Inds 30-39 Inds 40-49 Inds 50-59 Inds 60-69 Inds 70+ Broadcast Online 3,1% 5,8 % 6,6 % 4,6 % 4,7 % 3,9 % 2,1% 2,9 % 1,6 % Source: Kantar TNS DK, Q1 2018 Average Daily Viewing Time and Share of Online Viewing
  14. 14. Rank Program Ch. Total Tablet Smartphone PC Digital 1 VM handball: Denmark-Sweden TV 2 1,633,750 16,380 5,850 16,800 2.4% 2 VM handball: Denmark-Argentina, 1H DR1 1,610,360 5,310 4,440 37,140 2.9% 3 VM handball: Denmark-Argentina, 2H DR1 1,562,150 9,700 4,700 37,730 3.3% 4 VM handball: Denmark-Qatar, 2H DR1 1,562,010 4,470 4,450 38,620 3.0% 5 Badehotellet TV 2 1,550,710 6,220 1,420 3,490 0.7% 6 VM handball: Egypt-Denmark TV 2 1,524,140 7,050 2,810 11,620 1.4% 7 TV-avisen DR1 1,508,840 6,670 3,800 35,760 3.1% 8 VM handball: Denmark-Qatar, 1H DR1 1,458,020 10,370 3,040 36,510 3.4% 9 TV-avisen DR1 1,435,760 7,690 3,160 34,100 3.1% 10 VM handball: Denmark-Hungary, 1/8 finale TV 2 1,422,790 11,150 3,570 17,130 2.2% Source: Kantar TNS DK, Q1 2018
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  16. 16. RETURN PATH DATA SET METER PANEL ONLINE CENSUS DATA © Kantar Media FIRST AND THIRD PARTY DEMOGRAPHICS CORE PANEL ONLINE CENSUS DATA © Kantar Media FIRST AND THIRD PARTY DEMOGRAPHICS CORE PANEL RETURN PATH DATA SET METER PANEL
  17. 17. Base Panel 3300 individuals PeopleMeters and Focalmeter Out of home Panel 1500 individuals Portable meter Age 10-79 Census Data Total traffic measurement of all tagged content. Device Centric measurement. Source: TVOV Norway, 2018
  18. 18. 0 50 100 150 200 250 300 350 Inds 2-79 Inds 2-9 Inds 10-19 Inds 20-29 Inds 30-39 Inds 40-49 Inds 50-59 Inds 60-69 Inds 70-79 Broadcast Online 6,9 % 19,0 % 15,7 % 24,3 % 16,0 % 6,6 % 3,0% 1,4 % 1,0 % Source: TVOV Norway, Q1 2018 Average Daily Viewing Time and Share of Online Viewing 7% difference
  19. 19. 151 10 0 20 40 60 80 100 120 140 160 180 Total Video Minutes Total minutes viewed by platform Linear Broadcast Linear Online VOD 60%20% 13% 7% Online viewing by Screen TV PC/Mac Tablet Mobile Measuring Extended TV – adding online viewing In Norway, IPTV viewing adds 11 minutes to total viewing – 60% on big screen Source: TVOV Norway, Q1 2018, Age 2-79. Online linear and VOD is measured for NRK, TV2, MTG and Discovery players.
  20. 20. FocalMeter A panel-based solution measuring internet delivered TV consumption • Measuring all internet-delivered TV across all devices in the home • Connected devices support panellist auto prompt / notification • Real-time data capture
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  22. 22. • In Holland attempts to get online GRPs included in the currency was made but didn’t gain any traction. • In Denmark online GRPs are treated the same way as traditional GRPs and is part of the trading currency. • Norway aims to switch to the same GRP trading model as Denmark by January 2019 • Leading agencies in Norway are preparing and organising themselves during 2018 in order to adapt to the new trading model, which will be in place next January. Comments from the industry in Holland, Norway and Denmark Impact of Extended TV
  23. 23. Denmark (2013) Finland (2018) Italy (2018) Netherlands (2015) Norway (2015) Russia (2013) Spain (2017) Switzerland (2016) Turkey (2018) UK (2013) Hong Kong (2019) Canada (2018) Extended TV Measurement
  24. 24. About Kantar Media Kantar Media is a global leader in media intelligence, providing clients with the data they need to make informed decisions on all aspects of media measurement, monitoring and selection. Part of Kantar, the data investment management arm of WPP, Kantar Media provides the most comprehensive and accurate intelligence on media consumption, performance and value. For further information, please visit us at www.kantarmedia.com © Kantar Media company/Kantar-Media +KantarMediaGlobal @Kantar_Media KantarMediaGlobal @KantarMedia KantarMediaGlobal Renata.Uhlarikova@kantarmedia.com

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