Talking points: leading the way in moving from TV to … TV Kantar Media have led the research industry in re-defining Television in the context of measurement
Nearly 100 years on from the invention of the Televisor by John Logie Baird, TV is now a fusion of audio visual experiences, delivered to internet-connected PCs, laptops, smartphones, tablets, games consoles, set-top boxes and DVRs and yes, not forgetting, TV sets…… And it’s delivered linear, time-shifted, place-shifted, catch-up and on-demand.
Our role is to accommodate as much of this proliferation as we can and transform from TeleVision Audience Measurement to Total Video Audience Measurement. Yes it’s still Television….TV, ………but TV in all its forms.
Talking point: presenting our blueprint, our “Ideal” for TV audience measurement systems This is our blueprint for TV audience measurement - our ideal which in some markets is becoming a reality There’s a critical role for both panel and census data in our blueprint.
And Extended TV measurement became reality in these countries.
We provide audience measurement services in more than 60 countries worldwide. In 45 of them, we provide TAM/VAM currency services. And out of those 45, the following countries have introduced Extended TV Measurement.
Talking point: The role of high quality, representative panels (Core Panel) A high quality representative panel remains at the heart of audience measurement whilst big behavioural data must be anchored to our knowledge of how individuals behave, under conditions that we are certain we can control and fully understand.
In countries, were we’ve introduced or we are currently introducing Extended TV measurement, a high quality representative panel remains at the heart of the audience measurement.
Panel data provides an overview of the traditional viewing landscape, and one of the key strengths is offering individual level data from a well-managed and well-balanced panel.
As TV is evolving, so has to the technology, which measures it. So, currently, we are introducing NextGeneration Peoplemeter, which is a Tablet Meter.
The Next generation Peoplemeter is a tablet based meter with a docking station.
NGPM: Fully-featured PeopleMeter with configuration to meets the needs of each market
Real-time data collection real time ratings
Acoustic Path detection, which allows wireless set-up deploying the latest audio matching and audio watermarking
Bluetooth based source detection, which allows wireless set-up easier to install
Enhanced user interface registration via handset or app
This is a User Interface Screen and a complimentary application for smartphones. The good think about NextGen PeopleMeter is that it offers a wireless set-up.
Additional Info: Next Gen peoplemeter not connected to TV (wireless) … the acoustic path / microphones are imbedded in the meter
The whole set-up is wireless – just one TV on/off detection censor (plugged into electrical socket); for peripheral, we have HDMI / Optical / Coaxia / SI censor (saving operational cost)
If not a measurement of peripherals is needed, the meter is self-installed
Elevator pitch: The next generation in PeopleMeters. This fully-featured PeopleMeter builds on existing functionality to measure TV viewing on the TV set. Technical pitch: A meter featuring TV audience measurement to 4-second granularity (can be up to the second), monitoring content being viewed on a TV set 24 hours a day (7 days a week). Primary purpose: A meter that measures a household’s viewing on a TV – live, time-shifted, video on-demand. What’s different: Tablet display – enables additional panel registration touchpoint (in addition to a new handset) Firmware upgrades – can be managed by the panellist or automatically. USP’s include: Aesthetic design (touch-screen technology) Customisable configuration – enhance features as the needs of each market/TAM system requires. Communication channel for panellists –in addition to existing panel helpdesk touchpoints (phone, website) the meter itself can be used for queries to KM and panel management. Content detection techniques: Latest KM audio-matching and audio watermarking technologies INK 4 Ads enable the NextGen PeopleMeter to capture and monitor the advertisements that are being consumed Meter Installation: Set-up: Technician / Home visit Updates and upgrades: Remote or self-service Data processing: Overnight or in real-time, dependent on market requirement Pilots or Deployments: None as yet - Currently in beta test mode Commercial availability: Q4 2017
Objective: Kantar Media to ensure integrity of currency data To ensure panels are not compromise Our data is not 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 (i.e. Internal Network, Workspace, Transfer of Information, i.e. between Kantar and ES provider, or between panel management team and technicians, encryption of panel memebers’ data in our Data Production sw, etc.). Kantar Media also applies comprehensive and rigorous quality controls to all our TAM/VAM services around the world and and pays great attention to the security measures within the Project Shield project implemented across all TAM services globally. Internet security procedures and clear Cyber Security policy, strict procedures related to the circulation and keeping the sensitive documents. Clean desk policy
DPOs appointed for each Kantar operation / each country
We also encourage auditing and are open to providing evidences of all quality controls and procedures in place.
What SKO, Dutch JIC, have done, is to combined different data sources in hybrid measurement, which was one of the first hybrid audience measurements around the globe. So, first, they utilized their TV panel, with 2700 Inds, which is run by GfK, but using our KM 5000 Series peoplemeters. On top of it, they built separate Digital Panel, to measure online behavior on browsers, broadcast players and apps across all devices. And last, but not least, they utilized Census Data, which is a total traffic measurement for all tagged content. The content is tagged by comScore.
And first, SKO has decided to create an online currency, by calibrating their online panel to census. The online currency is available since Jan 2016. And then they fused the online currency back to TAM data (TV panel), and the fused data are published since April this year.
And here are some Dutch data ... Share of Online viewing within total viewing time, in Q1 this year.
As you can see, online viewing has approx 1% share in case of all Inds 6+, but around 3% share in case of younger viewers 13-19 years old.
And measuring Extended TV delivers an uplift in viewing for many programmes
Interesting example is “Wie is de Mol”, a famous reality show with Dutch celebrities.
The graph above shows the average shares of viewers from various sources (live, time-shift and online audience e.g. Viewing on online devices). It’s the average across the 10 episodes for live, Time-shift viewing and online audience.
As you can see, only 54% of total audience viewed it live, 29% have viewed it time shifted and 16% viewed online.
So, measuring extended TV (online viewing) can deliver an uplift in viewing for many programmes
Talking points (Case Study); Netherlands – measuring extended TV ‘Wie is de Mol is a famous reality game show with Dutch celebrities, on tv for about 10 weeks (one episode per week) first quarter of the year The graph above shows the average shares of viewers from various sources (live, time-shift and online audience e.g. Viewing on online devices) average across the 10 episodes for live, Time-shift viewing and online audience. Measuring extended TV (online viewing) can deliver an uplift in viewing for many programmes = realising the value of TV (Total Video)
Danish Video Audience Measurement, called “Viewer Survey”, is also a measurement based on hybrid approach, where multiple data sources are utilised.
There is a Core panel of 2600 Inds / 1200 HHs, which measures TV sets and Smart TV viewing, and it includes 50 non-TV HHs Core panel: increase from 1000 HHs / 2200 Inds, includes non-TV HHs (approx 50 HHs) Core Panel: measurement of TV & Smart TV; TSV +7 days; KM 5000 Series Meter & KM Watermarking technology
To avoid compliance issues, Digital Meter panel of 1000 Inds, which is a representative panel of Danish online population, was built. Using the tagging technology, all digital devices are measured - PC/laptop, tablet and smartphones
On top of it, Web Profile Panel of 28000 Inds, which is a digital panel with cookie recognition, is used for measurement of niche digital viewing behaviour and as an additional info on demographic profile of online viewers
And last, but not least, census data provide a ”total picture” of viewing of all tagged content and it’s used as verification of the Digital Meter Panel results + for data calibration
Data Integration: 1. Web Profile Panel and Digital Meter Panel merged into “Total Digital Panel” 2. Viewing targets for relevant target groups generated from census data and the total Digital Panel The universe of the Core TV Panel is boosted with non-tv Core TV Panel is virtually expanded to match the Total Digital Panel Digital viewing data is fused onto the expanded Core TV Panel Core TV Panel is calibrated to census
Non-TV HHs (170 Inds) are extracted from the Digital Meter Panel and then they are used for final reporting (the panel is reweighted incl non-TV HHs) TAM panel is virtually expanded (10x) before the calibration is applied Digital Meter Panel – 1000 Inds 3+ (equipped with VM/Digital Meter, based on tagging) Fusion of Digital viewing from Digital Meter Panel to Core Panel Web Profile Panel (cookie based panel – cookie website based streaming viewing; doesn’t measure any apps) – used for demo profile in the calibration process Fusion is followed by calibration to census 65% of digital viewing we pick up from census is for Danish Radio (they have their own Online Players which are free) & TV2 (they also have online player, but paid / based on subscription)
Fusion of Digital Meter Panel to Core TAM panel – we create single source During Calibration we use use both, Digital Meter Panel for demographic profile, but we also Web Profile Panel for Demographic profiles We know cookies of the panelists in Web Profile Panel, and we can match them with cokies from census (only for browsers)
At the moment we calibrate only on channel level, later, we will calibrate on programmes (at the moment the content ID is insufficient)
And here are some of the results ... Share of Online viewing within total viewing time, in Q1 this year.
As you can see, online viewing has approx 3% share in case of all Inds 3+, but around 5% - 6% share in case of younger target groups.
And that uplift in audience figures, coming from online viewing, could be different for different programmes.
In Jan this year, Skam was the most popular TV programme online. Although Skam is a Norwegian teen drama television series, In Denmark, the series is shown by DR on the DR TV streaming service and aired on TV channel DR3. The graph above shows shares of viewers from various sources / devices (TV set audience and those, viewing online, via different connected devices, as PCs, laptops, tablets and smartphones). As you can see, in case of this specific programme, almost 40% of viewers viewed this programme online, using various connected devices. So masuring extended TV (online viewing) can deliver an uplift in viewing for many programmes
However, we have to take this into perspective: Skam was viewed by the audience of approx 85k people (in total), while the most popular programme in Jan (overal, not just on digital platforms, was World Championship in Handball (Denmark vs Sweden) and the audience reached 1.6 mil of Danish population. Digital viewing accounted only for 2% of overall viewing.
And in some markets, like Norway, out of home viewing is becoming a very important component of the video measurement system. So also OOH viewing measurement is part of our blueprint.
And Norway is another country where we are implementing multi-screen video measurement. It’s a new hybrid system to measure TV sets + online devices, in & out of home - Total TV & Video Rating (TVOV)
And as OOH viewing measurement is very important in Norway, two separate panels are being deployed. Panel A, 3000 Inds, measuring broadcast viewing and online viewing inside the home, using our router meter, implemented in TV panel homes. And Panel B, 1500 Inds, equipped with portable meters to measure all TV and video content consumed out of home (OOH).
Data from the two panels will be fused daily combining in-home and out of home, television and online and, then, the online consumption will be calibrated to census.
In Norway, we have two panels: - Panel A, with 3000 Inds, where we measure TV Panel: 1660 HH/3000 Persons + Router Meter/Focal Meter implemented (90% of HHs will 4G HHs – VM app for mobiles & tablets (to collect devise IDS), cookie registration for PCs (for each browser they click a link, to identify the browser) So in a way, a single source panel is created AudioMatching is used for 100 channels (but first priority is watermarking, second priority is audiomatching)
Portable Measurement Panel: 1500 Persons (used for measurement of OOH viewing) KM Watermarking: 30 channels (encoding both, broadcast feed & online feed) Census (Kantar Media’s tags): used for online data calibration Fusion of OOH to TAM core panel (off-line OOH data only) Calibration
Calibration of programmes and commercials
Tagging is done on VOD content as well. VOD content is reported as part of daily reporting
Here is Norway’s data – with a 7% extended TV lift.
That’s because, in Norway, we have recently started identifying the TV set as a platform for viewing IPTV delivered content. Now we find that 60% of online viewing takes place on the big screen – on a Smart TV.
That figure is also reflected in census data from a number of markets.
But how is this now being measured?
The FM is a hardware panel-based solution measuring online video consumption across all of the household devices on a home network, capturing in real time
The FM also identify when new on-line devices are being used within a household – an important feature in relation to panellist cooperation
The FM has the ability to cover Smart TVs - which I think will be a much more important device for consuming on-line TV than PCs, tablets, and phones in the long run
The FM has the ability to measure the top line level consumption on free streaming services like YouTube or SVOD like Netflix
The FM is currently being deployed in services in Norway, Finland, Hong Kong and Turkey is various configurations and setups.
The Turkish deployment is done in a combination of the TAM panel and a separate boost panel and with panellist prompting like it is know from Virtualmeter where as the Norwegian setup is based on FM installed in the TAM panel but completely passive so without panellist prompting.
"From TV toTotalVideo", Renata Uhlarikova, Kantar Media, International Business Development Director (London, UK)
From TeleVision to TotalVideo
International Business Development Director
Extended TV Measurement
Hong Kong (2019)
A high quality representative panels remains at the heart of TAM
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
1235 HH ~ 2700 indv.
Run by GfK
Using Kantar Media
Run by Kantar Media
Total traffic measurement
of all tagged content.
Source: Kantar Media NL & SKO, 2018
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)
54% Live audience
Time-shifted up to 6 days
Time-shifted up to 27 days (1%)
Source: Kantar Media NL & SKO, 2018
Digital Meter Panel
Web Profile Panel
Cookie based, all digitale
Total traffic measurement
of all tagged content.
Source: Kantar TNS DK, 2018
Out of home Panel
Total traffic measurement
of all tagged content.
Source: TVOV Norway, 2018
Total minutes viewed by platform
Linear Broadcast Linear Online VOD
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.
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
• 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
Hong Kong (2019)
Extended TV Measurement