the way to total tv audience measurement and streaming tv bas de vos managing director sko mms...
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The way to total TV Audience Measurement
and
Streaming TV
Bas de VosManaging Director SKOMMS Seminar 2008
MMS Seminar 2008
Agenda
• Introduction to SKO – current measurement• It is a disturbing world we live in now• Chasing Rabbits?
– How to solve the quest for total TV measurement?• Chasing satellites!
– The Dutch Strategy– Streaming TV measurement
MMS Seminar 2008
First of all
Congratulations to MMS for their 15th anniversary!
As a special delivery from Holland we brought some Dutch......
Specialty!
MMS Seminar 2008
• Television audience measurement in the Netherlands
• Joint Industry Committee (JIC) – Public broadcaster (NPO)– Commercial broadcasters (SPOT)– Advertisers (BVA)– Media agencies (PMA)
MMS Seminar 2008
TV audience measurement
• Executing research agencies
– Establishment survey, TV-panel, viewing data
– Registration and classification of broadcasts
– Measurement of TV streams
ratings
streams
MMS Seminar 2008
Basic facts Dutch TAM
7.1 million households
6.000 households
>60% response
TV in 97.9% of all households
Population 6+ 14.9 million
1.245 households
2.900 individuals
Regional oversampling
Including guests
MMS Seminar 2008
Basic facts meter
People meter
Taris 5000 since 2002
Active registration viewing behaviour (remote)
Includes guest, vacation and non-viewers button
Coincidental telephone interview, overlap with meter data:
– TV on = 98.8%
– TV viewing = 97.8%
– Same channel = 98.0%– During spots =
97.0%
MMS Seminar 2008
Basic facts channel identification
GPRS transmission
Daily reports (7:30 hours)
Channel detection
•Picture Matching
•Enhance Audio Matching
•VBI codes
MMS Seminar 2008
Broadcast information
456.537 programmes and 1.817.609 spots in 2007
Broadcast hours spots, programmes, jingles en promo's registered for SKO 2002-2007
Source: MediaXim
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
5000000
5500000
6000000
6500000
7000000
7500000
8000000
8500000
9000000
2002 2003 2004 2005 2006 2007
Programma's Spots Promo's J ingles
Number of broadcasted spots, programmes, jingles and promo's geregistered for SKO 2002-2007
Source: MediaXim
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
5000000
2002 2003 2004 2005 2006 2007
Spots Promo's J ingles Programma's
MMS Seminar 2008
Basic facts TV viewing
Daily viewing time (min.), 2005-2007Source: Eurodata TV Worldwide, SKO
0 60 120 180 240 300 360
Sweden
Denmark
Norway
Belgie (Noord)
Australia
The Netherlands
France
Germany
Portugal
Turkey
Spain
UK
Belgium (South)
Italy
Greece
USA
J apan
2005 2006 2007
Channel shares (% ), 2007.10 larger channels, 6+, 02:00 - 26:00 hours.
Source: SKO Jaarrapport 2007
NEDERLAND 123%
NEDERLAND 29%
NEDERLAND 39%
RTL417%
RTL57%
RTL76%
RTL 81%
SBS613%
TIEN4%
NET56%
VERONICA5%
MMS Seminar 2008
Basic facts Dutch advertising market
Total expenditure television
•Gross = €2,802.00 million •Net = € 851.00 million
Share of TV Gross Expenditure
•Food = 15.9%•Retail = 11.7%•Personal care = 11.6%
Source: IP Int KeyFacts 2007, SPOT Financieel Jaarverslag televisiereclame 2007
Share Gross Media Expenditure (% ), 2007.Source: IP International Key Facts Television 2007
Television, 54.4%
Daily Press, 15.7%
Radio, 9.4%
Outdoor, 4.5%
Internet, 4%
Cinema, 0.3%
Other press, 3%
Magazines, 9.0%
MMS Seminar 2008
Total net expenditure television
MMS Seminar 2008
Agenda
• Introduction to SKO – current measurement• It is a disturbing world we live in now• Chasing Rabbits?
– How to solve the quest for total TV measurement?• Chasing satellites!
– The Dutch Strategy• Streaming TV measurement
MMS Seminar 2008
Fast growth Digital Reception
1.9%
6.8%
8.2%
17.7%
39.6%
72.6%
0% 20% 40% 60% 80% 100%
% Households
Digital Internet
Digital Terrestrial(Digitenne, ether)
Digital Satellite
Digital Cable
Analogue Antenne
Digital Total
Cable
Digital TV reception Source: SKO ES 2d half 2005-1st half 2008
2008-I
2007-II
2007-I
2006-II
2006-I
2005-II
MMS Seminar 2008
The begin of the end for analogue VCR
78.0%
70.8%
69.7%
63.7%
61.3%
44.7%
41.1%
38.1%
0% 20% 40% 60% 80% 100%
2004-I I
2005-I
2005-I I
2006-I
2006-I I
2007-I
2007-I I
2008-I
Penetration VCR-, DVD-, HD-recand DVD- player
Source: SKO ES 2nd half 2004-2nd half 2007
VCR DVD player DVD recorder (without hard disk) HD (with / without DVD)
MMS Seminar 2008
• From test data in 2007 we estimated that 17% of the viewing time of VCR, HD and DVD is Time Shifted Viewing of programmes recorded previously recorded or VOD (7 days)
• This is less than 1% of the average time viewed total TV
Time shifted viewing
ATV totaal 6+ 6+ with HD-R 6+ with DVD-R 6+ with VCRTotal TV 186.3 167.2 201.4 188.4HD 1.9 14.9DVD 7.1 12.5VCR 2.7 3.8
MMS Seminar 2008
Broadband in almost 84% of households with Internet access
Sort I nternet access Bron: SKO ES 2007
Cable38.9%
Analogue line/modem
8.2%
ISDN3.2% ADSL line
45.2%
MMS Seminar 2008
TV viewing through Internet
0.3%
4.9%
7.7%
0.5%
8.8%
12.1%
1.4%
12.7%
17.0%
0% 10% 20% 30%
% (Head of) households
2005
2006
2007
Source: SKO ES 2005-2007
Watches TV throughthe Internet
Watches TV throughthe Internet usingMedia Player
IPTV
MMS Seminar 2008
1st half 2008
26% of the households watches streams of TV programmes through the internetFrom which:– 86% On demand streams– 11% Live streams
MMS Seminar 2008
Increasing supply VOD
• Set-top Box distribution:Start Over, Look Back, Season Pass
• Internet distribution:iTunes, 4od, BCC iPlayer, You Tube, Joost
MMS Seminar 2008
16% of all visits involves streaming
Number of visits – visits containing streams NPO, RTL and SBS domains.
Visits
(* 1000) Visits including streams
(* 1000)
Percentage of visits including streams (% )
Domain Feb-07 Feb-08 Feb-08 Feb-08
NPO 53,951 85,214 15,462 18.1%
RTL 10,881 16,066 1,242 7.7%
SBS 2,316 3,042 363 11.9%
Average 22,383 34,774 5,689 16.4%
Number of pages views – streams requests NPO, RTL and SBS domains.
Page views (* 1000) Page views including
streams (* 1000)
Percentage of page views including streams (% )
Domain Feb-07 Feb-08 Feb-08 Feb-08
NPO - 480,136 41,446 8.6%
RTL - 64,717 2,963 4.6%
SBS - 20,863 4,636 22.2%
Average 188,572 16,348 8.7%
Source: STIR Webmeter™, Stichting Internet Reclame
MMS Seminar 2008
Chasing Rabbits?
MMS Seminar 2008
Agenda
• Introduction to SKO – current measurement• It is a disturbing world we live in now• Chasing Rabbits?
– How to solve the quest for total TV measurement?• Chasing satellites!
– The Dutch Strategy– Streaming TV measurement
MMS Seminar 2008
Chasing Satellites : SKO 2.0
Common Currency
SKO-
EPG
SKO-
Digital
SKO-
???
SKO-
???
SKO-
???
SKO-
VOD
SKO-
Streaming
SKO-
Bars
Time
shifted
Guests
Viewing
MMS Seminar 2008
SKO Projects
• TSV in Common Currency
•SKO Streaming
• Test with Portable Meter
•SKO Piot Digital
•SKO STB-information
SKO Streaming
Measuring online TV-content viewing
MMS Seminar 2008
• Comprehensively
• Transparently
• Independently
Reporting new online TV audiences
MMS Seminar 2008
Single, authoritative source
• Comparable and useful results
• Approved TV audience measurement standards applied to stream measurement
• No currency- We start by combining number of streams requests with regular television ratings in the same report
MMS Seminar 2008
Financial model
• SKO has a contract for all channels with Nedstat
• Including non-clients!
• No extra costs for broadcasters
• Audit by Nedstat for correct implementation
MMS Seminar 2008
Panel vs. Server-based pixel measurement
• Using the current SKO TV panel is too intrusive
• TV panel (2.900 members) might be too small to provide a sufficient number of individual stream requests
• STIR, has an online panel (8.000 members)
• Discussion STIR on how to move on towards the future
MMS Seminar 2008
Which streams to measure?
Online streams:
1. Live and parallel to TV broadcasts
2. Live and online-only
3. Programmes previously broadcast on TV
4. Micro chunks of programmes previously broadcast on TV
5. Extra programme-related material, online-only
6. Themathic channels that also broadcast on TV
MMS Seminar 2008
Live stream paralel to tv broadcast
MMS Seminar 2008
Which streams to measure?
Online streams:
1. Live and parallel to TV broadcasts
2. Live and online-only
3. Programmes previously broadcast on TV
4. Micro chunks of programmes previously broadcast on TV
5. Extra programme-related material, online-only
6. Themathic channels that also broadcast on TV
MMS Seminar 2008
Previously broadcasted on television
MMS Seminar 2008
Which streams to measure?
Online streams:
1. Live and parallel to TV broadcasts
2. Live and online-only
3. Programmes previously broadcast on TV
4. Micro chunks of programmes previously broadcast on TV
5. Extra programme-related material, online-only
6. Themathic channels that also broadcast on TV
MMS Seminar 2008
Micro chunks
MMS Seminar 2008
Which streams to measure?
Online streams:
1. Live and parallel to TV broadcasts
2. Live and online-only
3. Programmes previously broadcast on TV
4. Micro chunks of programmes previously broadcast on TV
5. Extra programme-related material, online-only
6. Themathic channels that also broadcast on TV
MMS Seminar 2008
Online only
MMS Seminar 2008
Which streams to measure?
Online streams:
1. Live and parallel to TV broadcasts
2. Live and online-only
3. Programmes previously broadcast on TV
4. Micro chunks of programmes previously broadcast on TV
5. Extra programme-related material, online-only
6. Themathic channels that also broadcast on TV
MMS Seminar 2008
Extra material, online only
MMS Seminar 2008
Which streams to measure?
Online streams:
1. Live and parallel to TV broadcasts
2. Live and online-only
3. Programmes previously broadcast on TV
4. Micro chunks of programmes previously broadcast on TV
5. Extra programme-related material, online-only
6. Themathic channels that also broadcast on TV
MMS Seminar 2008
Thematic channels
Politiek 24 uur
MMS Seminar 2008
Project set-up
Number ofrequests per stream
Matching stream and broadcast info
File including tv ratings
Programme report: tv ratings +number of requested streams
Report onwww.kijkonderzoek.nl
MMS Seminar 2008
Stream Sense TM : online video analytics
MMS Seminar 2008
Stream Sense TM : Online video analytics
•Measures third party streams
•Easy reporting
•Easy implementation
•Live statistics
•Accurate measurements
•Independent party
•Knows exactly what clip part is seen
•Click behavior before, during and after programmes
•Click behavior during advertising messages
• Browser based measurement
MMS Seminar 2008
Logical issue: match TV stream – TV programme
Matching identifiers
· Programme title
· Programme identifier
· Date of broadcast
· Channel code
· Type of broadcast
· Start time of the programme
MMS Seminar 2008
Matching application user interface
MMS Seminar 2008
First results
MMS Seminar 2008
Daily SKO Streaming report
Top 10 Stream starts TV-programmes, all day(02-26 hours). Tuesday 9 Sept 2008
SKO Streams measures total number of stream starts up to 6 days after broadcast.
Broadcasating information
SKO Streams* Common Currency
Kijkonderzoek
Pos Date Time Title Channel
nStreams Ratings% 6+
Viewers 6+
1 9/9/2008 2000 GOEDE TI JDEN SLECHTE TI JDEN RTL4 99.159 6.9 1.026.000
2 9/9/2008 1900 ONM Ned3 25.407 1.6 244.000
3 9/9/2008 1930 CAN'T BUY ME LOVE RTL5 22.576 1.5 227.000
4 9/9/2008 1812 SPANGAS Ned3 16.458 1.7 262.000
5 9/9/2008 2130 HERRIE AAN DE HORIZON RTL4 13.413 6.2 924.000
6 9/9/2008 2031 UITSTEL VAN EXECUTIE RTL4 9.970 6.7 1.008.000
7 9/9/2008 2030 PUBERRUIL XL Ned3 9.662 1.8 265.000
8 9/9/2008 2255 ZAL J E MAAR GEBEUREN Ned2 9.438 1.7 254.000
9 9/9/2008 2306 PAUW & WITTEMAN Ned1 9.362 4.8 718.000
10 9/9/2008 2219 NOVA/DEN HAAG VANDAAG Ned2
7.988
4.1 617.000
Source: SKO KijkOnderzoek Source: SKO Streaming
Source: SKO KijkOnderzoek
MMS Seminar 2008
Monthly SKO Streaming report
Top 10 Stream starts TV-programmes, all day(02-26 hours). September 2008
SKO Streams measures total number of stream starts up to 6 days after broadcast. On- demand streams. Micro-chunks excluded.
Broadcasating information
SKO Streams* Common Currency
Kijkonderzoek
Pos Date Day Title Channel
nStreams Ratings% 6+
Viewers 6+
1 9-9-2008 Tue GOEDE TI JDEN SLECHTE TI JDEN RTL4 99.159 6,9 1.026.000
2 19-9-2008 Fri LAMA'S Ned3 83.758 7,4 1.114.000
3 25-9-2008 Thur SO YOU THINK YOU CAN DANCE RTL5 55.773 3,2 481.000
4 20-9-2008 Sat MOOI WEER DE LEEUW Ned1 50.810 12,1 1.815.000
5 7-9-2008 Sun TRY BEFORE YOU DIE Ned3 41.160 3,1 466.000
6 12-9-2008 Fri CAN'T BUY ME LOVE RTL5 40.136 1,7 260.000
7 6-9-2008 Sat FREE KEMPI Ned3 38.620 1,0 157.000
8 22-9-2008 Mon FLIKKEN MAASTRICHT Ned1 38.079 7,4 1.111.000
9 21-9-2008 Sun OP ZOEK NAAR JOSEPH Ned1 36.701 8,9 1.340.000
10 1-9-2008 Mon ONM Ned3
36.204
2,1 320.000
Source: SKO KijkOnderzoek Source: SKO Streaming
Source: SKO KijkOnderzoek
MMS Seminar 2008
Monthly SKO TSV report
Top 10 TSV-programmes 6+, all day (02-26 hours). September 2008
Broadcasating information
Time Shifted Vieweing
Kijkonderzoek
Pos Date Day Title Channel Ratings% 6+ Viewers 6+ TS Share %
1 9-9-2008 Tue GOEDE TI JDEN SLECHTE TI J DEN RTL4 1,0 155.000 15.1
2 14-9-2008 Sun EXPEDITIE ROBINSON RTL5 0,8 118.000 16.8
3 22-9-2008 Mon FLI KKEN MAASTRI CHT Ned1 0,5 81.000 7.3
4 10-9-2008 Wed SILENT WITNESS Ned1 0,5 80.000 10.2
5 8-9-2008 Mon BOLD AND THE BEAUTIFUL SBS 6 0,5 75.000 25.4
6 7-9-2008 Sun GOOISCHE VROUWEN RTL4 0,5 75.000 5.6
7 19-9-2008 Fri LAMA'S Ned3 0,5 74.000 6.6
8 27-9-2008 Sat ER Ned1 0,5 68.000 16.1
9 28-9-2008 Sun GHOST WHISPERER NET 5 0,4 67.000 11.9
10 12-9-2008 Fri MOOI WEER DE LEEUW THE WARMING UP Ned3
0,4 65.000 6.6 Source: SKO KijkOnderzoek
MMS Seminar 2008
Soap ‘GTST’ Sept. 2008
0
200000
400000
600000
800000
1000000
1200000
1400000
1-9
2-9
3-9
4-9
5-9
8-9
9-9
11
-9
12
-9
15
-9
16
-9
17
-9
18
-9
19
-9
22
-9
23
-9
24
-9
25
-9
26
-9
29
-9
30
-9
0
200000
400000
600000
800000
1000000
1200000
1400000
TSV Viewers Viewers Streams
MMS Seminar 2008
Summarize!
SKO StreamsBron: Stichting KijkOnderzoek
Analyse: StreamsPeriod: 01-09-087 - 30-09-08
Resultaattypen: Aantal opgevraagde streams tot en met 6 dagen na de uitzenddag (nStreams)Zender: NL 1, NL2, NL3, RTL4, RTL5, RTL7 en RTL8Datum: 16/10/2008
Zenders nStreamsNed1 1541583Ned2 632440Ned3 2646207RTL4 2041472RTL5 1284077RTL7 92678RTL8 34213Totaal 8272670
MMS Seminar 2008
What is in it for me?
• Channels• Agencies and • ‘the market’ / SKO
MMS Seminar 2008
What is in it for me?
Channels:• First real insights that go beyond two separate
departments• Focus on the TV content, not the distribution• New performance insights• Learn from the parallel with TSV
• Keep track with developments! – By monitoring we learn
MMS Seminar 2008
What is in it for me?
Agencies:- Insight in additional views for ‘in script’- Insights in what programs are popular (request for
online campaigns)- Insight in channel/program strength, next to TV
MMS Seminar 2008
Summarize!
SKO StreamsBron: Stichting KijkOnderzoek
Analyse: StreamsPeriod: 01-09-087 - 30-09-08
Resultaattypen: Aantal opgevraagde streams tot en met 6 dagen na de uitzenddag (nStreams)Zender: NL 1, NL2, NL3, RTL4, RTL5, RTL7 en RTL8Datum: 16/10/2008
Zenders nStreamsNed1 1541583Ned2 632440Ned3 2646207RTL4 2041472RTL5 1284077RTL7 92678RTL8 34213Totaal 8272670
MMS Seminar 2008
What is in it for me?
The Market / SKO:
• Keep track with developments! – By monitoring we learn and get thru insight in what
is happening. Instead of only reading ‘millions and millions of views’ in the magazines.
– When the developments show a strong growth. The demand for single source measurement will grow too.
WE NEED TO!
MMS Seminar 2008
Next steps
• More SPOT-member channels
• Micro chunks included in daily reports
• Live streams
• Measurement of stream viewing duration
MMS Seminar 2008
Measurement of viewing duration
• We already have rules on time shifted ATV!
• What are we measuring?
– Sessions
– Unique player sessions
– Buffering
– Chunks and Stream duration
– Live Streams
MMS Seminar 2008
Measurement of viewing duration
What are we measuring?
– We agree on a live test with Nedstat (November)
– Proving to the market that what we think is reported
in the new options, is really reported
(No Risk Policy!)
MMS Seminar 2008
• Panel measurement– Tests with Intomart GfK within our TAM (2009)– Test within the STIR panel (In discussion)
• Measurement of streaming spots (test 2009)– Numbers and– Harmonization!
Other issues
MMS Seminar 2008
Lessons for broadcasters
• Establishing cooperation between TV and online departments within broadcasters takes some time
• Setting up labelling of streams is a complex process
– especially when other labelling procedures have been
up and running for some time!
MMS Seminar 2008
Lessons for other JIC’s
• Discuss beforehand new industry standards for measuring and reporting
• Explain in detail to end users what is being reported
• Hold to simple but strong results
– The quality of measurement of streams is now already higher than most other traditional media use research
On the way to total TV Audience Measurement by chasing satellites,
not rabbits!