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Cable and Other Pay-Television Services (Global Industry Overview)
Gale Global Industry Overviews, 2011
This paper provides an overview of the global cable and other pay-television services industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.
This paper provides an overview of the global cable and other pay-television services industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries. It contains a list of further information sources and reading.
Direct Broadcast Satellite Television (Emerging Industry Overview)
Gale Emerging Industry Overviews, 2011
This paper provides an overview of the direct broadcast satellite television industry, primarily in the United States.
This paper provides an overview of the direct broadcast satellite television industry, primarily in the United States. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies. It concludes with a brief section about the industry in other countries ('America and the world') as well as a list of further information sources and reading.
Horses for Courses - RPD or Peoplemeter? Five years on from Montreal WAM
Richard Marks and George Shababb, ESOMAR, WM3, Berlin, October 2010
This presentation revisits predictions made in one of the very first papers about Return Path Data delivered in 2005 at WAM Montreal.
This presentation revisits predictions made in one of the very first papers about Return Path Data delivered in 2005 at WAM Montreal. Incorporating findings from a qualitative survey of clients conducted exclusively for this paper, the presenters examine how the new technique has evolved in terms of business need and research techniques. The unique aspects of both PeopleMeter and RPD data are contrasted to underline the complementary nature of both approaches.
Tapping the wire - Audience response research in a non-linear age
Jennie Beck, ESOMAR, Worldwide Media Measurement, Stockholm, May 2009
The Wire was a five-season U.S. police series that was a commercial broadcast failure and failed to win a major award.
The Wire was a five-season U.S. police series that was a commercial broadcast failure and failed to win a major award. It has nevertheless been described by many as the greatest TV show of all time. It became a massive TV hit despite very low ratings, due to more people viewing it on DVD than on its original broadcast outings. This paper asks how success can be harvested from a show that doesn’t obey the broadcasting rules, and how to measure how well it's going down when normal audience metrics are insufficient. Taking The Wire as an example of a "new world order", the paper shows how audience response research is dealing with these new challenges and getting ready for a very different TV world.
PVR’s: Why Ads Work on Fast Forward and the Implications for Accessing TV Campaigns
Dr Alastair Goode and Julian Dobinson, Market Research Society, Annual Conference, 2006
This paper will outline a research project commissioned by Sky media to investigate what happened when viewers watch ads at x30 fast forward (as if they were fast forwarding through an ad break on a PVR).
This paper will outline a research project commissioned by Sky media to investigate what happened when viewers watch ads at x30 fast forward (as if they were fast forwarding through an ad break on a PVR). The finding was that even ads shown at this speed can have a positive affect on the viewer. This finding demonstrates how better understanding of cognitive psychology, in this case of implicit memory, can be used to solve the new problems. It also highlights why it is not always prudent to take consumers conscious reportage at face value. Part 2 describes Sky’s approach to researching the impact of advertising by setting up the SkyView television viewing panel. This not only measures what people view but also in a single source captures what they purchase. This provides a wealth of information, based on actual consumer behaviour, on which to base marketing decisions.
A turnaround triumph: business transformation in the Pay TV industry
Rob Highett-Smith, Nikki King and Kylie Miller, ESOMAR, Consumer Insights, Barcelona, November 2005
This paper demonstrates how a well conceived and executed, practical research programme can help achieve a significant turnaround in business performance.
This paper demonstrates how a well conceived and executed, practical research programme can help achieve a significant turnaround in business performance. The research programme ultimately informed decisions across all major facets of the business, including reductions in subscriber churn, increased understanding of subscriber motivations, identification of acquisition barriers and drivers, and new product development. The way in which results and insights can be successfully implemented within the business is also explored, in particular the need to gain senior management confidence and to examine research findings in conjunction with internal transactional data.
Increasing viewer control - advancements in BARB measurement
Bjarne Thelin and Tony Wearn, ESOMAR, TV Conference, Montreal, June 2005
The paper describes the challenges facing television audience measurement in the United Kingdom in monitoring devices such as PVRs.
The paper describes the challenges facing television audience measurement in the United Kingdom in monitoring devices such as PVRs. BARB is incorporating the full measurement of the Sky+ PVR later in 2005. Viewing through the Sky+ box will be integrated into BARB’s measurement and made available to the industry as part of daily overnight and consolidated ratings. This will be a major advancement in ensuring that BARB’s measurement service remains abreast of new developments in television delivery mechanisms. The paper will suggest implications for ratings definitions and measurement conventions and deliver some general insight regarding the challenges facing measurement of television in the coming years.
TV subscribers show some attitude - lifestyles and viewing behaviour among audiences of subscription channels in Mexico
José D. Mora and Héctor Matus Castellanos, ESOMAR, Cross Media/Television Conference, Montreal, June 2005
The attitudinal classification studied in this research shows a strong predictive validity in the segmented world of subscription channels.
The attitudinal classification studied in this research shows a strong predictive validity in the segmented world of subscription channels. This predictive validity was assessed within the nationwide electronic audience panel in Mexico, which makes a case for the practical use of attitudinal ratings in advertising, media planning, and content management. Findings are discussed in the context of important contributions from the academic fields of psychology and mass communication.
From set top meters to set top boxes - audience measurement for the digital world
George Shababb and Anthony Taylor, ESOMAR, TV Conference, Montreal, June 2005
The migration from analogue to digital television is compromising traditional, sample centric audience measurement techniques – diaries and Peoplemeters.
The migration from analogue to digital television is compromising traditional, sample centric audience measurement techniques – diaries and Peoplemeters. To address this, TNS has invested in a comprehensive programme encompassing research, new metering technology and systems development. A “census-based” approach, where large volumes of tuning information are extracted from digital STBs using the “return path” from home, offers new measurement opportunities. This information, referred to as “clickstream data”, presents three challenges. First, the tuning information relates to the STB (not the TV) and after watching, viewers will often turn the TV off but leave the STB on. Second, clickstream data, even when converted to TV tuning or HUT, tells us nothing about the audience. Thirdly, in principle data from hundreds of thousands or millions of homes can be accessed. Analytical tools are needed to handle these data volumes. This paper addresses how these challenges are resolved and describes work being carried out in both areas to validate results. It also describes a new metering approach which provides the necessary inputs to transform and calibrate the raw clickstream date into accurate TV tuning and person’s viewing data.
Media Outlook 2005
ANA Magazine, April 2005, pp. 44-64
Commentators review the current status of various media in the United States. 1) Consumer magazines: succeeding by engaging with the ‘I-culture’ and getting closer to the individual desires of their readers.
Commentators review the current status of various media in the United States. 1) Consumer magazines: succeeding by engaging with the ‘I-culture’ and getting closer to the individual desires of their readers. 2) Network television: continues to innovate and succeeds through its unique reach and targeting capability. 3) Newspapers: although readership has declined, newspapers have returned to positive revenue in 2003–4, and are continuing to innovate to meet changing consumption patterns, the internet, growth of Hispanic readerships etc.; expect more sophisticated consumer targeting. 4) Yellow Pages: they face increased competition from new directories and online, and in response are instituting syndicated audience research for the first time. 5) Radio: establishment of the Radio Ad Effectiveness Lab (RAEL), which has produced studies of how people use radio, synergy of radio with other media, and is about to test radio’s sales effectiveness; introduction of HD radio, which can combine benefits of digital and analogue reception; radio audiences show no sign of erosion. 6) Cable TV: there will soon be instant real-time schedule accountability; much closer targeting and retail marketing at neighbourhood level. 7) Outdoor: steady revenue growth; consolidation in the industry has simplified buying processes, improved media planning, led to greater accountability (especially new audience measurement using passive data collection methods); technological innovation in digital signage and narrowcasting. 8) Syndicated TV: dominates through branded and quality programming, advancing in interactive viewing. 9) Internet: benefiting from increased empowerment of the consumer.
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