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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.
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.
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.
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.
SkyView: Deeper insights from a set top box panel
Julian Dobinson, ESOMAR, Conference on Panel Research, Budapest, April 2005
Two major issues facing television audience research are the requirement to measure fragmented audiences accurately and the demand for measures of return on investment.
Two major issues facing television audience research are the requirement to measure fragmented audiences accurately and the demand for measures of return on investment. This paper outlines a new development using set top box data. With the help of TNS, Sky is setting up a 20,000 home panel operation, SkyView. This panel brings several sources together to provide viewing, subscriber, purchasing, and demographic data. This will bring benefits to Sky and also to advertising agencies and clients. This paper considers the requirement for such a panel, the technical issues, and potential benefits.
Driving automotive sales: Audience Medium Valuation (AMV). Integrating attitudinal and behavioral brand data to provide leading-indicator media ROI assessments
Charlene Weisler and Robert Passikoff, ESOMAR, Annual Congress, Lisbon, Sept 2004
This paper describes an innovative audience assessment approach that integrates attitudinal and behavioral data as developed by Brand Keys, Inc.
This paper describes an innovative audience assessment approach that integrates attitudinal and behavioral data as developed by Brand Keys, Inc. and Rainbow Media. The AMV Model provides a new, highly effective metric with which media planners, brand managers, and marketers can quantify the degree to which the media environment itself can positively (or negatively) impact audiences’ behaviors toward the brands. It has international applications. By providing consumer-driven measures that identify which/how (in this case, cable) network(s) best reinforce brand values for advertised products and services, this assessment provides a leading-indicator alternative to traditional audience measures, and insights beyond traditional demographics. This study examined 14 automotive brands advertised on 2 cable networks. The Audience Medium Valuation metrics correlate highly to positive consumer behavior and can be used to optimize media plans, boost advertising efficiencies, and increase sales and profitability.
Better television audience measurement through the research integration of set-top box data. Phase Two
Bill Harvey, ESOMAR, Television Audience Conference, Geneva, June 2004
This paper is primarily the report of two different major applications of set-top box data. One application involves the full-time measurement of all 300+ channels over a 12-week period in 8,700 set-top boxes in 6,292 homes in one U.S.
This paper is primarily the report of two different major applications of set-top box data. One application involves the full-time measurement of all 300+ channels over a 12-week period in 8,700 set-top boxes in 6,292 homes in one U.S. market. The other application involves the measurement of selected commercials and programs on 28 broadcast and cable networks in over five million set-top boxes in an average of 3,909,965 million homes connected to a backpath over a three year period across the entire U.S. In both cases, set-top box based audience measurement was a side effect of the studying of the phenomenon of interactive television, in one case focusing on its targetability aspect and in the other case focusing on its interactive aspect. This provides insight both into the main subject of this paper, set-top box based television audience measurement, and the secondary subjects of this paper, the performance characteristics of interactive and addressable television.
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