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Learnings From One of the World's Largest Peoplemeter Panels
LV Krishnan, Giovanni Fabris and Sharan Sharma, ARF Experiential Learning, Audience Measurement 8.0, 2013
This paper summarises some of the key experiences to have come out of India as it marks its 15th anniversary of the introduction of TV peoplemeters.
This paper summarises some of the key experiences to have come out of India as it marks its 15th anniversary of the introduction of TV peoplemeters. These experiences cover methodology (for example, the adoption of algorithmic methods of sampling); the implementation of parallel-panel tracks as benchmarks for the television audience measurement (TAM) panel; data security and reporting issues; government dialogue; and experimentation with different operational models.
Introducing the Ad ECG: How the Set-Top Box Tracks the Lifeline of Television
Robert J. Kent and David A. Schweidel, Journal of Advertising Research, Vol. 51, No. 4, 2011, pp. 586-593
Great sums of marketing dollars are spent on television advertising time in the absence of precise audience-size information for individual advertising units.
Great sums of marketing dollars are spent on television advertising time in the absence of precise audience-size information for individual advertising units. This paper uses granular data from a large system of set-top boxes to observe how television audiences decline and rebuild during expensive commercial time. The data reveal greater set delivery declines from programs to commercial units than has often been anticipated. Moreover, variation in set delivery was seen within particular shows. The results suggest that advertisers should use detailed commercial audience information to choose shows and negotiate media prices.
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.
Reincarnating TAM panelists to understand channel surfing
L.V. Krishnan, Trevor Sharot, Sharan Sharma and Akash Chawla, ESOMAR, TV Conference, Montreal, June 2005
This paper records a continuation in a series of studies launched to appreciate TAM ratings in a holistic manner.
This paper records a continuation in a series of studies launched to appreciate TAM ratings in a holistic manner. Pure quantitative or qualitative studies often stop short of giving the user a complete understanding of viewing behavior, especially when it comes to complex behavior such as channel surfing. This paper uses a unique approach to tackle this problem. It does this by requesting ex-panelists to be part of an observation and depth-interview study. The panelists, of course, were at some time yielding minute-minute TAM data, so information gained at this stage yields rich explanatory insights to the behavior when they were on the panel. In effect, we generated a quasi-single source of information that can potentially change the way audiences are defined and targeted.
Evaluating return on investment of multimedia advertising with a single-source panel: a retail case study
Joan FitzGerald, Journal of Advertising Research, Vol. 44, No. 3, September 2004, pp. 262-270
Retail marketers' understanding of radio and television advertising campaigns' impact on retail store visits would be a major breakthrough in evaluating return on media investment.
Retail marketers' understanding of radio and television advertising campaigns' impact on retail store visits would be a major breakthrough in evaluating return on media investment. This article presents results from pilot research using Arbitron's Portable People Meter (PPM[sup SM], a mark of Arbitron Inc.)--a unique audience measurement system that enables radio, broadcast television and cable television usage, and retail store visits to be captured from a single-source national panel of consumers. The pilot research indicates that retail store visits correlated with media advertising exposure, illustrating the promise of a single-source research panel to measure ROI in terms of store visit behavior, an important driver of retailer financial results.
Real cross media intelligence for real cross media planning
Beth Uyenco and Roberta M. McConochie, ESOMAR, Media Mix Audience Measurement, LA, June 2003
Arbitron’s Portable People Meter (PPM) results provide “real” cross-media duplication between radio and television.
Arbitron’s Portable People Meter (PPM) results provide “real” cross-media duplication between radio and television. PPM differs from present currency-based estimation of random duplication between independent sources for local-market radio and television. This investigation, employing a variety of schedule variations for a variety of demographics, finds that random estimation generally overstates PPM’s unified radio and television capture. Results show variations by target demo as well as by the scope of the plan itself. As PPM measurement is deployed beyond Philadelphia, its passive capture of cross-media flow promises a better basis for estimating the value of media-mix schedules.
An update on international PPM activities: Belgium, Quebec and Beyond
Pasquale Pellegrini, Dan Ames and Dominique Vercraeye, ESOMAR, TV Audience Measurement, LA, June 2003
This paper describes the current status of international PPM research activities. During the past year, research organizations have begun to evaluate and operate the PPM technology in their own countries.
This paper describes the current status of international PPM research activities. During the past year, research organizations have begun to evaluate and operate the PPM technology in their own countries. The details of the recent compliance test in Belgium are presented here. The authors will present the status of the BBM’s TV measurement panel in Quebec Canada and an overview of research activities in several other countries, including the United Kingdom.
Installing peoplemeter TAM panels in 2000
Antonella Sellick-Petra, ESOMAR, TV Audience Measurement, LA, June 2003
During 2000 - 2002, AGB Group faced one of the greatest challenges of any TAM supplier – the implementation of 10,000 new peoplemeter panel homes in two technologically advanced television environments.
During 2000 - 2002, AGB Group faced one of the greatest challenges of any TAM supplier – the implementation of 10,000 new peoplemeter panel homes in two technologically advanced television environments. These 10,000 households provided a glimpse of the future that pose a number of challenges to anyone involved in peoplemeter TAM, both suppliers and clients. A plethora of new and constantly evolving technologies, an increasing reluctance of people to take part in research surveys and the ease with which TV peripherals can be added to (and taken away from) the home have an enormous impact on how we manage panels today, and in the future.
Localizing TAM to meet industry's needs utilizing mixed methology in the Chinese TV market
Makiko Taniguchi, Matt Brosenne and Paul Wang, ESOMAR, TV Audience Measurement, LA, June 2003
This paper attempts to discuss how we can best describe the Chinese TV audience and meet industry’s needs by utilizing mixed methodology – such as the use of PeopleMeter technology and diary method.
This paper attempts to discuss how we can best describe the Chinese TV audience and meet industry’s needs by utilizing mixed methodology – such as the use of PeopleMeter technology and diary method. What we propose here is a way of “localizing” the global concept of TAM to meet the very complex condition of China’s TV market. Of course no changes were made to TAM methodology and processes, but a need to create a system, corresponding to the local situation so as to more accurately reflect the viewing situation in China. Our approach emphasises local elements as crucial factors to be taken into account in producing TAM, as what we are dealing with is the audience, and this in particular residing in the unique and challenging Chinese environment
Panel turnover and fatigue
Pasquale A, Pellegrini and Ken Purdye, ESOMAR, TV Audience Measurement, LA, June 2003
This paper describes a cross-sectional analysis of three people meter panels in Canada, one of which has been operating since 1997.
This paper describes a cross-sectional analysis of three people meter panels in Canada, one of which has been operating since 1997. With no formal ‘forced turnover’ policy, BBM Canada is ideally suited to examining ‘time in panel’ or ‘panel fatigue’ effects on a panel containing households of both long and short tenure. The cross sectional analysis reveals no significant panel fatigue for adults, after controlling for other panel balance and control variables. Results for children, where fatigue is thought to be a bigger problem, are stronger but still not significant. Overall, interesting variations and consistencies across disaggregate models are produced including the positive relationship of the contact person, and the significant role of current panel control variables.
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