Social media are hot - Facebook, Twitter or YouTube- everyone can share viewer experiences. Rather than focus on the influence that 'new' social media have on television viewers, this paper stresses the importance of 'old' social viewing: watching television together within a household as well as outside the home (work place, pub, school). Although television is often experienced in the physical company of others, surprisingly little attention has been paid to the social impact by researchers. The 2010 FIFA World Cup illustrates the importance of television as a social medium.
To researchers, measuring traditional TV viewing through a TV set is less sexy than finding new ways of measuring on-demand TV-viewing ('anytime, anywhere'), made possible by growing PVR ownership and on demand services. It is striking, as time shifted viewing accounts for an estimated for less than 10% of average TV viewing time. TAM researchers must start capturing new ways of TV viewing: Time Shifted TV and WEB-TV. This presentation describes measurement and trend results from the Dutch TV market regarding time shifted viewing via the TV set and through the Internet.
With a fast growing digital television reception, the Netherlands faces an increase in the supply of digital channels to be included in the audience measurement. The total penetration of digital reception increased from 17.2% in the second half of 2005 to 42.8% in the second half 2008. Faced with these rapid changes, SKO, the JIC in charge of the television audience measurement in the Netherlands, decided to start measuring 43 digital, thematic channels in a pilot project since August 2008.The pilot has been held within the Dutch TAM and has help us clarifying whether all the channels are measurable in a technical sense, by using audio channel identification techniques (EAM). The main question that rose from our results is: when is a channel reliably measured? This is a central question, not only for television audiences but also for all scattered markets in the digital era. Our paper briefly reviews the techniques can be used for the measurement of digital television and focus on a major challenge, how to be able to reliably report on this large (and still growing) number of channels. In this context, traditional approaches for reporting audiences can be proven insufficient or economically not viable (as would be to have larger panel sizes). In order to deal with issues related to limited audiences, SKO shifts to reports based on reliable audience reach, rather than focussing on reporting ratings. The new reliability measure uses non standard methods to construct confidence intervals for proportions. We will be presenting our first results in our paper and at the WM3 conference.
Online TV viewing has proven most dynamic last year. The Netherlands has the second largest broadband penetration in the world and is a forerunner in streaming of TV programmes. The association of public broadcasters NPO includes video on demand services since 2002. In October 2007 more than 10 million streams of TV programmes were requested. RLT broadcasting group, MTV and other broadcasters also offer similar streaming services. Today broadcasters produce their own reports on programmes streaming performance, but the TV industry expressed to SKO the need of a comprehensive, transparent and independent report that estimates new online audiences. The first TV audience reports containing TV streams will be issued from April 2008. This will be the first time to report online TV viewing as extension to traditional viewing. Our presentation reviews the new streaming report which enables programme performance evaluation, by combining actual TV ratings with the number of requested streams for a given broadcast. In our paper we show reported streaming TV content which not only includes regular programmes, but also additional content that is only shown online. We will present our first results and we will further outline the opportunities to integrate on-line viewing with TV audiences in the future.
This paper describes the development of a new research method that defines the qualitative processing of radio ads in quantitative terms. The authors conducted the research to learn more about how ads are processed by the audience, in addition to the knowledge on general campaign effectiveness of radio already available. By looking into the qualitative dimensions of radio advertisements, it is now possible to advise advertisers on the specific communication for their brand, and at the same time obtain more general learnings on the processing and effectiveness of radio advertisements.
This paper describes the development of a new multiple week reach model for Dutch radio data. The new reach formula has been developed to solve the inconsistency between available radio data that describe average week results and radio campaigns consisting of three to eight weeks of advertising. The result of the conducted research is a formula that enables an accurate evaluation of the reach and frequency of multiple week radio campaigns based on multiple observations in radio research. Most of todayâs radio research can deliver only limited data on the listening behaviour of radio audiences. Because of the constraints of methods, data covering more than one week of the radio life of respondents are rare. But radio-advertising campaigns tend to stretch out between three to eight weeks. To solve this inconsistency a new multiple week reach model for the Dutch market has been developed. This paper describes the process and results of developing this new reach calculation. An actual live case from a user perspective is included in this paper.