The research objective of this paper is to examine viewing behavior and trends arising from diverse U.S. broadband television audiences and their adoption and use of programming and technologies that provide greater control, convenience, and empowerment in television viewing. It focuses on broadband television audiences and presents measurement evidence of heightened or 'super' activism in both existing and emerging broadband television technologies and programming modalities. The paper further suggests that culturally-based need factors drive 'super' viewing activism among diverse U.S. audiences, and that this activism often results in trends that impact and influence the mainstream. Therefore, diverse U.S. broadband television audiences can now be seen as providing critical measurement intelligence into future viewing behavior, patterns and technologies associated with greater audience control and convenience and the emerging audience of the postmodern era.
At the ARF/ESOMAR WAM Conference 2002, Initiative Media and MIT introduced the expression as a conceptual model of understanding the complex relationship between advertising message delivery, media channels, and audience engagement. In a dynamic landscape in which consumers are acquiring greater choice and control over their media environment, the expression was developed as a means of factoring the myriad ways that audiences consume and relate to media, and how such insights can be translated into more effective media measurement techniques. This paper summarizes the results of a second phase of research in which the authors begin to move from a purely conceptual framework to a more pragmatic system of media evaluation. Through quantitative and qualitative research, the study focused on exploring viewers' potential uses and gratifications of media texts, the context of viewing experiences, the appeal and usage of ancillary media properties (e.g. websites, cell phone voting, merchandising), and the relationship between program enjoyment and advertising recall.
There is great interest in the development of television technologies such as PVRs, VOD and Interactive TV. Forecasting the consumer response to these new technologies should take the recent history of technology forecasting into account in order to improve such forecasts.Clearly, there is a need to improve technology predictions, since practically all prognoses about the future of TV and new TV technologies made during the 1990s were wrong. This paper takes the point of view that these inaccurate predictions did not occur by chance, but that the forecasters made identifiable mistakes from which we can learn to make more accurate forecasts going forward.
By analyzing data from the Nielsen National People Meter Sample, this paper dimensions the penetration of PVRs in television households in the United States. Also, Nielsen has established an offline test panel of people meter homes equipped with TiVo PVR devices. This test panel allows NMR to analyze the viewing patterns before and after the introduction of a PVR device into the household. The results are based on the initial data analyzed from this offline test panel.
For many years both broadcasters and agencies have conducted research to discover whether there is a relationship between positive TV programme involvement and commercial recall. In the main, they have agreed that such a relationship exists. This paper shows how a surrogate was created for programme involvement and how quality dimensions have been applied to every target audience and each programme. The technique is applicable to all countries with minute by minute, metered audience measurement.
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.
The Gray/Ephron model, using the demographic composition of tuned households from the Boston set meter panel and VPVH relationships from the national Nielsen Peoplemeter Panel, produced demographic ratings far closer to Boston Peoplemeter Ratings than did the diary. These results suggest modeling viewers from set meter data can potentially eliminate the use of the diary as a TV measurement instrument in meter/diary markets. Because set meters are passive, it opens the door to national single-source TV panels.
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.Proposed 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. This 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.
There is much current discussion of iTV finally reaching a critical mass. However, these discussions tend to lack context - how rapidly are interactive TV (iTV) applications being rolled out?How are nascent iTV applications capturing the attention of consumers and meeting their needs? This paper - based on a series of large-sample ownership surveys and smaller-sample recontact studies - will help fill that void through detailed information on the availability, use of, and interest in, iTV applications in U.S. households. Knowledge Networks/SRI collected this information in telephone interviews, enumerating iTV capability in national surveys, questioning iTV households about their iTV activity, and measuring the interest of non-iTV homes in iTV features.
This paper discusses a method to incorporate out-of-home viewing in the TAM ratings. In some cases the audience profile of channels and their programmes could be dramatically different if this viewing behaviour would be integrated in the ratings.
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 panels are managed today, and in the future.
DIRECTV Latin America has worked with NDS to implement a Smart Card / Set Top Box based Audience Measurement System (AMS). The system can provide most of the advantages of a standard set meter while allowing simple, cost-effective deployment to almost any household. This paper will explain how the system was implemented, its uses, the analysis that it has generated, and a brief discussion of DIRECTV LA's future plans for audience measurement.