EFFECTIVE WAY OF PROVIDING COMPLEMENTARY OUT OF HOME VIEWING RATINGS

 

Viewing - In Home and Out of Home
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AGB Nielsen Media Research Average Daily Viewing: 3 - 4 hrs.
 

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Individual Out of Home Viewing:
Guest Viewing (Strongly related to programming).
Second Home (Measurable, Low Return).
Public Sites (Exposure not Viewing).
 

 

  

In Home Viewing
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Majority of quality viewing takes place in home - (approx. 95% viewing)
Accurate Oportunity To See (OTS) measurement requires for TV ratings market currency. Measure viewing not exposure.
 

 

  

Official Currency: TAM Standard Today
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High accuracy and reliability.
Consistent definition of viewing. OTS. TV both audio and visual medium.
Seamless platform identification, without reliance on broadcaster cooperation.
Live, Time Shifted, On Demand content measurement.
Measurement of TV peripherals (games, cameras, etc).
Teletext and interactivity measurement.
 

 

  

Out of Home is Real - (approx. 5% of all possible viewing)
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Bars, pubs, department stores, airports etc.
Exposure not quality viewing.
Broadcasters want fair representation of audience size and fair price for inventory.
 

 

  

Portable Passive Device - Audiometers
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Less precise measurement than current peoplemeter systems.
Measuring listeners not viewers - Exposure.
Forcing radio definition onto TV.
Audio proximity of TV set, not same as watching TV.
Opportunity to See (OTS) minimum for TV research measurement. Audiometers measure Opportunity to Hear (OTH).
Portable audiometers use more inclusive definition of viewing. Less precise than OTS as it counts as ‘viewers’ even more people who might not have seen commercial.
 

 

  

Out of Home Part of Fully Integrated TAM System
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Out of home exposure ratings to complement in home market currency TV ratings.
 

 

  

A Cost Effective Approach

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Adding supplementary mobile panel to established peoplemeter panel.
Does not compromise the international OTS in home definition of viewing.
Also maintains the current data depth and quality of in home viewing.
Out of home exposure ratings to complement established ‘in home’ peoplemeter data.
Different measurement device depending on where viewing or exposure is happening. Can easily separate the two types of viewing experience.
Exposure (out of home) impact only on 5% of total viewing.
 

 

  

Combining out of home 'supplementary mobile panel' (SMP) to current ‘in home’ peoplemeter panel could be most cost effective solution.
     
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Recruitment Costs

 

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Recruitment costs substantially unaltered with inclusion of out of home viewing.
Recruited HH made up of a number of individuals. Individuals remain on the panel for an extended period of time.
     
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Operating Costs

 

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 Investment limited to mainly SMP equipment.
Supply portable audiometer to HH panellist - only required to carry when going out of home. Data collection via combox already installed for peoplemeter system.
Polling costs decreased and included with overnight ‘in home’ data.
Centralised recruiting, panel operations, maintenance and quality control.
     
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Cooperation

 

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No need to carry portable device in the home - this covered by peoplemeter system. Compliance of push button accuracy in AGB Nielsen Media Research countries 95%+.
Only carry portable device outside home if likely to be exposed to out of home viewing.
     
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Data Transparency
 

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Complement ‘in home’ with ‘out of home’ ratings
Two separate databases collected from one representative HH panel.

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