The way to total TV Audience Measurement and Streaming TV

1. The way to total TV Audience Measurement and Streaming TV Bas de Vos Managing Director SKO MMS Seminar 2008

2. Agenda • Introduction to SKO – current measurement • It is a disturbing world we live in now • Chasing Rabbits? • How to solve the quest for total TV measurement? • Chasing satellites! • The Dutch Strategy • Streaming TV measurement

3. First of all • Congratulations to MMS for their 15th anniversary! • As a special delivery from Holland we brought some Dutch...... • Specialty!

4. Television audience measurement in the Netherlands • Joint Industry Committee (JIC) • Public broadcaster (NPO) • Commercial broadcasters (SPOT) • Advertisers (BVA) • Media agencies (PMA)

5. TV audience measurement • Executing research agencies • Establishment survey, TV-panel, viewing data • Registration and classification of broadcasts • Measurement of TV streams ratings streams

6. 7.1 million households 6.000 households >60% response TV in 97.9% of all households Population 6+ 14.9 million 1.245 households 2.900 individuals Regional oversampling Including guests Basic facts Dutch TAM

7. Basic facts meter • People meter • Taris 5000 since 2002 • Active registration viewing behaviour (remote) • Includes guest, vacation and non-viewers button • Coincidental telephone interview, overlap with meter data: • TV on = 98.8% • TV viewing = 97.8% • Same channel = 98.0% • During spots = 97.0%

8. GPRS transmission Daily reports (7:30 hours) Channel detection Picture Matching Enhance Audio Matching VBI codes Basic facts channel identification

9. Broadcast information 456.537 programmes and 1.817.609 spots in 2007

10. Basic facts TV viewing

11. Basic facts Dutch advertising market • Total expenditure television • Gross = €2,802.00 million • Net = € 851.00 million • Share of TV Gross Expenditure • Food = 15.9% • Retail = 11.7% • Personal care = 11.6% • Source: IP Int KeyFacts 2007, SPOT Financieel Jaarverslag televisiereclame 2007

12. Total net expenditure television

13. Agenda • Introduction to SKO – current measurement • It is a disturbing world we live in now • Chasing Rabbits? • How to solve the quest for total TV measurement? • Chasing satellites! • The Dutch Strategy • Streaming TV measurement

14. Fast growth Digital Reception

15. The begin of the end for analogue VCR

16. Time shifted viewing • From test data in 2007 we estimated that 17% of the viewing time of VCR, HD and DVD is Time Shifted Viewing of programmes recorded previously recorded or VOD (7 days) • This is less than 1% of the average time viewed total TV

17. Broadband in almost 84% of households with Internet access

18. TV viewing through Internet

19. 1st half 2008 • 26% of the households watches streams of TV programmes through the internet • From which: • 86% On demand streams • 11% Live streams

20. Set-top Box distribution: Start Over, Look Back, Season Pass Internet distribution: iTunes, 4od, BCC iPlayer, You Tube, Joost Increasing supply VOD

21. 16% of all visits involves streaming

22. Chasing Rabbits?

23. Agenda • Introduction to SKO – current measurement • It is a disturbing world we live in now • Chasing Rabbits? • How to solve the quest for total TV measurement? • Chasing satellites! • The Dutch Strategy • Streaming TV measurement

24. SKO- Digital SKO- EPG SKO- ??? SKO- ??? SKO- ??? SKO- VOD SKO- Streaming SKO- Bars Time shifted Guests Viewing Chasing Satellites : SKO 2.0 Common Currency

25. SKO Projects • TSV in Common Currency • SKO Streaming • Test with Portable Meter • SKO Piot Digital • SKO STB-information

26. SKO Streaming Measuring online TV-content viewing

27. Reporting new online TV audiences • Comprehensively • Transparently • Independently

28. Single, authoritative source • Comparable and useful results • Approved TV audience measurement standards applied to stream measurement • No currency - We start by combining number of streams requests with regular television ratings in the same report

29. Financial model • SKO has a contract for all channels with Nedstat • Including non-clients! • No extra costs for broadcasters • Audit by Nedstat for correct implementation

30. Panel vs. Server-based pixel measurement • Using the current SKO TV panel is too intrusive • TV panel (2.900 members) might be too small to provide a sufficient number of individual stream requests • STIR, has an online panel (8.000 members) • Discussion STIR on how to move on towards the future

31. Which streams to measure? • Online streams: • Live and parallel to TV broadcasts • Live and online-only • Programmes previously broadcast on TV • Micro chunks of programmes previously broadcast on TV • Extra programme-related material, online-only • Themathic channels that also broadcast on TV

32. http://www.at5.nl/uitzending_gemist.asp Live stream paralel to tv broadcast

33. Which streams to measure? • Online streams: • Live and parallel to TV broadcasts • Live and online-only • Programmes previously broadcast on TV • Micro chunks of programmes previously broadcast on TV • Extra programme-related material, online-only • Themathic channels that also broadcast on TV

34. Previously broadcasted on television

35. Which streams to measure? • Online streams: • Live and parallel to TV broadcasts • Live and online-only • Programmes previously broadcast on TV • Micro chunks of programmes previously broadcast on TV • Extra programme-related material, online-only • Themathic channels that also broadcast on TV

36. Micro chunks

37. Which streams to measure? • Online streams: • Live and parallel to TV broadcasts • Live and online-only • Programmes previously broadcast on TV • Micro chunks of programmes previously broadcast on TV • Extra programme-related material, online-only • Themathic channels that also broadcast on TV

38. Online only

39. Which streams to measure? • Online streams: • Live and parallel to TV broadcasts • Live and online-only • Programmes previously broadcast on TV • Micro chunks of programmes previously broadcast on TV • Extra programme-related material, online-only • Themathic channels that also broadcast on TV

40. Extra material, online only

41. Which streams to measure? • Online streams: • Live and parallel to TV broadcasts • Live and online-only • Programmes previously broadcast on TV • Micro chunks of programmes previously broadcast on TV • Extra programme-related material, online-only • Themathic channels that also broadcast on TV

42. Thematic channels • Politiek 24 uur

43. Project set-up Number of requests per stream Matching stream and broadcast info File including tv ratings Programme report: tv ratings + number of requested streams Report on www.kijkonderzoek.nl

44. Stream Sense TM : online video analytics

45. Measures third party streams Easy reporting Easy implementation Live statistics Accurate measurements Independent party Knows exactly what clip part is seen Click behavior before, during and after programmes Click behavior during advertising messages Browser based measurement Stream Sense TM : Online video analytics

46. Logical issue: match TV stream – TV programme

47. Matching application user interface

48. First results

49. Daily SKO Streaming report

50. Monthly SKO Streaming report