Nielsen Admosphere Bulgaria provides concise summaries of their services in 3 sentences or less:
Nielsen Admosphere Bulgaria measures TV viewership through a panel of 1,300 households to provide daily TV ratings data and insights into viewing across platforms like linear TV, time-shifted viewing, and digital video. They also offer Digital Ad Ratings to provide transparent measurement of online ad campaigns across digital screens. In addition, they measure cross-media exposure to campaigns across TV and digital platforms.
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IVAN GENCHEV
Managing Director
Nielsen Admosphere Bulgaria
MAGIDA SUKKARI
Business Development Director
Nielsen Admosphere
TANYA GEORGIEVA
Head of Client Service and
Business Development Department
Nielsen Admosphere Bulgaria
ELKA PETROVA
Head of Ad Intel Department
Nielsen Admosphere Bulgaria
TEREZA ŠIMEČKOVÁ
Chairwoman
Nielsen Admosphere
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DIGITAL TV VIEWING IN CZECHIA IN DETAIL
Average Czech person watches
2.2 minutes online TV per day
Source: ATO – Nielsen Admosphere. TTS for TV video content and embedded videos. Jan – Sep 2019
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TOTAL VIEWING (TG 4+)
(D)Rating000
Source: ATO – Nielsen Admosphere. Rating 000 TG 4+, D rating 000
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TOTAL VIEWING – AGE GROUPS
(D)Rating000
Source: ATO – Nielsen Admosphere. Rating 000, D rating 000. Average of 8 episodes
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Since 2018, site centric measurement is delivering census volumetrics
Technology: Nielsen SDK
Devices: PC + Smartphone + Tablet + Smart TV (HbbTV)
Platforms: Browser + Mobile App + HbbTV
Measured: Programs + Ad spots + Static content (in HbbTV)
Viewing: VOD + Live
Reporting: Adwind Kite using „contingency tables“
Metrics: Views (# views) + TTS (Total Time Spent) + derived
Dimensions: date, device type, medium, content type, content description…
DIGITAL TV CENSUS IN CZECH TAM
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MAIN PARAMETERS
Panel of 1,300 households
1,100 net panel
rotation approx. 25% per year
Audit
Summer 2014
Audiomatching
All TV platforms
Satellite, cable,
IPTV, terrestrial
Live and timeshifted
TV audience
Results representativeness
11 control standards
46 categories
Continual Survey
6,600 households/year
Data up to
the level of
seconds
Regular
Quality Check
by Nielsen
All TVs
in households
Data available
next morning until
9:00 a.m.
Real Time Data
Measurement
of guests
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MEASUREMENT TECHNOLOGY
TV meter (peoplemeter)
Installed to each TV set in the household
Automatic detection of the viewed
content
Detection of present HH members +
guest
Data transfer via GSM network
Audiomatching technology
100% non-invasive technology
Independent on the TV signal reception
(DTT, Satellite, Cable, IPTV, ready for DTT-2,
IPTV delivered with apps in Smart TV, and
all the others)
Measuring of time-shifted viewing
Measuring the defined set of TV channels
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MEASUREMENT TECHNOLOGYAll types of signal
are measured
Also IPTV is measured
and the IPTV viewership
is part of the data
All households remain using the
functionalities of their TV sets (of
all types) as if not measured
(before becoming part of TV panel)
Nielsen’ technology is in no way influencing behaviour of the households
MEASUREMENT TECHNOLOGY
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ACCESS TO TAM DATA
Data available
DAILY
Primary analytical and
planning SW:
ADWIND KITE
Possibility to deliver
data in
OTHER SWS TOO
Alternative SWs currently used in BG:
AdvantEdge
Reporter 5.0
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Sex (2 categories)
Age (9)
Education (3)
Economic activity (3)
Settlement size (6)
Region (8)
Household size (5)
No. of active TV sets (2)
Cable/IPTV signal reception (2)
Satellite signal reception (2)
Declared TV audience (4)
11 Norms,
46 Categories=
PANEL NORMS
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Villages
up to 999
Villages
from
1,000 to
2,999
Towns
from
3,000 to
24,999
Towns
from
25,000 to
99,999
Cities
from
100,000
except Sofia
Sofia
city
203 153 226 253 197 226 Burgas
120
Stara
Zagora
118
Varna
140
Pleven
157 Ruse
171
Plovdiv
169
Sofia
region
151
Sofia capital
232
Turkey
Greece
Romania
Serbia
Black
see
Number of households in the panel, Nett panel, average per period 1.4.2019 - 30.9.2019
PANEL STRUCTURE – SETTLEMENT SIZE & REGION
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PANEL STRUCTURE – SEX & AGE
Percentage of panel members/population, Nett panel, average per period 1.4.2019 - 30.9.2019
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PANEL STRUCTURE – EDUCATION & ECONOMIC ACTIVITY
Percentage of panel members/population, Nett panel, average per period 1.4.2019 - 30.9.2019
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PANEL STRUCTURE – SETTLEMENT SIZE & REGION & HOUSEHOLD SIZE
Percentage of households in the panel/in population, Nett panel, average per period 1.4.2019 - 30.9.2019
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PANEL STRUCTURE – NO. OF ACTIVE TV SETS & DECLARED TV AUDIENCE
Percentage of households in the panel/in population, Nett panel, average per period 1.4.2019 - 30.9.2019
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PANEL STRUCTURE – CABLE/IPTV & SATELLITE SIGNAL RECEPTION
Percentage of households in the panel/in population, Nett panel, average per period 1.4.2019 - 30.9.2019
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Sex (2 categories)
Age (9)
Sex x Age (10)
Education (3)
Economic activity (3)
Settlement size (6)
Region (7)
Household size (5)
Cable/IPTV signal reception (2)
Satellite signal reception (2)
No. of active TV sets (2)
PANEL WEIGHTING
The panel structure precisely reflects the population
(weights in [0.6, 1.8], efficiency > 95 %)
11 Weighting
variables,
51 Categories
=
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HOW DIGITAL AD RATINGS WORKS
TAG COUNT MATCH CALIBRATE REPORT
Nielsen tag Nielsen server 3rd-party data
providers
Nielsen panel &
mobile surveys
Nielsen
MediaView UI &
Reporting API
Facebook
Age/gender
demographics
Experian
Demographics for Roku
connected devices & Hulu
app across connected
devices
*Also available via open viewability providers (DoubleVerify, IAS, Moat)
Optional in-view demographics can be enabled via Qualified Ad Audience or by combining tags with your preferred viewability provider.
*Viewable Demographics
via Nielsen’s NEW Qualified Ad
Audience Solution
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GLOBAL INDUSTRY STANDARD FOR DIGITAL
MEASUREMENT
Deduplicated
digital audience
measurement by
age & gender for
cross-platform ad
campaigns
Digital Ad Ratings + Total Ad Ratings/Cross Media
Australia
Belgium
Brazil
Bulgaria
Canada
China
Czech Republic
Germany
Greece
Hong Kong
Hungary
India
Ireland
Israel
Japan
Malaysia
Netherlands
New Zealand
Norway
Poland
Puerto Rico
Singapore
South Africa
Spain
Taiwan
Turkey
UAE
Bulgaria
Czech Republic
France
Indonesia
Italy
Mexico
Philippines
Thailand
United Kingdom
United States
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Solution ready to be used (available from
January 2020)
Web pages & applications
Intended as measurement of impression &
audience share for each particular campaign
(provides the client with information of what
percetage of audience & impressions were
delivered to desired TG)
Robust methodology used by Nielsen around the
world
Accepted also by global players – Facebook,
Google
NIELSEN DIGITAL
AD RATINGS (DAR)
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Reporting of the audience coverage for all
platforms:
• TV live, TV time-shifted, digital video and
static content
• Across all devices like PCs, laptops,
smartphones and tablets, for both web
pages and apps
• Report the audience exposed to campaign
only online (all devices and platforms), only
on TV, and de-duplicated across both
online and TV
Special analysis in the software Adwind Kite
CROSS–MEDIA
ADVERTISING
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REPORTED METRICS
Universe = number of people in the target group in the whole population (incl. non-TV households)
Unique Audience = total reach 1+ (number of people)
Reach = Unique Audience / Universe in %
Impressions = number of contacts with campaign
TRP = Impressions / Universe
OTS = Impressions / Unique Audience
All available for:
• TV
• internet
• only TV
• TV and internet (logical AND)
• only internet
• TV + internet (logical OR)
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Incremental, duplicated and total reach – displayed as stacked bar chart
EXAMPLE OF CROSS ANALYSIS IN KITE – GRAPH
Note: displayed results are artifical, not based on real campaign
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BULGARIAN NATIONAL PANEL
A digital panel built within the network of
Current size about 10,000 panellists and continuously
increasing
Different recruitment means (online and offline)
Double opt-in and offline verification of all new
respondents by a phone call
Unreliable respondents are being excluded
High response rate
Follow industry quality standards: ESOMAR, SIMAR
Key external ENP Clients: Dynata, Kantar, Norstat, Toluna,
Ipsos, Netquest, Rakuten
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BULGARIAN NATIONAL PANEL
166 criteria in 12 areas – possibility to precisely pre-target, efficiently invite relevant
respondents and find hard-to-get target groups in a short time
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LIFESTYLE? LIFESTYLE!
No TGI on Bulgarian market
No 360°description of what we buy and consume, what we read and watch,
how we think
Inspiration from around the world (Nielsen‘ studies, clients‘ needs)
Continuation of already started path toward in-depth understanding
to Bulgarian consumers
• Psychographic profiles
• Media Consumption Segmentation
• Lifecycle Typology
• ABCDE
S M A R T
Shopping, Media,
Attitudes, fRee Time
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SMART
First data available 1st half 2020 –
reports
Data collection in waves – first
demography and media
In the future – possibility to access
data in Adwind Kite
Detailed demography
Equipment
Media
Advertising
Auto-moto
Finance
Shopping habits
Travel
Free time, attitudes,
statements
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INTERNET AD MONITORING
Description of the advertisement content
Methodology common for all media types in Ad Intel
Motive – represents the ad campaign
For all formats in Internet data Across all media types
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Monthly data publications along with
monthly publications of all the rest
media types
Full version in Ad Intel since Q1 2020
Testing period for all clients for free
INTERNET
AD MONITORING
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AD INTEL – NEW VARIABLES
New Variables – Better Analyzes
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AD INTEL – NEW VARIABLES
Existing variables
New Variables
Possibility to rename the variables according to personal preferences
Available from November 26th
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PROGRAMME DATA
Optimization of description of Football competitions
Added names of the competitions in the titles of the Studios
Opportunity for better analyzes – available at the beginning of 2020
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ADWIND
KITE Top quality analytical and planning SW
Over 1 200 active users in gradually rising
number of countries
In Bulgaria…
• More than 25 000 analyses computed
monthly
• Average computation time less than 10
seconds
• Most used type Pivot analysis
• Busiest month October
• Busiest day of week Tuesday
• Busiest hour 2pm – 3pm
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Cross-media advertising
Enhanced plan module
Reach curves based on exact channel
and daypart split
• Possibility to estimate reach even for
non-standard channels and dayparts split
Inverse reach curves
• To estimate needed level of TRPs to
achieve desired reach level
Bundles combination optimization
• For example to find best ratio between
Nova and BMG commercial bundles
ONGOING
DEVELOPMENT