1. NEW TAM OPERATOR,
NEW TV CURRENCY
22.11.2013
1

2. 2014
Official currency is
TAM data provided
by Nielsen
22.11.2013
tvmeasurements.org
2

3. What
does it
mean for
the
market?
22.11.2013
tvmeasurements.org
3

4. TIC Objectives
• Balanced (reliable, consistent and
acceptable for all stakeholders) system of
TV Audience research
• TV Panel is an instrument that helps
marketing people to take decisions on 4,44
mln UAH* of TV budgets
• Key principle: any TAM changes should
lead to quality improvement
* Ukrainian Ad Coalition. 2013 TV Ad expenditures forecast
22.11.2013
4

5. Consistency
2013
2014
Type of research
Panel
Panel
Geography
All Ukraine
All Ukraine
Universe
HH with 1+ TV sets
People aged 4+
HH with 1+ TV sets
People aged 4+
Establishment Survey
Establishment
Survey
Desighn
22.11.2013
tvmeasurements.org
5

6. Consistency
2013
Methodology
22.11.2013
2014
ES -> recruitment ->
installation ->
measurement ->
production ->
data delivery ->
deinstallation
ES -> recruitment ->
installation ->
measurement ->
production ->
data delivery ->
deinstallation
tvmeasurements.org
6

7. And Quality Improvement
2013
Sample Size
50+
22.11.2013
2014
2,540
3,740
+50%
1,600
2,540
+60%
tvmeasurements.org
7

8. More Detailed TA Analysis
22.11.2013
tvmeasurements.org
8

9. And Quality Improvement
2013
Sample size
2,540
Regional Control
By settlement size
22.11.2013
tvmeasurements.org
2014
3,740
+50%
By settlement
size, sex, age, HH
size, reception type
9

10. More Reliable Regional Data
22.11.2013
tvmeasurements.org
10

11. And Quality Improvement
2013
Sample size
2,540
Regional Control
By settlement size
Quality Control
22.11.2013
Limited
tvmeasurements.org
2014
3,740
+50%
By settlement
size, sex, age, HH
size, reception type
Nielsen intl team of leading
market experts, report
system, technological
panel, clear validation rules
11

12. Transparency
22.11.2013
tvmeasurements.org
12

13. And Quality Improvement
2013
Sample size
2,540
Regional Control
By settlement size
2014
3,740
+50%
By settlement
size, sex, age, HH
size, reception type
Quality Control
Limited
Nielsen intl team of leading
market experts, report
system, technological
panel, clear validation rules
Technology
Frequency
Audio matching
22.11.2013
tvmeasurements.org
13

14. Audio Matching
Signature Generation
Audio Signal
1001010100101001
1010010010010010
0011001010010100
0010010111001001
1110010100011100
0010110101010001
1001010100101001
1010010010010010
0011001010010100
0011001010010100
Digital Stream
10011101
Signature
Matching
Audio Matching
Process
Sampled Content
(Households)
Reference Content
(TV Signals)
Viewing Statements
22.11.2013
14

15. Simulcast
When there is simulcast (same audio) between multiple channels, we can identify the
channel viewed if there is any piece audio content that is unique to 1 of the channels. The
unique piece can be as short as a single commercial
22.11.2013
15

16. Simulcast
The future starts here.
Audio Matching
X
A, B or C?
Z
Ch ???
IR Keys
46
+
• Almost all channel changes are made using IR keys with a remote control
• Even if audio is identical, IR keys present at the channel change time can be
examined and used to identify the channel
• Nielsen has developed a proprietary algorithm using 9 years of experience
of IR crediting to support a wide range of IR activities
22.11.2013
16

17. Benefits
• The most contemporary technology
• Independence from channel maps
• TSV measurement
•Reliability
22.11.2013
tvmeasurements.org
17

18. ANY QUESTIONS?
22.11.2013
18