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TAM 2018 - Basic Training Deck
TAM 2018 - Basic Training Deck
TELEVISION
AUDIENCE
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
MEASUREMENT
TRAINING GUIDE
TAM 7 STEPS
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1. ESTABLISHMENT SURVEY
A large-scale study aimed to determine the characteristics of the universe to aid
Nielsen TV Audience Measurement in designing the sample.
The ES serves as an address bank of households that may be willing to participate in the TAM panel.
• family composition
• socio-economic indicators
• socio-demographic indicators
• TV equipment characteristics
• general indicators of viewing.
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2. PANEL DESIGN & RECRUITMENT
Based on the results of the Establishment Survey,
a sampling design is created to best represent the viewing population of both
Urban and Rural Philippines.
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3. METER INSTALLATION
A Peoplemeter is installed in all the TV sets in the recruited household.
The meters used in the Philippines are called TVM5 that reads digital TV broadcast signals.
The meter comes with a handset with several buttons. Each button is assigned to each member of
the household. Upon recruitment, the household members are trained to punch their buttons every
time they watch TV. This is to register their viewing in the meter.
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
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4. DATA RETRIEVAL & POLLING
Everyday, between 2 to 6 in the morning, the production software calls up the meter via telephone
line or GSM network and downloads the stored data.
For households without landlines, a modem is installed with the TVM5. Inside the modem is a SIM
card to allow the production software to retrieve the data through a cellular phone line.
The on-line system allows Nielsen TV Audience Measurement to provide Overnight ratings
data in all the markets it is in.
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5. DATA PRODUCTION, QUALITY CONTROL, &
VALIDATION
Nielsen TV Audience Measurement’s proprietary production software is called
Pollux - Polling under Linux.
Pollux is in charge of polling the data from the meters and overseeing the data production process
and the quality control and validation.
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6. TV EVENTS MONITORING
To encode all the programs and spots that were aired, Nielsen TV Audience Measurement has its
own TV monitoring group.
All programs and spots are digitally recorded and loaded on computer units. These “events” are
viewed by the encoders. The encoders would then encode all the programs and spots that aired.
All the programs and commercial advertisements that went on air are logged on at TelePad.
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7. ANALYSIS TOOL
The logs in TelePad are integrated with the data that came from the meters (produced by Pollux) to
produce a complete TV Audience Measurement data.
Nielsen TAM has years of experience in developing its own analysis tools. Nielsen TAM has a team
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
of software developers in Switzerland whose main tasks are to gather the feedback on the software
from the different markets and incorporate these feedback in the development of the tools.
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Copyright © 2017 The Nielsen Company. Confidential and proprietary.
SERVICE COVERAGE
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3,500 panel homes
representing 19.2 M TV Households
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
Luzon: Mindanao:
Visayas:
12.7 M TV Households 2.9 M TV Households
3.6 M TV Households
56% Urban; 44% Rural 51% Urban; 49% Rural
35% Urban; 65% Rural
TOTAL LUZON
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
Visayas: Mindanao:
1.3 M TV Households 1.5 M TV Households
260 panel homes 300 panel homes
Metro Manila
17 Cities and Municipality
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Suburbs
+
Urban areas of Bulacan, Rizal, Laguna, Cavite,
Batangas and Pampanga
Metro Naga
Mega Manila + 8 Metro Cities in defined
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Metro Iloilo
metropolitan areas that are considered as
Metro Bacolod Metro Cebu centers of economic activity and
development in the Philippines
Metro CDO
Metro General
Santos
*based on 2018 population estimates and 2017 ES 16
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DEFINITION OF TARGETS
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TYPES OF DATA
HOUSEHOLDS
Total Households – the estimated* number of homes within the defined area
equipped with at least one working TV set.
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INDIVIDUALS
Total Individuals – the estimated* number of people living permanently within the total TV
households in the defined area.
*Estimates are based on annual National Statistics Office projections and TV penetration data from annual
Establishment Survey
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SOCIO ECO CLASS GROUPING
MEGATAM PANEL
AB, C1, C2, DE
NEW for 2018: AB, C1, C2, D1, D2, D3, E1, E2
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ABC1, C2, DE
NEW for 2018: AB, C1, C2, D1, D2, D3, E1, E2
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HOUSEHOLDS DATA
HOUSEHOLD SIZE
Nuclear Family Members – All members of the immediate family which includes the
Father, Mother, Children, Grandparents
Extended Family Members – All members living with the household related to the
Household Head but not part of the Nuclear Family
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INDIVIDUALS DATA
AGE: 2-6, 7-12, 13-15, 16-19, 20-24, 25-29, 30-34, 35-39, 40-44, 45+
45-49, 50-54, 55-59, 60+
18+
HOUSEWIFE: the wife of the Household Head if there is a married male Household Head OR
the “main mother of the household” who is the matriarch of the home
OTHER FAMILY POSITION: Children of Household Head / Parents of Household Head / Others
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INDIVIDUALS DATA
EDUCATION: Primary / Secondary / University / Vocational / Post-Grad / No Schooling
MOTHER: Can be lumped together with Children 0-2, Children 3-6, and Children 7-12
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OCCUPATION: Managers & Proprietors / Professionals & Tech Specialists / Clerical Workers /
Sales Workers / Craftsmen, Foremen / Private Household Workers / Farmers, Farm Workers /
Laborers / Service Workers / Students / Pensioners / Retired / Not Gainfully Employed (Jobless) /
Housewives / Not Yet In School
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INTRODUCTION TO ARIANNA
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Arianna combines the different areas of TV ratings data analysis into a
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
powerful tool able to process and integrate information with flexibility and ease:
VIEWING BEHAVIOUR
POST EVALUATION
FORECASTING, PLANNING AND OPTIMIZATION
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Manager
Outbar
Environment
Workspace
Manager
ARIANNA SOFTWARE
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HOW TO USE ARIANNA
Step 1. Select
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Arianna
Step 2. Select Environment
Arianna Module
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HOW TO USE ARIANNA
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Step 3. Fill in
Arianna report
parameters
Step 4. Run
Arianna Report
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TV UNIVERSE
Sum of the weights of the individuals composing the target of reference.
83,300,000
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AMR (AVERAGE MINUTE RATING)
Average number of individuals who have seen a specific programme or daypart.
AMR = 4,768,677
is the average number of people who ASAP on July
1, 2018
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
4,891,521
AMR
83,300,000
= 5.72 AMR%
TV UNIVERSE
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RCH (REACH)
Number of different individuals watching at least one minute of a programme or daypart.
RCH = 14,452,512
People watched at least a minute of ASAP on July 1,
2018
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
14,452,512
RCH
83,300,000
= 17.35 RCH%
TV UNIVERSE
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SHR (SHARE)
Proportion of individuals viewing a specific programme or daypart compared to the total number of
individuals watching TV during the same time period.
SHR% = 38.2
is the audience share of
ASAP on July 1, 2018
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
4,768,677
AMR of ASAP
12,853,916
= 38.2 SHR%
AMR of TTV
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ADH (ADHESION)
Represents the weight of the selected target on total viewing.
C1
30% C2
14% D1
D2
D3
E1
E2
37%
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AFF (AFFINITY)
Ratio between the rating of the focus target and the rating of the reference target.
107
is the affinity index of ASAP towards D1
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
6.11% AMR
Among D1
= 107 AFF of Program A
5.72% AMR towards DE
Among Total
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Copyright © 2017 The Nielsen Company. Confidential and proprietary.
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DAYPARTS
• Used to investigate the performance of specific timebands.
• Answers the question:
Which is the best performing daypart for a specific channel?
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PROGRAMMES
• Used to analyze the performance of specific programmes and breaks broadcast on specific channels.
• Answers the questions:
What was the highest rated programme of the week?
How can I display the daily programmes schedule of a channel?
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
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REACH & FREQUENCY
• Used to analyze the cumulated reach (coverage) of programmes or dayparts.
• Answers the question:
How can I evaluate coverage over a set of programmes or dayparts?
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
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VIEWING BEHAVIOR (VB) ANALYSIS
Analyses of channel and program performance across user-defined periods.
Program Performance
- Top Programs
- Audience Profile
-Program schedule
Reach and Frequency Media Campaign
Planning
-Pre-plan R&F
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TERMINOLOGIES
EVENT
– refers to programs and breaks
PROGRAM
– a TV performance or show, which falls in any of the following categories:
Information (current affairs, news, documentary, educational)
Culture and Lifestyle (cookshow, religious, travel)
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TERMINOLOGIES
BREAK - anything that interrupts programming
PRIMARY DESCRIPTION - main title of the program
SECONDARY DESCRIPTION - secondary title of the program
CONTAINER PROGRAM - mother program, level 1 program
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EVENT TYPES
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BASIC VARIABLES
Insertions = number of TV spots / commercials
Duration = length of the materials or commercials aired on TV (e.g. 15s, 30s, 45s)
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
Brand Brand A
Dates Week 14 (April 5-11, 2015)
Insertions 212
Investment (PhP) 392,415,684
Duration
15s 171
30s 41
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RCH@N+
Number of individuals who were able to watch at least N spots.
23,161,585
were able to watch at least N spots of Jollibee’s
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
executions in 2017.
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OTS (Opportunities To See)
The average number of times that a target audience watched the TV spot.
3 out of the 41
of Jollibee’s “Vow” ads that aired within
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
Week 7 of 2017.
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GROSS RATING POINT (GRP)
Equals RCH x FREQUENCY or the sum of the ratings in which the spots were aired.
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Copyright © 2017 The Nielsen Company. Confidential and proprietary.
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POSTBUY
• Allows users to analyze the performance of a single advertising campaign; calculates the GRP and
the Reach figures for a single commercial
• Use this module to answer the question:
Is the Reach objective of my campaign on target?
Which is the Frequency Distribution of my campaign?
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
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MULTICAMPAIGN
• The MultiCampaign report is designed to compare the performance of multiple advertising
campaigns, with a particular focus on total reach and investment figures.
• Use this module to answer the questions:
How can I display and compare the Reach & GRP of several advertising campaigns at the
same time?
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
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ADEX
• Analyzes advertising expenditure on TV.
• Provides comprehensive information necessary to examine the economic impact and effective
results of advertising investments
• Use this module to answer the question:
What are the top 10 investors in a specific sector?
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
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Copyright © 2017 The Nielsen Company. Confidential and proprietary.