Analysis of the ratings system

Discussion of technical aspects of and developments in the TV ratings system. Continuation of Analysis of the ratings system.

###Video Player Measurement Report

OzTAM announces phase 1 launch of Video Player Measurement Report

OzTAM today announced the initial phase of its Video Player Measurement (VPM) Report would launch the week commencing Sunday, 7 February 2016.

This means the first public reports – which encompass rolling seven-day data (i.e., cumulative viewing during the previous seven days) – will be available the following week.

OzTAM’s VPM Report is a separate and complementary service to OzTAM TV ratings:

• OzTAM TV ratings estimate the people viewing broadcast TV content on in-home TV sets.

• OzTAM’s VPM Report delivers market (census) level data on the devices playing live and on-demand video from participating broadcasters and their partners’ online services.

‘VPM Ratings’ will be Australia’s first official measure of the devices playing internet-delivered TV content (e.g., tablets, smartphones, smart TVs, desktop and laptop computers, and games consoles).

This is the initial phase in a multi-stage program as OzTAM works towards including demographic data in the service in 2017.

OzTAM’s CEO Doug Peiffer said: “We’re excited to offer a market level picture of how much TV content Australians are actually playing on connected devices.

“The VPM Report will give our clients further insight on how Australians consume their favourite television content, whether it is live or playback viewing on their TV set – and therefore captured in OzTAM TV ratings – or via a broadcaster’s video player on the viewer’s connected device.”

Mr Peiffer added OzTAM’s VPM service is collecting millions of minutes from participating broadcasters’ video players each day, with volume and coverage steadily increasing as broadcasters fully plug in to OzTAM’s collection service across all devices and platforms.

Concurrently, OzTAM has for the past few months been reviewing proposed reporting formats with the broadcasters.

“VPM ratings require broadcaster cooperation,” Mr Peiffer continued. “We thank our launch partners – ABC, Seven Network, Nine Network, Network Ten, SBS and Foxtel – for working with us towards OzTAM’s first Video Player Measurement Report and on an ongoing basis to enhance delivery of the VPM service.

“As is the case for audience measurement services around the world, OzTAM is actively working to expand VPM to incorporate demographic information and reach estimates. This next step will show us who is watching in addition to the devices being used.”

About OzTAM’s Video Player Measurement Report
OzTAM’s measurement of online TV viewing draws on two years of development and testing and is a world-leading approach. The system has also been independently reviewed by PwC.

Participating broadcasters (at launch stage ABC, Seven Network, Nine Network, Network Ten, SBS and Foxtel) implement OzTAM’s software development kit, which includes code developed by OzTAM. Each broadcaster’s video player is coded across all operating systems and devices. The code attaches a broadcaster-provided unique media identifier (ID) to every piece of live or on-demand content within a participating broadcaster’s video player library.

This means OzTAM can correctly attribute every such minute of this content played on individual devices, whatever those devices are (e.g. smart TV, smartphone, tablet, desktop/laptop, games console), the platform or operating system used (e.g. Android, iOS, web, games console) and wherever those devices may be.

A note about privacy
OzTAM only knows that a device is playing content from a participating broadcaster’s video player service. At no point does OzTAM monitor anything other than when the device is accessing a network app or browser-based video server. OzTAM is not able to identify the user of the device.

The Sunday ratings might be posted a little late this morning.

I expect that the preliminary ratings for Nine’s programs from tonight will need more than the usual adjustment as the EPG did not match program start and finish times.

###OzTAM introduces 8-28 Day Time Shift Viewing data

OzTAM today announces that 8-28 Day Time Shift Viewing will be available in its television ratings database from Sunday, 3 April.

This means the media industry will now be able to track viewing of television programs played back through the TV set up to 28 days after the original broadcast.

OzTAM’s CEO Doug Peiffer said: “While the majority of playback activity happens within the first day or two, it’s not uncommon for people to ‘binge view’ a few weeks out – particularly with less time-sensitive genres such as dramas and movies.

“The introduction of 8-28 Day Time Shift data allows our clients to evaluate the longer-tail audience to television programs, providing a natural extension to OzTAM’s 7-Day Time Shift service.”
Mr Peiffer added Quarter Hour audience files for ‘Overnight’ and ‘Consolidated 7’ (which between them capture broadcast television watched live or played back through the TV set within seven days) would remain the trading currency.

Overview: OzTAM 8-28 Day Time Shift Viewing data

  • More than 80 per cent of playback activity takes place within the first seven days.
  • Between 15 and 20 per cent of playback happens in the 8-28 day period following the original broadcast*.
  • As a percentage of all broadcast TV content watched on in-home TV sets, 8-28 day viewing accounts for approximately 1.8 per cent*.
  • Page 2 of 2
  • The top genresΔ for 8-28 Day viewing are mini series, drama and feature films. The least-viewed 8-28 days after broadcast are sports, news and current affairs*.
  • based on playback activity in Weeks 45-48 (1-28 November) 2015. ΔGenres for free-to-air channels only.

###How to read the new 8-28 Day Time Shift Viewing data:

In addition to the usual overnight and 7-day consolidated ratings, OzTAM now sends through 28-day consolidated data.

So ratings for Sunday 3 April also included
7-day data for Sunday 27 March and
28-day data for Sunday 6 March

So OzTAM is now also tracking the viewing for days 8-28 after first broadcast in addition to the previous 1-7 days.

###Network share
In addition to viewing numbers for each show, OzTAM are also releasing modified channel shares for the day. The 28-day consolidated ratings report for Sunday 6 March released today will be added to the previous network shares so there are now three columns at the top of the ratings results:

Five City Metro, 6pm-12am, Total People

Network
<img src="/uploads/default/original/2X/c/c78368620c46af5eeb860fa1c8c40fce3ab79eb1.png" width="25" height=""
ABC
13.3%
13.3%
13.3%
ABC2
2.3%
2.3%
2.3%
ABC3
1.1%
1.1%
1.2%
ABCNews24
1.2%
1.2%
1.2%
ABC TTL [color=blue]
17.8% [/color]
[color=#d2691e]
17.8% [/color]
[color=green]
18.0% [/color]

###Program numbers
Program info will be in 3 tables the same as Consolidated 7-day reports.

  1. 28-Consolidated FTA ranked by increased in number of 1-28 day viewers.
  2. 28-Consolidated FTA ranked by final total consolidated number of viewers
  3. 28-Consolidated Subscription TV ranked by increased in number of 1-28 day viewers

Here is what the first few entries look like

**Top 20 Programs - Free-to-Air - Consolidated ranked on Increase - Total People**

[/color] [/color] [/color] [/color] [/color]
[color=grey] Rank [/color] [color=grey] Program[/color] [color=grey] Network[/color] [color=grey]
[color=grey]
[color=grey]
[/color]
[color=grey]
Inc 8 - 28
[color=grey]
Inc 1-28
[color=grey]
Inc on [/color]
[color=grey] Inc on
1 THE BLACKLIST-EP.2 Seven
604,000
548,000
351,000
56,000
253,000
10.2% 72.0%
2 THE BLACKLIST Seven
686,000
635,000
470,000
51,000
216,000
8.0% 46.0%
3 DOC MARTIN-EV ABC
1,197,000
1,143,000
1,057,000
55,000
140,000
4.8% 13.3%

Top 20 Programs - Free-to-Air - Consolidated ranked on Consolidated - Total People

[/color] [/color] [/color]
[color=grey] Rank [/color] [color=grey] Program[/color] [color=grey] Network[/color] [color=grey]
[color=grey]
[color=grey]
[/color]
[color=grey]
Inc on [/color]
[color=grey]
Inc on
1 MY KITCHEN RULES - SUN Seven
1,463,000
1,452,000
1,325,000
11,000
138,000
2 SUNDAY NIGHT Seven
1,293,000
1,274,000
1,194,000
19,000
98,000
3 DOC MARTIN-EV ABC
1,197,000
1,143,000
1,057,000
55,000
140,000

Top 20 Programs - Subscription - Consolidated ranked on Increase - Total People

[/color] [/color] [/color] [/color] [/color]
[color=grey] Rank [/color] [color=grey] Program[/color] [color=grey] Network[/color] [color=grey]
[color=grey]
[color=grey]
[/color]
[color=grey]
Inc 8 - 28
[color=grey]
Inc 1-28
[color=grey]
Inc on [/color]
[color=grey]
Inc on
1 SUPERGIRL FOX8
149,000
103,000
32,000
45,000
116,000
43.9% 361.1%
2 THE ADVENTURES OF ELMO IN GROUCHLAND Foxtel Movies Family
91,000
30,000
6,000
61,000
85,000
205.1% 1388.6%
3 MELBOURNE: REAL HOUSEWIVES OF... ARENA
169,000
162,000
87,000
7,000
82,000
4.1% 93.5%

###Legend:
28-day Consolidated

7-day Consolidated

Overnight

Inc 8 - 28 - Increase from day 8 to day 28 after broadcast

Inc 1 - 28 - Increase for full 28 days after broadcast

Inc on - Percentage increase of days 8-28 over the 7-day consolidated result

Inc on - Percentage Increase of full 1-28 days over overnight result

Hope this makes sense and is of some interest.

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Since yesterday, OzTAM have finally managed to identify the 9 mutichannels correctly as 9GEM, 9GO! etc

Finally.

And with the SC tie up and Nine branding now national - it makes sense

Nine in push for true national ratings

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Don’t know why it’s taken so long to do this.

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The TAM Ireland YouTube page has some explanatory videos about how the Nielsen TAM system works, including panel numbers and weighting.

This video explains how to use the people meter.

###OzTAM television ratings panels to increase by 50 per cent with Nielsen contract extension

OzTAM today announces the number of homes in its television audience measurement (TAM) panels will rise by 50 per cent.

The increase will enhance OzTAM’s already gold standard of television audience measurement, and follows OzTAM’s extension of Nielsen’s contract to supply TAM services in Australia’s five mainland capital cities and nationally for subscription television (STV).

OzTAM and Nielsen’s new three-year agreement spans calendar 2018 through 2020.

The expansion, which will be completed by the start of 2017, will take OzTAM’s metropolitan panel to 5,250 homes and its STV panel to 2,120 from the present 3,500 and 1,413, respectively.

Concurrently, Regional TAM has announced the expansion of its own panel by 50 per cent to more than 3,000 homes.

In terms of size relative to the population represented, OzTAM’s current sample is already one of the largest internationally.

The additional homes in the OzTAM and Regional TAM panels will make Australia the world’s largest per capita people metered market, and means OzTAM ratings will be even more representative of the overall population.

Coupled with census data from OzTAM’s Video Player Measurement Report, OzTAM offers a world-leading audience measurement service across all screens.

OzTAM CEO Doug Peiffer said: “Australia is a highly dynamic media market, and television is the most scrutinised and analysed of any segment.

“To reinforce the confidence the industry retains in OzTAM TV ratings we continually invest in the service to reflect changes in the television landscape and audience behaviour.

“Our longstanding and collaborative relationship with Nielsen has underpinned that effort and supported progressive innovation – for example, Time Shift Viewing, the inclusion of mobile phone-only homes in the panels, and previous increases to the number of panel homes.

“This new agreement builds on our partnership, provides continuity and delivers even greater accountability. And with the additional OzTAM and Regional TAM panel homes, Australia will become the world’s largest per capita people metered market.”

Nielsen’s Head of TV Audience Measurement, David Ellem, said the entire team at Nielsen are thrilled to be continuing this relationship with the TV industry and are ready for this next chapter of cutting-edge television audience measurement.

“The Nielsen team have worked hard to deliver the TV industry an impeccable record of exceptional standards of service. The relationship with OzTAM is built on quality, expertise and independence. As OzTAM’s service evolves, Nielsen is there for them every step of the way,” said Mr Ellem.

Mr Peiffer added the additional panel homes would further refine OzTAM ratings estimates as Australia’s population grows and people continue to spread their viewing across new channels.

The new agreement also gives OzTAM flexibility to expand its ‘iPanel’, which is separate to the actual television ratings panels and used to test how households respond to new technologies.

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Fantastic. Now time to move to a national system

@TV.Cynic
Why do programs outside of 6pm-12am, make the overnight Top 20 list?

(e.g.) Ten News, B&B, The Chase, etc.

Or in terms of major ratings, the AFL Grand Final of Melbourne Cup.

Am I correct by thinking, these programs DON’T contribute to share (%) though?

Yes - the top 20 is for any program shown on the day before 2am but the % shares published are for the traditional “prime-time” 1800-2400.

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Story on whether the networks will or won’t include the Olympic fortnight in their yearly ratings figures.

Well of course seven would use the Olympics to make their shares look better. But of course advertisers are going to want them to exclude them to get a better picture of what to expect next year.

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@TV.Cynic
In regards to RegionalTAM (regional ratings), is regional South Australia (Port Augusta & Broken Hill and/or Mt Gambier & Riverland) measured?

I have a feeling they’re not.

Where as Tasmania & regional WA are.

No ratings are estimated for those areas. Also most of remote Australia (eg Mt Isa) plus NT.

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