TAM 2018 - Basic Training Deck

NIELSEN
TELEVISION
AUDIENCE
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
MEASUREMENT
TRAINING GUIDE
Media Client Service PH

Copyright © 2017 The Nielsen Company. Confidential and proprietary. 1
TAM 7 STEPS
2
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.
With a yearly update, ES also serves as a check on the panel’s “representativeness.”
Information obtained via the ES are:

• family composition
• socio-economic indicators
• socio-demographic indicators
• TV equipment characteristics
• general indicators of viewing.
3
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.
4
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.
Information obtained via the meters are:

• time and length of viewing
• the person/s viewing
• the stations viewed
5
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.
6
5. DATA PRODUCTION, QUALITY CONTROL, &
VALIDATION
Nielsen TV Audience Measurement’s proprietary production software is called
Pollux - Polling under Linux.
Pollux keeps the following information:
• Family and individual demographics

• TV equipment (e.g. TV, video games) and characteristics

• Viewing environment (e.g. the TV stations)
Pollux is in charge of polling the data from the meters and overseeing the data production process
and the quality control and validation.
7
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.
Information that obtained from the TelePad include the following:

• program titles
• spot commercial version descriptions
• start and end time
8
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.
The complete TAM data is analyzed through Arianna.
Arianna is Nielsen TAM’s proprietary family of analysis tools.
Nielsen TAM has years of experience in developing its own analysis tools. Nielsen TAM has a team
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.
10
SERVICE COVERAGE
11
3,500 panel homes
representing 19.2 M TV Households
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
*based on 2018 population estimates and 2017 ES

12
2,000 panel homes
Representing 10 M TV Households
TOTAL LUZON
Mega Manila: Balance Luzon:

6 M TV Households 1.2 M TV Households
1,200 panel homes 240 Panel Homes
Visayas: Mindanao:
1.3 M TV Households 1.5 M TV Households
260 panel homes 300 panel homes
*based on 2018 population estimates and 2017 ES 13

1,500 panel homes
Luzon: Visayas: Mindanao:

5.5 M TV Households 2.3 M TV Households 1.4 M TV Households
890 Panel Homes 380 panel homes 230 panel homes

1,200 Panel Homes
representing 6 M TV Households
Metro Manila
17 Cities and Municipality
Suburbs
+
Urban areas of Bulacan, Rizal, Laguna, Cavite,
Batangas and Pampanga
*based on 2018 population estimates and 2017 ES

15
Metro Dagupan
1,030 Panel Homes
Metro Naga
Mega Manila + 8 Metro Cities in defined
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
DEFINITION OF TARGETS
17
TYPES OF DATA
HOUSEHOLDS
Total Households – the estimated* number of homes within the defined area
equipped with at least one working TV set.
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
18
SOCIO ECO CLASS GROUPING
MEGATAM PANEL
AB, C1, C2, DE
NEW for 2018: AB, C1, C2, D1, D2, D3, E1, E2
NUTAM & MCTAM PANEL
ABC1, C2, DE
NEW for 2018: AB, C1, C2, D1, D2, D3, E1, E2
19
HOUSEHOLDS DATA
 HOUSEHOLD SIZE
 PRESENCE OF CHILDREN (AGED 0-12): Yes/No
 PRESENCE OF CABLE: Yes/No
 CABLE SERVICE PROVIDER: Sky/Destiny/Others/Cignal/Cable Link/G-SAT

 CLAIMED VIEWING HOURS: Light/Medium/Heavy
 PRESENCE OF EXTENDED FAMILY MEMBERS: Yes/No
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
20
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+
 GENDER: Females / Males
 HOUSEHOLD HEAD: the “declared head of the family” regardless of whether he or

she is the one providing financially for the family
 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
 DECISION MAKER: a family member who decides on major household purchases
21
INDIVIDUALS DATA
 EDUCATION: Primary / Secondary / University / Vocational / Post-Grad / No Schooling
 WORKING CLASS: a family member aged 16+ who is employed / earning
 MARITAL STATUS: Single / Married / Separated / Divorced / Widowed
 MOTHER: Can be lumped together with Children 0-2, Children 3-6, and Children 7-12
 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
22
INTRODUCTION TO ARIANNA
23
Arianna combines the different areas of TV ratings data analysis into a
powerful tool able to process and integrate information with flexibility and ease:
VIEWING BEHAVIOUR
POST EVALUATION
FORECASTING, PLANNING AND OPTIMIZATION
24
Manager
Outbar
Environment
Workspace
Manager
ARIANNA SOFTWARE
25
HOW TO USE ARIANNA
Step 1. Select
Arianna
Step 2. Select Environment
Arianna Module
26
HOW TO USE ARIANNA
Step 3. Fill in
Arianna report
parameters
Step 4. Run
Arianna Report
27
VIEWING BEHAVIOR | VARIABLES
28
TV UNIVERSE
Sum of the weights of the individuals composing the target of reference.
83,300,000
people in homes with TV sets in

PHINTAM in 2018.
29
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
4,891,521
AMR
83,300,000
= 5.72 AMR%
TV UNIVERSE
30
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
14,452,512
RCH
83,300,000
= 17.35 RCH%
TV UNIVERSE
31
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
4,768,677
AMR of ASAP
12,853,916
= 38.2 SHR%
AMR of TTV
32
ADH (ADHESION)
Represents the weight of the selected target on total viewing.
Majority of ASAP’s viewers on July 1, 2018 are from the D1 class.

0.02%
2%
4% 4%
AB
9%
C1
30% C2
14% D1
D2
D3
E1
E2
37%
33
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
6.11% AMR
Among D1
= 107 AFF of Program A
5.72% AMR towards DE
Among Total
34
VIEWING BEHAVIOR | MODULES
35
DAYPARTS
• Used to investigate the performance of specific timebands.
• Answers the question:
 Which is the best performing daypart for a specific channel?
36
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?
37
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?
38
VIEWING BEHAVIOR (VB) ANALYSIS
Analyses of channel and program performance across user-defined periods.
Channel Performance Analyses

- Audience Shares
- Audience Profile
- Channel Ratings and Rankings
- Channel Reach/Penetration
Program Performance
- Top Programs
- Audience Profile
-Program schedule
Reach and Frequency Media Campaign
Planning
-Pre-plan R&F
39
VIEWING BEHAVIOR | EVENT STRUCTURE
40
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)
 Entertainment (movies, tv-movie, series, musical, variety shows, gameshows,

lottery, quiz shows, specials, others)
 Sports (events and specials)
– it may be scheduled or unscheduled
– usually lasts a minimum of 1 minute
41
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
FEATURED PROGRAM - a program within a Container Program, level 2

program
TECHNICAL PROBLEM - any event characterized by station logo, program
logo or title, blue screen, black screen, static reception, brownouts
42
EVENT TYPES
Partial – Part of a program created by breaks
Break – a TV event that broadcasts TVCs and other station reminders

Gross – the combination of all partials & breaks of a programme
Net – the combination of all the partials of a programme
Simple – programmes without breaks
43
EVENT TYPE & LEVEL INTERACTIONS
44
EVENT TYPE & LEVEL INTERACTIONS
45
POST EVALUATION | VARIABLES
46
BASIC VARIABLES
Insertions = number of TV spots / commercials
Investment = TV Advertising Expenditure (based on published rate cards)
Duration = length of the materials or commercials aired on TV (e.g. 15s, 30s, 45s)
Brand Brand A
Dates Week 14 (April 5-11, 2015)
Insertions 212
Investment (PhP) 392,415,684
Duration
15s 171
30s 41
47
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
executions in 2017.
48
OTS (Opportunities To See)
The average number of times that a target audience watched the TV spot.
On the average, an individual watched
3 out of the 41
of Jollibee’s “Vow” ads that aired within
Week 7 of 2017.
49
GROSS RATING POINT (GRP)
Equals RCH x FREQUENCY or the sum of the ratings in which the spots were aired.
Jollibee’s “Vow” ads that aired

within Week 7 of 2017 garnered a total of
169.30% GRP
50
POST EVALUATION | MODULES
51
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?
52
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?
53
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?
54
Copyright © 2017 The Nielsen Company. Confidential and proprietary. 55

TAM 2018 - Basic Training Deck

Hochgeladen von

Dokumentinformationen

Originaltitel

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

TAM 2018 - Basic Training Deck

Hochgeladen von

Copyright:

Verfügbare Formate

NIELSEN

Media Client Service PH

With a yearly update, ES also serves as a check on the panel’s “representativeness.”

Information obtained via the ES are:

Information obtained via the meters are:

Pollux keeps the following information:

• Family and individual demographics

• TV equipment (e.g. TV, video games) and characteristics

Information that obtained from the TelePad include the following:

The complete TAM data is analyzed through Arianna.

Arianna is Nielsen TAM’s proprietary family of analysis tools.

*based on 2018 population estimates and 2017 ES

Mega Manila: Balance Luzon:

*based on 2018 population estimates and 2017 ES 13

Luzon: Visayas: Mindanao:

*based on 2018 population estimates and 2017 ES 14

*based on 2018 population estimates and 2017 ES

NUTAM & MCTAM PANEL

 PRESENCE OF CHILDREN (AGED 0-12): Yes/No

 PRESENCE OF CABLE: Yes/No

 CABLE SERVICE PROVIDER: Sky/Destiny/Others/Cignal/Cable Link/G-SAT

 CLAIMED VIEWING HOURS: Light/Medium/Heavy

 PRESENCE OF EXTENDED FAMILY MEMBERS: Yes/No

 GENDER: Females / Males

 HOUSEHOLD HEAD: the “declared head of the family” regardless of whether he or

she is the one providing financially for the family

 DECISION MAKER: a family member who decides on major household purchases

 WORKING CLASS: a family member aged 16+ who is employed / earning

 MARITAL STATUS: Single / Married / Separated / Divorced / Widowed

VIEWING BEHAVIOR | VARIABLES

people in homes with TV sets in

Majority of ASAP’s viewers on July 1, 2018 are from the D1 class.

VIEWING BEHAVIOR | MODULES

Channel Performance Analyses

VIEWING BEHAVIOR | EVENT STRUCTURE

 Entertainment (movies, tv-movie, series, musical, variety shows, gameshows,

FEATURED PROGRAM - a program within a Container Program, level 2

Partial – Part of a program created by breaks

Break – a TV event that broadcasts TVCs and other station reminders

Gross – the combination of all partials & breaks of a programme

Net – the combination of all the partials of a programme

Simple – programmes without breaks

EVENT TYPE & LEVEL INTERACTIONS

EVENT TYPE & LEVEL INTERACTIONS

POST EVALUATION | VARIABLES

Investment = TV Advertising Expenditure (based on published rate cards)

On the average, an individual watched

Jollibee’s “Vow” ads that aired

POST EVALUATION | MODULES

Copyright © 2017 The Nielsen Company. Confidential and proprietary. 55

Das könnte Ihnen auch gefallen