3.14 X AXIS 6.65 BASE MARGIN 5.95 TOP MARGIN 4.52 CHART TOP 11.90 LEFT MARGIN 11.90 RIGHT MARGIN DStv-i Africa: Taking Return Path Measurement to new Frontiers.
Post on 31-Mar-2015
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DStv-i Africa: Taking Return Path Measurement to new Frontiers
ByBrenda Wortley Director-Strategy & Research, DStv Media Sales, South Africa
© 2010 Kantar Media
The panel of households is balanced according to BouquetsA specially modified
decoder and modem is installed in the household which allows for data collection
DStv subscriber Households are recruited and key demographics are collected
STB viewing data (based on button pressing on the remote control) is stored on the Set Top Box (STB Decoder)
STB viewing data is collected via a local cellular network provider and households data is sent to Multichoice daily
What is DStv-i?
Why Return Path Data (RPD)
Return Path Data (RPD) measurement has been recognized globally as a cost effective solution to measuring digital viewership
Simplified direct system
No active participation
or managemen
t
No need for paper
diaries
Existing RPD Services around the world
Q3 2010 5 000
BSkyB Jan-06 33 000
Oceanic Time Warner
Dec-04 200 000
Charter Communications
Jan-07305000 (Los Angeles)
DIRECTV Jan-07 1m
DIRECTV Jan-09 100 000
Foxtel/Austar Q4 2010 10 000
Sky TV Jan-07 6 500
SA
AU
S
US
A
NZ
UK
Our Objectives for DStv-i
© 2010 Kantar Media
A more cost effective solution to audience measurement
Larger sample sizes to address Audience fragmentation
Real time audience measurement
Eliminate the need for paper diaries
Provide important measurement to advertisers
Establish a Pan African Universal metric to measure channel performance
POC Panel Set-up/Roll Out Future
KenyaNov – 12800
Namibia
NigeriaDec– 12800
Botswana
Jan 13AngolaMay– 13 Zambia
Roll Out Plan
8
HouseholdType
MainLanguage
OtherLanguagesReligion Race Household
Income
SA Zambia Bots NamibiaNigeria Kenya Ghana Uganda
Construction of data output: utopia
W7 IS7
Common Demographics for comparative analysisGender Age Household sizeShopping responsibility Primary caregiver
Common Channels
Africa MagicSuperSport 1Studio UniversalMTVChannel O
Specific Content/ Language
Separate study to be conducted between Phase 1 & 2 to establish these
Specific cells per country
Cultural specific demographics
Common Currency Calculator
ViewerExperience
Cities/Province
Packages
Segmentation?LSM?BehaviourIndicator?
How can DStv-i be used?
PlatformAdvertisers,
Agencies
Channel Suppliers,
Schedulers,Content
Producers
Some Challenges – any others?
Identifying the network providers in each market who are able to deliver on the panel polling requirements
Power outages are a key challenge
Monthly cash payments by subscribers
Understanding the nuances that exist in each market particularly when formulating the recruitment questionnaires – it is evident that not ‘one size fits all (CATI, CAPI, paper)
Heavy traffic, affecting the rate of installations
Household structures and details are not always fully captured in the subscriber database.
Different swap-out and activation procedures in each country
RPD vs Meter DataSA example
Source: Infosys+, Monday 13 August 2012Household data, excluding guests
% T
VR
Monday-Friday TVRs for Households
Source: Infosys+, 31st July-19th August. Based on Head of House only for Kenya and South Africa.
Central Africa Time
Saturday-Sunday TVRs for Households
Source: Infosys+, 31st July-19th August. Based on Head of House only for Kenya and South Africa.
Central Africa Time
14
Olympic Greats
Source: SuperSport
DStv Channel Ranking Kenya Households-Week 33(Normal week)
Source: Infosys+, 13st July-19th August
DStv Channel Ranking Kenya – Week 32(Olympics)
Source: Infosys+, 31st July-12th August
17
Time Spent Viewing – South Africa vs Kenya
Source: Infosys+, 31st July-19th August. Measurement is based on Head of House only for Kenya and South Africa
South Africa KenyaAv Mins Av Hrs Av Mins Av Hrs
Mon-Fri 0600-2400 274 4.57 259 4.32
Sat-Sun 0600-2400 375 6.25 266 4.43
18
2012 Olympic Men’s 800m Final
Source: SuperSport
Olympics: Men’s 800m final
Olympics: Men’s marathon
Next Steps
Plan is to establish Nairobi and Lagos panels by November
Establish further city panels in Nigeria November 12 to March 13
Review and validate the data October 12 to March 13
Report on the data from April 13
1. 2. 3. 4.
The future of Audience Measurement for Africa
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