The way to total TV Audience Measurement and Streaming TV Bas de Vos Managing Director SKO MMS Seminar 2008.

The way to total TV Audience Measurement

and

Streaming TV

Bas de VosManaging Director SKOMMS Seminar 2008

MMS Seminar 2008

Agenda

• Introduction to SKO – current measurement• It is a disturbing world we live in now• Chasing Rabbits?

– How to solve the quest for total TV measurement?• Chasing satellites!

– The Dutch Strategy– Streaming TV measurement

MMS Seminar 2008

First of all

Congratulations to MMS for their 15th anniversary!

As a special delivery from Holland we brought some Dutch......

Specialty!

MMS Seminar 2008

• Television audience measurement in the Netherlands

• Joint Industry Committee (JIC) – Public broadcaster (NPO)– Commercial broadcasters (SPOT)– Advertisers (BVA)– Media agencies (PMA)

MMS Seminar 2008

TV audience measurement

• Executing research agencies

– Establishment survey, TV-panel, viewing data

– Registration and classification of broadcasts

– Measurement of TV streams

ratings

streams

MMS Seminar 2008

Basic facts Dutch TAM

7.1 million households

6.000 households

>60% response

TV in 97.9% of all households

Population 6+ 14.9 million

1.245 households

2.900 individuals

Regional oversampling

Including guests

MMS Seminar 2008

Basic facts meter

People meter

Taris 5000 since 2002

Active registration viewing behaviour (remote)

Includes guest, vacation and non-viewers button

Coincidental telephone interview, overlap with meter data:

– TV on = 98.8%

– TV viewing = 97.8%

– Same channel = 98.0%– During spots =

97.0%

MMS Seminar 2008

Basic facts channel identification

GPRS transmission

Daily reports (7:30 hours)

Channel detection

•Picture Matching

•Enhance Audio Matching

•VBI codes

MMS Seminar 2008

Broadcast information

456.537 programmes and 1.817.609 spots in 2007

Broadcast hours spots, programmes, jingles en promo's registered for SKO 2002-2007

Source: MediaXim

0

500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

4500000

5000000

5500000

6000000

6500000

7000000

7500000

8000000

8500000

9000000

2002 2003 2004 2005 2006 2007

Programma's Spots Promo's J ingles

Number of broadcasted spots, programmes, jingles and promo's geregistered for SKO 2002-2007

Source: MediaXim

0

500000

1000000

1500000

2000000

2500000

3000000

3500000

4000000

4500000

5000000

2002 2003 2004 2005 2006 2007

Spots Promo's J ingles Programma's

MMS Seminar 2008

Basic facts TV viewing

Daily viewing time (min.), 2005-2007Source: Eurodata TV Worldwide, SKO

0 60 120 180 240 300 360

Sweden

Denmark

Norway

Belgie (Noord)

Australia

The Netherlands

France

Germany

Portugal

Turkey

Spain

UK

Belgium (South)

Italy

Greece

USA

J apan

2005 2006 2007

Channel shares (% ), 2007.10 larger channels, 6+, 02:00 - 26:00 hours.

Source: SKO Jaarrapport 2007

NEDERLAND 123%

NEDERLAND 29%

NEDERLAND 39%

RTL417%

RTL57%

RTL76%

RTL 81%

SBS613%

TIEN4%

NET56%

VERONICA5%

MMS Seminar 2008

Basic facts Dutch advertising market

Total expenditure television

•Gross = €2,802.00 million •Net = € 851.00 million

Share of TV Gross Expenditure

•Food = 15.9%•Retail = 11.7%•Personal care = 11.6%

Source: IP Int KeyFacts 2007, SPOT Financieel Jaarverslag televisiereclame 2007

Share Gross Media Expenditure (% ), 2007.Source: IP International Key Facts Television 2007

Television, 54.4%

Daily Press, 15.7%

Radio, 9.4%

Outdoor, 4.5%

Internet, 4%

Cinema, 0.3%

Other press, 3%

Magazines, 9.0%

MMS Seminar 2008

Total net expenditure television

MMS Seminar 2008

Agenda

• Introduction to SKO – current measurement• It is a disturbing world we live in now• Chasing Rabbits?

– How to solve the quest for total TV measurement?• Chasing satellites!

– The Dutch Strategy• Streaming TV measurement

MMS Seminar 2008

Fast growth Digital Reception

1.9%

6.8%

8.2%

17.7%

39.6%

72.6%

0% 20% 40% 60% 80% 100%

% Households

Digital Internet

Digital Terrestrial(Digitenne, ether)

Digital Satellite

Digital Cable

Analogue Antenne

Digital Total

Cable

Digital TV reception Source: SKO ES 2d half 2005-1st half 2008

2008-I

2007-II

2007-I

2006-II

2006-I

2005-II

MMS Seminar 2008

The begin of the end for analogue VCR

78.0%

70.8%

69.7%

63.7%

61.3%

44.7%

41.1%

38.1%

0% 20% 40% 60% 80% 100%

2004-I I

2005-I

2005-I I

2006-I

2006-I I

2007-I

2007-I I

2008-I

Penetration VCR-, DVD-, HD-recand DVD- player

Source: SKO ES 2nd half 2004-2nd half 2007

VCR DVD player DVD recorder (without hard disk) HD (with / without DVD)

MMS Seminar 2008

• From test data in 2007 we estimated that 17% of the viewing time of VCR, HD and DVD is Time Shifted Viewing of programmes recorded previously recorded or VOD (7 days)

• This is less than 1% of the average time viewed total TV

Time shifted viewing

ATV totaal 6+ 6+ with HD-R 6+ with DVD-R 6+ with VCRTotal TV 186.3 167.2 201.4 188.4HD 1.9 14.9DVD 7.1 12.5VCR 2.7 3.8

MMS Seminar 2008

Broadband in almost 84% of households with Internet access

Sort I nternet access Bron: SKO ES 2007

Cable38.9%

Analogue line/modem

8.2%

ISDN3.2% ADSL line

45.2%

MMS Seminar 2008

TV viewing through Internet

0.3%

4.9%

7.7%

0.5%

8.8%

12.1%

1.4%

12.7%

17.0%

0% 10% 20% 30%

% (Head of) households

2005

2006

2007

Source: SKO ES 2005-2007

Watches TV throughthe Internet

Watches TV throughthe Internet usingMedia Player

IPTV

MMS Seminar 2008

1st half 2008

26% of the households watches streams of TV programmes through the internetFrom which:– 86% On demand streams– 11% Live streams

MMS Seminar 2008

Increasing supply VOD

• Set-top Box distribution:Start Over, Look Back, Season Pass

• Internet distribution:iTunes, 4od, BCC iPlayer, You Tube, Joost

MMS Seminar 2008

16% of all visits involves streaming

Number of visits – visits containing streams NPO, RTL and SBS domains.

Visits

(* 1000) Visits including streams

(* 1000)

Percentage of visits including streams (% )

Domain Feb-07 Feb-08 Feb-08 Feb-08

NPO 53,951 85,214 15,462 18.1%

RTL 10,881 16,066 1,242 7.7%

SBS 2,316 3,042 363 11.9%

Average 22,383 34,774 5,689 16.4%

Number of pages views – streams requests NPO, RTL and SBS domains.

Page views (* 1000) Page views including

streams (* 1000)

Percentage of page views including streams (% )

Domain Feb-07 Feb-08 Feb-08 Feb-08

NPO - 480,136 41,446 8.6%

RTL - 64,717 2,963 4.6%

SBS - 20,863 4,636 22.2%

Average 188,572 16,348 8.7%

Source: STIR Webmeter™, Stichting Internet Reclame

MMS Seminar 2008

Chasing Rabbits?

MMS Seminar 2008

Agenda

• Introduction to SKO – current measurement• It is a disturbing world we live in now• Chasing Rabbits?

– How to solve the quest for total TV measurement?• Chasing satellites!

– The Dutch Strategy– Streaming TV measurement

MMS Seminar 2008

Chasing Satellites : SKO 2.0

Common Currency

SKO-

EPG

SKO-

Digital

SKO-

???

SKO-

???

SKO-

???

SKO-

VOD

SKO-

Streaming

SKO-

Bars

Time

shifted

Guests

Viewing

MMS Seminar 2008

SKO Projects

• TSV in Common Currency

•SKO Streaming

• Test with Portable Meter

•SKO Piot Digital

•SKO STB-information

SKO Streaming

Measuring online TV-content viewing

MMS Seminar 2008

• Comprehensively

• Transparently

• Independently

Reporting new online TV audiences

MMS Seminar 2008

Single, authoritative source

• Comparable and useful results

• Approved TV audience measurement standards applied to stream measurement

• No currency- We start by combining number of streams requests with regular television ratings in the same report

MMS Seminar 2008

Financial model

• SKO has a contract for all channels with Nedstat

• Including non-clients!

• No extra costs for broadcasters

• Audit by Nedstat for correct implementation

MMS Seminar 2008

Panel vs. Server-based pixel measurement

• Using the current SKO TV panel is too intrusive

• TV panel (2.900 members) might be too small to provide a sufficient number of individual stream requests

• STIR, has an online panel (8.000 members)

• Discussion STIR on how to move on towards the future

MMS Seminar 2008

Which streams to measure?

Online streams:

1. Live and parallel to TV broadcasts

2. Live and online-only

3. Programmes previously broadcast on TV

4. Micro chunks of programmes previously broadcast on TV

5. Extra programme-related material, online-only

6. Themathic channels that also broadcast on TV

MMS Seminar 2008

Live stream paralel to tv broadcast

MMS Seminar 2008

Which streams to measure?

Online streams:

1. Live and parallel to TV broadcasts

2. Live and online-only

3. Programmes previously broadcast on TV

4. Micro chunks of programmes previously broadcast on TV

5. Extra programme-related material, online-only

6. Themathic channels that also broadcast on TV

MMS Seminar 2008

Previously broadcasted on television

MMS Seminar 2008

Which streams to measure?

Online streams:

1. Live and parallel to TV broadcasts

2. Live and online-only

3. Programmes previously broadcast on TV

4. Micro chunks of programmes previously broadcast on TV

5. Extra programme-related material, online-only

6. Themathic channels that also broadcast on TV

MMS Seminar 2008

Micro chunks

MMS Seminar 2008

Which streams to measure?

Online streams:

1. Live and parallel to TV broadcasts

2. Live and online-only

3. Programmes previously broadcast on TV

4. Micro chunks of programmes previously broadcast on TV

5. Extra programme-related material, online-only

6. Themathic channels that also broadcast on TV

MMS Seminar 2008

Online only

MMS Seminar 2008

Which streams to measure?

Online streams:

1. Live and parallel to TV broadcasts

2. Live and online-only

3. Programmes previously broadcast on TV

4. Micro chunks of programmes previously broadcast on TV

5. Extra programme-related material, online-only

6. Themathic channels that also broadcast on TV

MMS Seminar 2008

Extra material, online only

MMS Seminar 2008

Which streams to measure?

Online streams:

1. Live and parallel to TV broadcasts

2. Live and online-only

3. Programmes previously broadcast on TV

4. Micro chunks of programmes previously broadcast on TV

5. Extra programme-related material, online-only

6. Themathic channels that also broadcast on TV

MMS Seminar 2008

Thematic channels

Politiek 24 uur

MMS Seminar 2008

Project set-up

Number ofrequests per stream

Matching stream and broadcast info

File including tv ratings

Programme report: tv ratings +number of requested streams

Report onwww.kijkonderzoek.nl

MMS Seminar 2008

Stream Sense TM : online video analytics

MMS Seminar 2008

Stream Sense TM : Online video analytics

•Measures third party streams

•Easy reporting

•Easy implementation

•Live statistics

•Accurate measurements

•Independent party

•Knows exactly what clip part is seen

•Click behavior before, during and after programmes

•Click behavior during advertising messages

• Browser based measurement

MMS Seminar 2008

Logical issue: match TV stream – TV programme

Matching identifiers

· Programme title

· Programme identifier

· Date of broadcast

· Channel code

· Type of broadcast

· Start time of the programme

MMS Seminar 2008

Matching application user interface

MMS Seminar 2008

First results

MMS Seminar 2008

Daily SKO Streaming report

Top 10 Stream starts TV-programmes, all day(02-26 hours). Tuesday 9 Sept 2008

SKO Streams measures total number of stream starts up to 6 days after broadcast.

Broadcasating information

SKO Streams* Common Currency

Kijkonderzoek

Pos Date Time Title Channel

nStreams Ratings% 6+

Viewers 6+

1 9/9/2008 2000 GOEDE TI JDEN SLECHTE TI JDEN RTL4 99.159 6.9 1.026.000

2 9/9/2008 1900 ONM Ned3 25.407 1.6 244.000

3 9/9/2008 1930 CAN'T BUY ME LOVE RTL5 22.576 1.5 227.000

4 9/9/2008 1812 SPANGAS Ned3 16.458 1.7 262.000

5 9/9/2008 2130 HERRIE AAN DE HORIZON RTL4 13.413 6.2 924.000

6 9/9/2008 2031 UITSTEL VAN EXECUTIE RTL4 9.970 6.7 1.008.000

7 9/9/2008 2030 PUBERRUIL XL Ned3 9.662 1.8 265.000

8 9/9/2008 2255 ZAL J E MAAR GEBEUREN Ned2 9.438 1.7 254.000

9 9/9/2008 2306 PAUW & WITTEMAN Ned1 9.362 4.8 718.000

10 9/9/2008 2219 NOVA/DEN HAAG VANDAAG Ned2

7.988

4.1 617.000

Source: SKO KijkOnderzoek Source: SKO Streaming

Source: SKO KijkOnderzoek

MMS Seminar 2008

Monthly SKO Streaming report

Top 10 Stream starts TV-programmes, all day(02-26 hours). September 2008

SKO Streams measures total number of stream starts up to 6 days after broadcast. On- demand streams. Micro-chunks excluded.

Broadcasating information

SKO Streams* Common Currency

Kijkonderzoek

Pos Date Day Title Channel

nStreams Ratings% 6+

Viewers 6+

1 9-9-2008 Tue GOEDE TI JDEN SLECHTE TI JDEN RTL4 99.159 6,9 1.026.000

2 19-9-2008 Fri LAMA'S Ned3 83.758 7,4 1.114.000

3 25-9-2008 Thur SO YOU THINK YOU CAN DANCE RTL5 55.773 3,2 481.000

4 20-9-2008 Sat MOOI WEER DE LEEUW Ned1 50.810 12,1 1.815.000

5 7-9-2008 Sun TRY BEFORE YOU DIE Ned3 41.160 3,1 466.000

6 12-9-2008 Fri CAN'T BUY ME LOVE RTL5 40.136 1,7 260.000

7 6-9-2008 Sat FREE KEMPI Ned3 38.620 1,0 157.000

8 22-9-2008 Mon FLIKKEN MAASTRICHT Ned1 38.079 7,4 1.111.000

9 21-9-2008 Sun OP ZOEK NAAR JOSEPH Ned1 36.701 8,9 1.340.000

10 1-9-2008 Mon ONM Ned3

36.204

2,1 320.000

Source: SKO KijkOnderzoek Source: SKO Streaming

Source: SKO KijkOnderzoek

MMS Seminar 2008

Monthly SKO TSV report

Top 10 TSV-programmes 6+, all day (02-26 hours). September 2008

Broadcasating information

Time Shifted Vieweing

Kijkonderzoek

Pos Date Day Title Channel Ratings% 6+ Viewers 6+ TS Share %

1 9-9-2008 Tue GOEDE TI JDEN SLECHTE TI J DEN RTL4 1,0 155.000 15.1

2 14-9-2008 Sun EXPEDITIE ROBINSON RTL5 0,8 118.000 16.8

3 22-9-2008 Mon FLI KKEN MAASTRI CHT Ned1 0,5 81.000 7.3

4 10-9-2008 Wed SILENT WITNESS Ned1 0,5 80.000 10.2

5 8-9-2008 Mon BOLD AND THE BEAUTIFUL SBS 6 0,5 75.000 25.4

6 7-9-2008 Sun GOOISCHE VROUWEN RTL4 0,5 75.000 5.6

7 19-9-2008 Fri LAMA'S Ned3 0,5 74.000 6.6

8 27-9-2008 Sat ER Ned1 0,5 68.000 16.1

9 28-9-2008 Sun GHOST WHISPERER NET 5 0,4 67.000 11.9

10 12-9-2008 Fri MOOI WEER DE LEEUW THE WARMING UP Ned3

0,4 65.000 6.6 Source: SKO KijkOnderzoek

MMS Seminar 2008

Soap ‘GTST’ Sept. 2008

0

200000

400000

600000

800000

1000000

1200000

1400000

1-9

2-9

3-9

4-9

5-9

8-9

9-9

11

-9

12

-9

15

-9

16

-9

17

-9

18

-9

19

-9

22

-9

23

-9

24

-9

25

-9

26

-9

29

-9

30

-9

0

200000

400000

600000

800000

1000000

1200000

1400000

TSV Viewers Viewers Streams

MMS Seminar 2008

Summarize!

SKO StreamsBron: Stichting KijkOnderzoek

Analyse: StreamsPeriod: 01-09-087 - 30-09-08

Resultaattypen: Aantal opgevraagde streams tot en met 6 dagen na de uitzenddag (nStreams)Zender: NL 1, NL2, NL3, RTL4, RTL5, RTL7 en RTL8Datum: 16/10/2008

Zenders nStreamsNed1 1541583Ned2 632440Ned3 2646207RTL4 2041472RTL5 1284077RTL7 92678RTL8 34213Totaal 8272670

MMS Seminar 2008

What is in it for me?

• Channels• Agencies and • ‘the market’ / SKO

MMS Seminar 2008

What is in it for me?

Channels:• First real insights that go beyond two separate

departments• Focus on the TV content, not the distribution• New performance insights• Learn from the parallel with TSV

• Keep track with developments! – By monitoring we learn

MMS Seminar 2008

What is in it for me?

Agencies:- Insight in additional views for ‘in script’- Insights in what programs are popular (request for

online campaigns)- Insight in channel/program strength, next to TV

MMS Seminar 2008

Summarize!

SKO StreamsBron: Stichting KijkOnderzoek

Analyse: StreamsPeriod: 01-09-087 - 30-09-08

Resultaattypen: Aantal opgevraagde streams tot en met 6 dagen na de uitzenddag (nStreams)Zender: NL 1, NL2, NL3, RTL4, RTL5, RTL7 en RTL8Datum: 16/10/2008

Zenders nStreamsNed1 1541583Ned2 632440Ned3 2646207RTL4 2041472RTL5 1284077RTL7 92678RTL8 34213Totaal 8272670

MMS Seminar 2008

What is in it for me?

The Market / SKO:

• Keep track with developments! – By monitoring we learn and get thru insight in what

is happening. Instead of only reading ‘millions and millions of views’ in the magazines.

– When the developments show a strong growth. The demand for single source measurement will grow too.

WE NEED TO!

MMS Seminar 2008

Next steps

• More SPOT-member channels

• Micro chunks included in daily reports

• Live streams

• Measurement of stream viewing duration

MMS Seminar 2008

Measurement of viewing duration

• We already have rules on time shifted ATV!

• What are we measuring?

– Sessions

– Unique player sessions

– Buffering

– Chunks and Stream duration

– Live Streams

MMS Seminar 2008

Measurement of viewing duration

What are we measuring?

– We agree on a live test with Nedstat (November)

– Proving to the market that what we think is reported

in the new options, is really reported

(No Risk Policy!)

MMS Seminar 2008

• Panel measurement– Tests with Intomart GfK within our TAM (2009)– Test within the STIR panel (In discussion)

• Measurement of streaming spots (test 2009)– Numbers and– Harmonization!

Other issues

MMS Seminar 2008

Lessons for broadcasters

• Establishing cooperation between TV and online departments within broadcasters takes some time

• Setting up labelling of streams is a complex process

– especially when other labelling procedures have been

up and running for some time!

MMS Seminar 2008

Lessons for other JIC’s

• Discuss beforehand new industry standards for measuring and reporting

• Explain in detail to end users what is being reported

• Hold to simple but strong results

– The quality of measurement of streams is now already higher than most other traditional media use research

On the way to total TV Audience Measurement by chasing satellites,

not rabbits!

MMS Seminar 2008

Thank You!

For questions:

Bas.de.Vos@kijkonderzoek.nl