MEDIJSKA MJERENJA I ISTRAŽIVANJA ZAGREB 2015 FINANCIAL ASPECTS OF TV JOINT INDUSTRY COMMITTEES (JICs) Christopher O’Hearn General Manager, Emirates Media Measurement and Project Director, 3M3A
MEDIJSKA MJERENJA I ISTRAŽIVANJA ZAGREB 2015
FINANCIAL ASPECTS OF TVJOINT INDUSTRY COMMITTEES (JICs)
Christopher O’HearnGeneral Manager, Emirates Media Measurement
and Project Director, 3M3A
CHANGE
Building a JIC is a change process
Build coalitionWHO
Create VisionWHAT
Establish CaseWHY
CommunicateCLARITY
Enable Action, Clear
ObstaclesHOW
Score GoalsWINS
Sustain Change
CONTINUE
Cement Change
END STATE
Create a stakeholder body or JIC, whether formal or informal
• Legal structure, business plan, operations
Determine a general specification and options for an audience measurement system
Pilot and testing by interested vendor(s)
Tender, contract award and negotiation
Project implementation (including establishment survey)
Technical testing and signoff
This journey may be two years
The Roadmap
Classic JIC StructureOwners’
Board
TAM Brand
Operator
JIC – Joint Industry Committee of owners and shareholders provide
board level management and funding
‘Public’ entity to sell data, manage operator and represent to industry
Contracted to manage panel and produce data.
Industry Board & Technical Committee
Media, agencies, clients, govt, for support and
consultation
Industry Clients
No direct relationship between clients and
operator
TAM Governance TypesJIC – Joint Industry Committee
• Formal entity with representatives of broadcasters and agencies, sometimes advertisers
• “The principle of Effective Industry Consultation is inherent to a JIC”
• Ensures user/customer-led methods and access
MOC – Media Owners Committee• Typically broadcasters who guarantee funding and draw up
specifications• Agencies and advertisers play consultative or technical roles
Owned Service• Operator or research agency runs the system
• Usually with some certainty of market support and non-competition
Source: GGTAM
• Effective Industry Consultation
• Meeting total market needs
• Full disclosure• Fair and open access
Some Basic Principles
(Source: Japan Audience Measurement Report; Syfret & Ruud for CASBAA; 2013)
Typically $2000-2500 per HH p.a. i.e. $2m per year
Cost of TAMCountry Universe Homes Panel HHs Panellists Ratio
Norway 4.6m 2.1m 1060 2,300 1:2000
Czech Republic
9.9m 4.1m 1850 4,500 1:2200
Finland 5.1m 2.2m 1100 2,550 1:2000
UAE 6.0m 1.8m 850 2,800 1:2100
Sth Korea 46.2m 17.3m 4320 11,500 1:4000
UK 57.6m 26.5m 5800 12,600 1:4600
Croatia 4.5m 2m 980 @ 2.3/HH
2,250 1:2000
Case for growth – introduction of electronic TAM in Pakistan 2007
2000 2007 2015
No. of TV Channels 2 23 42
TV Ad Spend (USD Mill) 50 150 400
3M3A Survey for ABC17 Countries
AustraliaCanada
Czech RepublicFinlandFrance
GermanyIndia
IrelandLebanon
NetherlandsNorwayPakistanRomaniaSweden
SwitzerlandUAE
United Kingdom
We asked about…• Media coverage• Type of entity• Age and Size• Ownership• Source of funding• Division of funding• Technical committee• Control• AuditingAdditional Information: Japan Audience Measurement Report; Syfret & Ruud for CASBAA; 2013
Types of Entity
JICS (or TRCs)UK
SwedenNetherlands
CanadaLebanonIrelandCzechFrance
SwitzerlandIndia
RomaniaGermany
UAEHong Kong*
Italy*Sth Africa*
* = Source: JAMR Report; Syfret & Ruud, 2013
MOCsAustraliaNorway
Philippines*
Owned System FinlandPakistanJapan*
Malaysia*Poland*Russia*
South Korea*Spain*Taiwan*
Thailand*US*
16
11
3
JICs tend to be European but there is no single model
Coverage & Structure
17
4
4
Years20+
710-20 5-10 5
Size20+
610-20 3-10 8
OwnershipAll media, agencies10Principal media
3Industry bodies
2Suppliers
2
Industry bodies tend to represent non-broadcasters i.e. agencies and
to a lesser extent advertisers
Finance by Owners
76%
Average Amount of Owner Funding
Wholly/Mainly owner funded11
Partly owner funded3
Broadcaster Funding
Market Share7
Fixed or Flat4
AUS, FIN, CZE, UAE
Agency FundingMarket Share
2
Fixed or Flat3
Industry Body2Establishing a JIC requires a long-term
commitment for owners to underwrite
Finance by Subscription
56%Subscription
Average
More than 50% subscription2
50% or less3
Broadcaster Subscription
Viewing Share 5
Ad Share2
Agency Subscription
Market Share 5
Fixed or Flat 4Advertisers (Fixed)
5
• Excludes OS (2) which are wholly market funded
Subscription revenue tends to be supplementary
GovernanceAll had a general technical committee or advisory
group• Including Owned Services
Control and Decision Making• Rests with owners (16)
except in Ireland• Wider groups shared
control in 3 cases (Ger, Leb, Ire)• 16 included broadcasters, only Lebanon excluded them
• 12 included agencies• Norway, Pakistan, Czech did
not include agencies• Switzerland and UAE
included external advisors• 9 included advertisers• 1 (India) included a regulator
Auditing is a mixed picture• 10 had external audit• 6 had a mix of external
and internal• The UK has a permanent
audit function
Audit Frequency• 10 ongoing or continuous
(incl UK)• 3 regular longer than
annual• 4 occasional
Conclusions
There may be no right, but there is no wrong !
European countries have gravitated to JICs
The market expects owners, mostly media players, to bear
70-80% of costs over the life of the system
Advertisers are unlikely to be directly involved
Management of all stakeholders is essential
There is no single universal model for TAM or even JICs
Agency involvement and contribution is highly localised
Christopher O’Hearn
www.tview.ae
+971 52 983 0803
+44 7980 300 951
www.3m3a.com
November 17, 2015