TV Measurement
People Meters, an ABG initiative:
Background
The GCC has remained one of the regions in the world without any reliable form of TV viewership measurement system. This, considering the significant amount of money spent here, is clearly unacceptable.
The continued investment into the region over recent years has led to some of the highest inflation in the world, with no indication of return and little understanding of media or marketing needs or structures.
Recognizing the need to kick-start the many schemes that have been tried before, the ABG approached the Media owners and MBU's with the aim of driving the People Meter project through. The two issues which were identified and agreed upon for measurement were what channels are being watched and who is watching them.
Sound track is one of the most modern techniques used to measure the channels being watched. This can be done by using an Audio Matching device which is set up at the respondent's home. The device can measure all TV channels and the total viewing time through the digital samples of TV sound which are saved in the device. The samples are then compared by the research company to the central recordings of all participating channels to identify which channels are being watched.
Another technique is Watermarking, which is when TV channels inject a silent code that contains the name, code of the channel and a time stamp into the audio stream. The device at the respondent's home receives this code and stores it for the research company to review.
The second factor to be unravelled is who is watching those channels. Technologies such as the Fixed and Portable Meter can help identify the viewers' demographics. The Fixed Meter is a simple technique using a remote control that holds a button with the demographics of every member at home. All the member needs to do is just press his or her button to confirm that he or she is going to watch TV or is leaving the room.
On the other hand, the Portable Meter is a more sophisticated method to identify the viewers of certain channels or programs. As the term 'portable' meter states, it's a portable device that must be worn by the individual throughout the day. The device then receives audio or coded signals from the TV set that is within hearing distance.
The position of the ABG is to continue to drive this project forward in a fully transparent way, to deliver a solution that is acceptable to all, working with an internationally recognised company to bring true measurement of investment to the region. The aim is to deliver a solution through one company across the region, to deliver regional capability to advertisers and a better understanding of the regional demographics and regional differences. Advertisers will then be better able to market to a more diverse audience.
Update
The TRA (Telecommunications Regulatory Authority) of the United Arab Emirates announced recently the appointment of Kantar Media to provide "People Meter" TV audience data in the UAE. The project is currently transitioning from being the responsibility of a TRA-appointed steering committee to coming under the control of a new entity, Emirates Media Measurement Company Pvt. J.S.C. ("EMMC"). It is hoped that the transition will be swift and that first audience data will be available during 2011.
To ensure transparency and industry-wide engagement in this long-awaited project, the TRA has offered three non-voting positions on the EMMC board, to provide representation of:
- Multinational Advertisers via a representative of the Advertisers Business Group, to be chosen by the ABG from its board members. In the first instance the ABG will be represented by Unilever's David Porter.
- Media Agencies (selection process to be confirmed).
- Local Advertisers (selection process to be confirmed).
The ABG welcomes this initiative, which is the product of a long consultation process in which the ABG and its members played a significant role. We are committed to improving the quality of audience data in the region and see the EMMC project as a potential step-change in the right direction. As some commentators have already noted, the success of this project will hinge on providing credible audience data for all leading stations in the UAE (http://www.thenational.ae/news/uae-news/technology/calls-for-transparency-with-tv-audience-people-meters). So we encourage all our members to take an active interest in this work. In particular we urge our members to ensure that their media agency plays a full and collaborative role in the new operation, collectively via the EMMC board and especially in becoming active members of the Technical Committee, which will be formed shortly.
We will keep members updated as the project develops, via the ABG website.
May 1st 2011
The UAE people meter project “TV View” continues to develop, with the completion of the Preliminary Establishment Survey. Copies of the survey are available for the private consumption of ABG members. If you would like a copy please contact Debbie Cook at debbie.cook@advertisersbusinessgroup.com, requesting a copy of “tview - ES Preliminary Analyses Report_v1.1.pdf” by 18th May.
For more information contact:
David Porter
david.porter@unilever.com
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