How hybrid models & social TV are changing audience measurement
The rise of technology created a whole new set of challenges for research organisations, especially in context to audience measurement. While device proliferation requires capturing audiences’ behaviour not only on traditional forms of media but also on handheld devices, on the other hand, technology brings unprecedented ways of measuring audiences.
According to Philip Jones, Regional Director, Kantar Media, despite the challenges staring at the research industry, the emergence of hybrid models, social TV and methodologies such as Return Path Data (RPD) are paving steadier routes for audience measurement.
Kantar Media’s presence across Asia Pacific markets, some of which see its services through JVs, gives insights into diverse markets including China, Vietnam, South Korea, Philippines, Singapore, Malaysia, Hong Kong, India and New Zealand among others. In some of these markets, Kantar has deployed RPD that essentially means retrieving data such as tuning, playback, VOD, fast-forward, directly from set top boxes, validating and then turning these into ratings.
RPD: Effective & Efficient
The peoplemeter service, despite argued shortfalls, has been a popular way of measuring audiences in the region. Apart from the cost challenges of the peoplemeter, it also relies on apt recruitment of the sample that complies with the requisites of recording the data.
RPD on the other hand cuts down on the cost aspect significantly. Since the data is recorded directly from the set top box, and the cost implication allows a larger sample, RPD also reports on niche and special interest channels. “We are seeing very interesting results and the difference that data from RPD is making to agencies and advertisers when they are planning the channel mix. Broadcasters, that have different kinds of channels in their stable, are also benefitting from this,” Mr Jones explained.
However, it is not just RPD that is exciting Mr Jones but the advent of newer ways of tracking viewing behavior on different devices.
The hybrid model
As two sets of data become available courtesy device proliferation, looking at the combination of the two is becoming prevalent. “You have to take different services and join it together to give your more in-depth knowledge of audience behaviour,” Mr Jones observed.
Device driven data is anonymous, at best forming audience profile and corresponding media habits. “When we take the two datasets, we take the best of both worlds. There are different ways of combining them together – sometimes fusion or other techniques to bring the data together and draw on the qualities of both,” Mr Jones explained.
From probability modeling to calibration of panel data to outline what can be expected, agencies have different ways of combining the data that comes from devices and methodologies such as RPD. Mr Jones pointed out that audience profiling and creating the right cluster is sufficient for gauging behaviour. He elaborated, “People are creatures of habit. We see similar habits geographically and SEC. While the outliers are there, the vast majority of people is not as different you would think.”
The rise of Social TV
Social TV, or the manner in which audiences engage on second screens during TV viewing, especially for content that is consumed in real time such as sports and big TV premieres or finales, is becoming interesting and important for marketers. Research agencies are also making some significant strides in this direction. Late last year Kantar Media acquired FishEye Analytics that specialises in social media monitoring, measurement and analysis, to be able to better understand the insights coming from social viewing habits.
Kantar is working on monitoring the whole range of social media that is focused on its particular clients or conversations. The agency is creating pilots and would be showing some initial data sets to its clients soon.
Addressing challenges ahead
One of the biggest challenges that continue to face research agencies is identifying and convincing people to form the right sample for data collection. Kantar’s Virtual Meters can be installed on phones allowing it to capture out of home viewing behaviour as well. But as consumers become more conscious of issues such as privacy, Kantar finds solution in being ‘upfront’.
“It is true that sample recruitment and compliance are major issues facing research agencies. TV is a communal screen, but mobile is a very personal device so the challenge is even greater in that. We explain to the people we work with that we never identify people individually. Most of the research we do is based on the premise that whoever is going into the panel is hoping to improve things, and we persuade people that not only is their privacy protected but that the process is non-intrusive and painless,” Mr Jones added.
Battling panel turnover issues, and staying steady on the tricky lines that research agencies walk today, Mr Jones is of the opinion that technology has opened many new doors today that will make enable the research industry to bring more concrete and detailed insights to marketers.
