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Valérie Morrisson, Managing Director, CESP

Jeroen Verspeek, Head of Audience Measurement, BBC

The BBC’s investment in ongoing cross-platform measurement has yielded 18 months of longitudinal passive data. This paper will share Ipsos and the BBC’s cluster analysis of cross-platform behaviour with a particular emphasis on the most progressive group.

Four media measurement bodies: BARC (India), Médiamétrie (France), Numeris (Canada) and Video Research (Japan) formed the Global Alliance for the Measurement of Media Audiences (GAMMA) earlier this year, in an effort to chart a course for the future of Video Audience Measurement.

Speakers from the Joint Audio and Video Session take questions from the floor.

This annual award of 1000 euros is presented to the conference paper that makes the best contribution to a greater understanding of Radio and its audiences. The Tony Twyman Award is generously sponsored by RSMB.

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Delegates and speakers are invited to join us for the asi Network Social drinks reception immediately after the close of the day. The reception will be held in the Primátor Restaurant on the ground floor of the InterContinental Prague Hotel, and is sponsored by Ipsos.

How can broadcasters compete in a streaming world, increasingly dominated by global players? This presentation will look at how local broadcasters can reposition for the future and look to leverage content, streaming and new business models to remain competitive and relevant for the next generation.

Lisa Heimann, EVP Corporate Research and Strategy, NBCUniversal

Streaming options are dramatically expanding as major media companies jump into the fray with compelling new offerings, some of which are composed of content they are pulling back from other established services. Meanwhile, investment in original content is accelerating to stave off these upstarts. This paper will focus on newly available data, some of which fed into the strategy guiding these decisions.

Reed Hastings, Netflix’s CEO, said recently at a major UK conference ‘nobody wants to rely on us for reporting our own figures … the right solution is for BARB to recognise our shows on their panel.’ The willingness of SVOD services to participate in industry audience measurement is something we should welcome. But are industry currencies ready to measure these services? And if so, what do we need to do differently? Drawing on work that BARB has done with Kantar and Nielsen in the last 12 months, this presentation will set out why BARB is confident about its ability to respond positively to Netflix’s expression of interest.

Speakers from this morning’s opening session will be joined by Nigel Walley of Decipher to take questions from the floor.

& a chance to network

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While addressable TV’s scale has been limited so far, it’s clear this is now changing and marketers need to acquire a deeper understanding of the emerging opportunities.

Brands and agencies require linear TV to offer more advanced targeting to meet the expectations of today’s brand marketers. Addressable allows Nielsen to move measurement away from just age/gender. This creates a connected product platform that allows for AI optimisation and uses advanced software to better place, target and measure addressable TV ads.

Speakers from this morning’s second session take questions from the floor.

Leading advertisers everywhere are demanding currency-grade measurement of commercial audiences across media. Phil will present the advertiser perspective, from the World Federation of Advertisers and from ISBA in the UK.

Speakers from this afternoon’s first session take questions from the floor.

& a chance to network

Historically, the TV industry has planned largely on audience size as the single currency. As quality metrics from digital spread to TV – like Viewability and Attention – these data sets are becoming ever-more important in the planning and optimisation process. Yan Liu reveals how viewing behaviour changes by media type, pod position, and daypart, and how Viewability and Attention data can be used to optimise TV plans and make TV dollars work harder.

Television attribution is the latest iteration of a relatively new data science marketing discipline that started in digital media measurement with Multi-Touch Attribution (MTA) – but TV hasn’t always had the kind of data to support such granular analyses. Now in the US and other markets with granular viewing data, data scientists are matching (in a privacy-compliant manner) granular TV viewing data from Set-Top Boxes and/or Smart TVs to various business outcome measures (such as website visits, online search behaviour, store visits and even sales).

In the last two years the use of advanced target data in linear TV advertising has grown significantly. A number of factors are enabling this increased shift away from traditional demographics. The next step in this journey is the inclusion of OTT inventory to reclaim some of the reach that has been lost as people’s TV consumption migrates from linear.

Kavita Vazirani, EVP Insights & Measurement, NBCUniversal

CFlight is NBCU and Sky’s innovative framework for cross-platform measurement. Kavita Vazirani and Lucy Bristowe discuss the genesis of CFlight in the US and how NBCUniversal and Sky are now realizing its vision of taking this unified, all-screen advertising measure global in the UK and beyond.

Speakers from this afternoon’s second session take questions from the floor.

Delegates and speakers are invited to join us for the asi Network Social drinks reception immediately after the close of the day. The reception will be held in the Primátor Restaurant on the ground floor of the InterContinental Prague Hotel, and is sponsored by Comscore.

 

Davide Crestani, Technical & Scientific Director, Auditel

Establishment surveys are an important methodological component of the representativeness of measurement systems and, as measurement adapts to the changes in viewing behaviours, so must establishment surveys.

Bas de Vos, Global Director, Audiences and Targeting, Media Division, Kantar

What are we learning of audiences’ viewing habits through these fast-growing TV/Video delivery forms? Bas and Hanne look at data from services in Europe and across a number of markets around the world to explore the similarities and differences and determine what’s coming next to evolve aggregate viewing to the next level.

Robert Nicklas, Senior Director, Media Measurement, GfK

A meshing of measurement sources is essential for success in building a total video currency. For any currency measure, transparency and clarity needs to be ensured.

Speakers from this morning’s opening session take questions from the floor.

& a chance to network

Without online panels or demographic big data, an original cost-effective modelling solution was developed, combining digital census, TV panel and Establishment Survey data. This provides episode level digital ratings for VOD and live viewing of TV programmes on PCs, mobiles and tablets, for any target group, offering a precision beyond what is possible with online panels of affordable sizes.

In today’s TV Audience Measurement, there is a growing need to combine data from different sources, such as one or more panels and one or more sets of census return-path-data and/or OTT TV data. This can be done with very different strategies: a) micro-modelling, i.e. the attempt to reconstruct a single-source respondent-level data set, which can directly feed into traditional TV analysis and media planning software applications; b) macro-modelling, i.e. a set of calculation rules and/or APIs that combine different data sources ‘on-the-fly’, which are used to produce aggregate reports in response to the user’s specific requests; and c) various possible combinations of a and b. The author will discuss, with an open view, the pros and cons of each of these strategies, not only from a statistical and methodological standpoint, but also with an eye to their commercial and organisational implications.

Catherine Kelly, Vice President Electronic Measurement, Numeris

Numeris in partnership with Kantar Media started a proof of concept for the creation of a national TV measurement service that can fuse TAM PPM data with STB/RPD data from five cable suppliers. Results have been encouraging and in line with research expectations. The depth and extent of the trial provided extremely valuable learnings for the potential operation of the service.

Mirko Marr, Research Director, Mediapulse

As announced at the last asi conference in Athens, Mediapulse aims to develop a hybrid TV measurement system to map the highly-fragmented TV use in Switzerland with sufficient granularity. The sample data from the Mediapulse TAM panel will be enriched with set-top-box data from around 200,000 households. Here, Mirko and Andreas share their first experiences with the handling and analysis of set-top-box data and describe the most important challenges and limitations of a hybrid measurement system.

Moderated by Steve Wilcox, Managing Director, RSMB.

At a time when TV viewing is challenged, getting the full picture in the currency is key. The measurement will rely on our traditional measurement plus a new mobility panel using portable meters (a sample of 3,000 on a daily basis). These additional minutes will flow directly in our mediaplanning systems.

In light of the 2019 season of the Indian Premier League, and the 2019 World Cup of Cricket, BARC India was tasked to develop a currency measurement system that would capture television viewing in eateries and bars across urban India.

Speakers from this afternoon’s first session take questions from the floor.

& a chance to network

How data science is at the core when creating understanding of audiences and making better personal media experiences. Insights and case studies from Finnish public service broadcaster Yle.

How can the BBC utilise data science in a wide range of contexts such as marketing, programme development and recommendations?

Cross-channel measurement has always been hard and is getting harder, due to increasingly dynamic ad targeting and shifts in the digital tracking landscape. This presentation will showcase a mix of ready-today and future-facing data science solutions to address these methodological challenges and meet the evolving needs of marketers.

Speakers from this afternoon’s second session take questions from the floor.

This annual award of 1000 euros is presented to the conference paper that makes the ‘best contribution to a greater understanding of the TV medium and its audiences’. The Tony Twyman Award is generously sponsored by RSMB.

 

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