Driving the next-gen audience measurement revolution in Asia and beyond
Panel data has long been the bedrock of audience measurement services as it offers universal coverage and demographic details through a representative sample. After all, representative panels provide independent, platform-agnostic coverage across all TV and video platforms and services.
However, panels alone are challenged when it comes to measuring the long tail of viewing in an increasingly fragmented viewing environment. Census data from viewing apps and return path data from set top boxes are able to provide granular detail on the devices being used, and behaviour around specific platforms and services. And then enter considerations around the second screen.
The world of media consumption is evolving at an ever-rapid pace, and the audience measurement industry has a responsibility to evolve alongside it.
Here are some rules that could drive the next-gen audience measurement revolution in Asia and beyond.
Hybrid approaches to measurement are preferable
Combining panel and census data can deliver a complete view of the audience. A hybrid approach to measurement allows the creation, development and implementation of advanced data integration models that meet the needs of the industry. An example of this will be the new multi-platform audience service launching in Thailand in 2017, comprising a representative panel of 3,000 homes and including measurement of viewing on the TV set (Core TV) and viewing on tablets, smartphones and PC’s (Extended TV).
Beyond the integration of panel and census data, data scientists can also bring together different data sets, such as purchase, social TV and ad expenditure to create ever-greater insights into audiences. Possessing the right technology to measure what is being viewed on TV sets, be it live, catch-up, time-shifted or on-demand TV, and devices such as tablets, smartphones, laptops and computers, as well as the expertise to bring data sets together, is imperative to providing a total view of the audience.
The power of audience data should be enhanced
Accurate audience measurement provides insights into viewing behaviour that can be enhanced with additional data sets. These include social TV buzz and second screen activity, such as the Kantar Twitter TV Ratings service recently launched in the Philippines. This data enables greater audience targeting, to further understand and enhance viewing data.
Fusing viewing data with purchasing behaviour helps us gain a real understanding of what makes consumers tick, discover the buzz around brands, programmes, products and people and obtain critical data about Return on Investment.
Future-ready metering is essential
TV measurement services must be able to perform in the long run, and future developments in TV and video delivery need to be anticipated. When developing metering techniques, service providers thus have to keep in mind how fast technologies develop and how the needs of consumers change.
Watermarking and audio-matching are ways in which we can determine the content being viewed. They are best in class channel detection techniques that are completely scalable, and are even more powerful when working together.
Data privacy and security have never been more important
In an increasingly connected world, the stakes have never been higher when it comes to data collection and usage. Panel members need reassurance that their data is kept private and handled securely. A loss in confidence in panel security could lead to worries about unrepresentative panels that distort viewing levels in favour of certain channels.
It is key for research providers to ensure panel information is stored and archived in accordance with the privacy and data protection laws in each market. Panels should also be continuously monitored for evidence of unusual behaviour that could suggest a data breach.
An open and transparent approach to measurement builds trust
There needs to be trust in TV and video measurement systems. Their primary function as a common currency – a universally-understood and trusted metric – means that service providers must always adopt an open and transparent approach to measurement. It is vital that there is engagement and collaboration, whereas black box solutions can undermine trust.
All in all, there is a need for greater clarity and certainty about the current and future best practice for audience measurement. Most importantly, there is the need for a shared understanding of the gold standard that the industry should maintain, together.