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Keeping An Eye On The Ball In Media Measurement:

Keeping An Eye On The Ball In Media Measurement: . The new digital world has led to changes in media consumption habits . The Soccer World Cup allows us to investigate this. . Candice Ulrich – Research & Panel Manager AGBNielsen, South Africa.

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Keeping An Eye On The Ball In Media Measurement:

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  1. Keeping An Eye On The Ball In Media Measurement: The new digital world has led to changes in media consumption habits. The Soccer World Cup allows us to investigate this. Candice Ulrich – Research & Panel Manager AGBNielsen, South Africa

  2. The World Cup – A Media Measurement Challenge • A global event with global sponsors should be measured globally • Consumption of three screens and other media • All viewing habits covered (Time shifted viewing and out of home viewing) • Immediate (daily or live) reporting • Flexible analysis tools

  3. 2010 World Cup Project • International TV World Cup TV Audience (31 countries) • South Africa TV Complete Audience (incl. Time Shift Viewing) • Life 360 South Africa Life Through the World Cup (digital diaries) • World Cup Online Sport Sites in Nielsen NetRatings (10 countries) • South Africa Online Internet Audience in South Africa

  4. The World Cup TV audience was collected daily from 31 countries, representing a TV Universe of 976 Million individuals. Results were updated daily and reported in RatingPoint, a web-based analysis tool. The results include daily Total TV and World Cup audiences, showing how many people watched at least one TV program related to the World Cup during a day (Reach). The data provided by Nielsen and partners also includes audience of all matches. World Cup TV

  5. The Final Game Reach (000’s)

  6. The Final Game

  7. 2010 World Cup TV AudienceGroup A Mex vs Fra Mex vs Arg June | July Daily World Cup Coverage (%) Mex vs Uru

  8. 2010 World Cup TV AudienceGroup B Gre vs Arg June | July Daily World Cup Coverage (%) Kor vs Arg Kor vs Uru Gre vs Nig

  9. 2010 World Cup TV AudienceGroup C June | July Daily World Cup Coverage (%) USA vs Gha

  10. 2010 World Cup TV AudienceGroup F Ita vs Par June | July Ger vs Spa Daily World Cup Coverage (%)

  11. Reporting – RatingPoint World Cup TV audience was reported dailyin RatingPoint - a web-based media dashboard and analysis tool

  12. In South Africa the data is provided by the SAARF TAMS panel which consists of 1 600 Households and approximately 5 500 Individuals. This currency data is released to the industry daily and reports the in-home TV behaviour of individuals aged 4+. As part of a Nielsen 3 Screens initiative, a panel of 120 PVR homes was recruited nationally in order to measure Time Shifted Viewing in South Africa during the World Cup. With the permission of SAARF, this new data was merged with TAMS data to supply accurate TSV figures. South AfricaTV

  13. SOUTH AFRICA2010 & 2006 Average Rating (%) Source: SAARF 2010, All Individuals 4+ (33.4 millions) / 2006, All Individuals 7+ (19.3 millions)

  14. SOUTH AFRICA2010 SABC & SUPERSPORT3 Average Rating (%) Source: SAARF All Individuals 4+ (33.4 millions)

  15. WATCHING OUR TEAM PLAY Ratings % Daily World Cup Coverage (%) 11 June 2010 Start: 15h05 End: 17h56 16 June 2010 Start: 20h33 End: 22h25 22 June 2010 Start: 16h01 End: 17h54 Source: SAARF All Individuals 4+ (33.4 millions)

  16. TSV Measurement - Methodology • 120 households installed nationally, controlled by Language and Province • Unitam meter and reference site (audio tracking technology) • PVR Panel data merged with SAARF TAMS producing test non-currency data

  17. SOUTH AFRICA: Time Shifted Viewing June | July Average Rating of SWC Matches (000) Viewers still prefer to watch the football Live as well as other sport events. In PVR homes in South Africa only 2.2% of all viewing time related to the World Cup matches broadcast on SuperSport 3 was time shifted. Source: Nielsen Total Individuals in PVR Homes (South Africa)

  18. TSV by Genre – During SWC

  19. During the period of the World Cup, the Nielsen Life360 project tracked the media consumption of 420 South Africans aged 16+ residing in Johannesburg, Pretoria, Cape Town and Durban. Each respondent was equipped with a Blackberry smartphone and answered up to five surveys per day sent to them via this device. Respondents were also asked to take photographs of their surroundings after each survey, providing a rich qualitative dimension to the data collected.   One of the objectives was to provide information on out-of-home viewership, which was expected to contribute substantially to overall viewing. Data was reported daily in RatingPoint.    Nielsen Life360

  20. Life360- Methodology • Universe and Sample • Universe: 8 988 111 individuals – adult metro dwellers residing in Johannesburg, Pretoria, Cape Town and Durban • Panel consisting of 420 individuals • Method • Questionnaires delivered via mobile phone technology (mobile network and Blackberry smartphone) using questionnaire scripting software

  21. Life360- Methodology • Questionnaire • 5 short questionnaires per day, every day, producing day part data • Questions available in English, Zulu, Tswana and Afrikaans • Fieldwork • Recruitment controlled by Area, Home Language, Access to TV Services, Working Status • Study period - 10th June to 12 July 2010 • Training at central location • Full panel monitoring and support during study period (Study Buddy)

  22. Life360- Methodology • Challenges • Sample may be biased towards “tech savvy” and literate individuals (Older people sometimes have to be excluded or require additional training) • Mobile phone networks offering rigid (Research costs) • Potential for network failure or software “glitches” • Research Ethics (Crime) • Research intervention may change behaviour • Compliance??? • Advantages • Multiple opportunities for enquiry (60 506 responses were collected during 33 day study period) • Longitudinal research – track behaviour across time • Data “polled” instantaneously • Mobile phone a constant point of contact – impacts on research opportunity and compliance • Engaging methodology/Ethnography • Quantitative and Qualitative insights • Compliance???

  23. LIFE360 AND SAARF TAMS As a quality check, the Life 360 average daily reach was compared to the SAARF TAMS data, matched by target audience. On the whole, the viewing peaks and dips correspond. As expected, the average daily reach for Life 360 is higher, due to the measurement of out-of-home audiences.

  24. ALL MEDIA

  25. Life360 - Results

  26. Life360 - Results

  27. Life360 - Results Daily SWC Out of Home Viewing Daily Reach (000’s) June | July

  28. What Team Are You Supporting? Life 360 20 June / Day 10 end of the Group Stage 15 June / Day 5 beginning of Group Stage 29 June / Day 19 end of Round of 16 4 July / Day 24 after Quarter-finals Source: Nielsen Life 360 South Africa Adults 16+ in Johannesburg, Pretoria, Cape Town & Durban

  29. Favourite 2010 Soccer Player Life 360 20 June / Day 10 end of the Group Stage 15 June / Day 5 beginning of Group Stage 29 June / Day 19 end of Round of 16 4 July / Day 24 after Quarter-finals Source: Nielsen Life 360 South Africa Adults 16+ in Johannesburg, Pretoria, Cape Town & Durban

  30. The main results of the Life 360 study were also reported daily in the RatingPoint dashboard

  31. Images Library…

  32. Pretoria June 11, 2010 LifeThrough the World Cup Source: Nielsen Life 360 Taken by Eng Female,35 to 49 yrs “My cat – oblivious to vuvuzela” Taken by Afr Female, 25 to 34 yrs “It is here!” Taken by Eng Female, 35 to 49 yrs “My South African armband” Taken by Afr Female,16 to 24 yrs “The News Headlines” Cape Town Taken by Eng Male,16 to 24 yrs “At Doodles on the beachfront” Taken by Afr Male,25 to 34 yrs “SA v Mexico” Taken by Afr Female, 25 to 34 yrs“Ayoba Bafana Bafana” Taken by Afr Female, 25 to 34 yrs “Go Uruguay!” Taken by Afr Male, 25 to 34 yrs “The children are so excited” Taken by Afr Male, 25 to 34 yrs “Watching on the big screen” Taken by Eng Male, 50+ “Vuvuzela, Castle and Soccervest” Taken by Afr Male 25 to 34 yrs “Training”

  33. Johannesburg June 11, 2010 LifeThrough the World Cup Source: Nielsen Life 360 Taken by Eng Male,16 to 24 yrs “Stuck in traffic to fan park” Taken by Eng Female,25 to 34 yrs “People at bar at work” Taken by Afr Female, 16 to 24 yrs “World Cup is here!” Taken by Afr Male,35 to 49 yrs “Having my car washed” Taken by Eng Female, 50 + yrs “Watching the World Cup” Taken by Eng Female 16 to 24 yrs “Our living room” Taken by Eng Male,35 to 49 yrs“My workstation” Taken by Eng Female,25 to 34 yrs “Having fun at home watching World Cup” Taken by Eng Female,16 to 24 yrs “Sister looking for World Cup tickets” Durban Taken by Nguni Fem., 25 to 34 yrs “South Africa vs. Mexico” Taken by Nguni Female, 16 to 24 yrs “Watching soccer, it’s half time” Taken by Eng Female, 35 to 49 yrs “Chatsworth celebrating World Cup” Taken by Eng Female 35 to 49 yrs “Celebrating the opening match” Taken by Nguni Fem., 25 to 34 yrs “Kids soccer tournament””

  34. 11th June 2010 - DURBAN Taken by Eng Male, 35 to 49 yrs “Fan Park” Source: Nielsen Life360

  35. 11th June 2010 - DURBAN Taken by Nguni Male, 25 to 34 yrs “Playing cards and talking about the game” Taken by Nguni Female, 25 to 34 yrs “Preparing the get-together with friends” Source: Nielsen Life360

  36. The Internet Audience data related to the World Cup was collected from 2 different sources: Nielsen NetView measuring online audience through representative panels of Internet users equipped with unique desktop meter (10 countries) Nielsen Market Intelligence providing business effectiveness metrics to build census-based pictures of actual traffic to audited sites (South Africa) World Cup Online

  37. World Cup OnlineTop 5 Sport Sites June 2010 Source: Nielsen Online Unique Audience (millions), Universe Reach (%)

  38. World Cup Online South Africa June | July Average Daily Unique Browsers (000) Source: Nielsen Online Market Intelligence (South Africa)

  39. AYOBA candice.ulrich@agbnielsen.com

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