The document summarizes Bas de Vos's presentation at the 2012 asi Conference on measuring online video usage across platforms. It discusses SKO's work measuring online video streams and integrating the data with television viewership data. Some key points discussed include growing internet access and DVR usage in Dutch households, challenges in measuring online audiences and playing time accurately, and next steps to further test integrating TV and online video measurement and studying cross-platform viewing.

1. an
asi
conference
The 2012 European Television Symposium
Video across platforms
8th – 9th November, 2012
@asi_radiotv Sponsored by:

2. The asi Tony Twyman Award
for contribution to a greater understanding of the
TV medium and its audiences
Winner 2012 : Bas de Vos, SKO
Sponsored by :

3. asi Conference 2012
The Netherlands

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• Ratings in the Netherlands
• Joint Industry Committee (JIC)
– Public Broadcaster (NPO)
– Commercial broadcasters/ sales houses (SPOT)
– Advertisers (BVA)
– Media agencies (PMA)

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SPOT members 2012

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Research agencies
– Media Standard Survey (establishment survey)
– TV-panel, viewing statements
Ratings
– Registration and classification of programme’s
and commercials
Streams
– Streams of TV programme’s

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Market situation

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Internet access (broadband) in 88% of the
homes
100%
90% 88%
81%
88%
80% 80%
80% 76%
72%
70% 66%
% Households
60%
50%
66%
40%
30%
20%
10%
0%
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Computer ownership Internet access at home Internet access through tv set (NET TV)

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Growth in PVR
50%
Hard disk-recorder on tv set
40%
Hard disk-recorder on tv set
Set top box with hard disk on tv set
34%
34%
Hard disk total (without DVD-R) on tv set
30%
% Households
22%
20% 19%
15%
10%
6%6%
10%
0%
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

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Our world is one of Moving Pictures

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SKO strategy: Currency+ Satellites

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WEB-TV

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SKO WEB-TV Project
Daily report sept 2008
Monthly report and
Online analysis tool 2009
R&F WEB-TV Internet panel 2009
WEB-TV Playing Time 2012

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Project set up
Stream starts Broadcast info
File with broadcast info
Programme report:
Ratings + Streamstarts + APT
Daily report
www.kijkonderzoek.nl

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Number of streams started
30,000,000
25,000,000
Total number of streams
20,000,000
15,000,000
10,000,000
5,000,000
0
2008 2009 2010 2011

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Daily Top 10 stream starts

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Issues to be dealt with
1. Channels need to get their content tagged / players implemented
- technical issues
- departmental issues
2. Sort out what is being measured by the data supplier
- who is this guy called “unique”?
- test the quality of the measurement
- you need QC procedures!
3. Explain what you report (type of usage, types of content by
owner?)

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But WHO is the audience???
1. No knowledge of who the audience is,
prevents advertisers to accurately spend
their money
2. A COOKIE is not a person!!!

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Since 2009 WEB-TV Reach and Audience profiles
Unique collaboration with Internet JIC STIR
– Panel of 10.000 individuals 13+
– 450 measured websites, 87% monthly reach.
– Comscore’s Webmeter measurement already implemented by
SKO broadcasters
Three steps for data matching (blending):
– Surf data from STIR Webmeter panellists
– Collecting the panellist data in the SKO WEB-TV measurement
by NPO, RTL and SBS channels-sites
– Matching of streams and TV broadcasts from the SKO-TV
database

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Growth WEB-TV reach stabilizes
Reach young age group = 40% and growing
45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
15.0%
10.0%
5.0%
0.0%
Totaal 13-19 20-34 35-64 65+ 20-49
2009 16.0% 20.3% 22.3% 15.6% 5.6% 20.7%
2010 19.2% 30.4% 26.8% 17.7% 7.3% 23.1%
2011 24.3% 36.0% 33.6% 22.9% 9.9% 29.5%
2012 24.6% 39.7% 34.4% 22.1% 11.2% 30.0%

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Growth TSV Reach on TV!!!!
60
50
40
30
20
10
0
UGK 13+ UGK 13-19 UGK 20-34 UGK 35-64 UGK 65+ UGK 20-49
2009 24.9 20.9 26.6 25.8 22 25.7
2010 35.2 25.2 37.8 36.6 33 36.1
2011 33.4 25.9 35.5 35.4 29.1 36
2012 44.1 34.7 43.2 48 39.3 44.7

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Issues to be dealt with
1. Working together is improving you!
- politics
2. Explain what you report (type of usage, types of content by
owner?)
3. You need QC procedures!
4. Explain why census might differ from panel-research

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But how long are people Watching??
1. Views/pages is nice. Reach is better.
2. Reach is nice, but what really counts in the
end is what percentage of their time people
spend on your medium/content

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New reports from
our new variables:
daily numbers
nStreams: number of
streamstarts

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New reports from
our new variables:
daily numbers
GA: average playing
time

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New reports from
our new variables:
daily numbers
GAAS: average
number of active
streams =
Streamrating in
absolutes

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New reports from our
new variables: daily
numbers
kdh: TV rating
abs: TV rating in ‘000

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New reports from our new variables:
Time shift minutes spent
100%
90%
80%
70%
60%
50%
UGK-TV TSV
=
40%
WEB-TV
30%
20%
10%
0%
amusement fiction non-fiction childrens' music sports
UGK-TV 84% 90% 86% 72% 91% 81%
WEB-TV 16% 10% 14% 28% 9% 19%

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And this new variables can be used in the online
STIR collaboration

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Top 10 online ratings: Online (STIR) vs TSV TV(SKO)
Online (WEB-TV) and TSV ratings
February 2012
2.0%
1.8%
1.6%
1.4%
1.2%
1.0%
0.8%
0.6%
0.4%
0.2%
0.0%
GOEDE UNDERCOV
FLIKKEN AS THE NICK
TIJDEN WIE IS DE ER IN
VOICE KIDS MAASTRIC SPANGAS WORLD WAT ALS FEUTEN TEGEN
SLECHTE MOL NEDERLAN
HT TURNS SIMON
TIJDEN D
13+ 1.4% 1.1% 0.7% 0.6% 0.5% 0.4% 0.4% 0.4% 0.4% 0.4%
UGK 13+ 0.3% 1.3% 1.6% 1.8% 0.1% 0.6% 0.2% 0.4% 0.4% 1.0%

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TSV minutes online (STIR) and on TV (SKO)
Ave. Daily viewing (minutes) WEB-TV and TSV TV
February 2012
7
6
5
4
3
2
1
-
Totaal 13+ 13-19 20-34 35-64 65+ 20-49
Gem. WEB-TV 1 2 1 1 0 1
Gem. UGK-TV 5 2 4 6 5 5

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Issues to be dealt with
1. What are we measuring??
Starts was easy! Playing time is hard if you come from a second
– by –second accuracy background.
2. Test, Test, Test, Test,
3. Explain what you report (type of usage, types of content by
owner?)
4. You need QC procedures (and money to invest in it)!
5. Keep pushing channels to assist in QC.

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Big data

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Lessons learned
1. Do not only bet on one horse (a.k.a. use a
combination of server data, panel data, et
cetera)
2. Do not just believe big datasets or new
measurement techniques
3. Always test, test, test, test by yourself (Even
if your research supplier seems nice).
4. Know your audience can not be eaten (= not a
Cookie)
5. Working together is useful!

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So: ready? Needs and Issues!
1. Census data, first reach and time spent
results = step 1.
2. What is wanted in the end is crossmedial
reach. So video reach on TV+Online, possibly
also video advertising.
3. Advertisers need more video reach than only
TV-Video media; who determines the pace we
walk?

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Researchers questions
So on a research level:
- How do we measure AND integrate online?
Single source or hooked with external data?
- Do we do that ourselfs as video measurement
experts? Or with others?
Will we lose our jobs to people who do not care
about reliability and validity of the data and
only want a nice dashboard?

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Our next steps!
1. Discussing a TV and Online data integration
test; using the TV panel as a base.
2. Investigate options of measurement of online
video in TV panel; active or passive?
3. Media Time Budget Study 2013 - > HUB

40. asi Conference 2012
Thanks!
Bas.de.Vos@kijkonderzoek.nl
@kijkonderzoek
+31 6 55 788 452