Centre d’Information sur les Médias A.S.B.L. Centrum voor Informatie over de Media V.Z.W.
Request for Information
CIM TV measurement 2016 – 2018
New Screens
CIM Television Technical Committee
June 2014
Table of Contents
Management summary ... 3
Scope of project ... 4
Request for Information New Screens ... 5
1. Program content ... 5
1.1. Traffic data ... 5
1.2. Audience data ... 6
1.3. Technical aspects of the measurement ... 6
1.4. Publication of results ... 6
2. Video Advertising... 7
3. Required parameters ... 7
4. Identification of spots and programs in a non-linear broadcasting scheme ... 8
Management summary
The CIM is the multimedia JIC in Belgium responsible for audience studies in TV, Radio, Press, Outdoor, Internet and Cinema.
This request for information is launched at the same time as a request for proposal on the CIM TAM study. The contract for the current TV Audience Measurement study ends on the 31st of December 2015. The current request for information on the measurement of New Screens should be complementary to the TAM for Classic and Smart TV’s.
The Television Audience Measurement study1 in Belgium is currently based on a panel of households equipped with a people meter and measures:
- live viewing and time shifted viewing (live+6) on a Classic TV set;
- other screen usage (OSU), like gaming, watching DVD’s, the use of teletext, etc.; - viewing behavior second by second (with reporting on a daily basis).
Spots and programs are being identified by Nielsen in a separate research project that is not part of this tender.
The scope of the current TAM study will be enlarged with the measurement of new forms of TV viewing. A. In addition to the registration and measurement of live viewing, time shifted viewing (live+6) and
other screen usage on a Classic TV or Smart TV set, institutes are asked to present solutions for: - the measurement of live stream viewing on smart TV’s;
- the measurement of video on demand (VOD);
- a reliable measurement of the “long tail” of digital channels;
- the extension of the time frame of time shifted viewing from live+6 up to live + X days; - measuring all other forms of nonlinear viewing (interactivity, EPG use, red button…); - the measurement of other internet usage on smart TV’s.
This part of the future TV study is object of a separate Request for proposal.
B. TV viewing on New screens such as computers and mobile devices will also become part of the CIM TV study. Fusion of TAM and New screen data from another CIM study are an option. This part of the future TV study is the object of the current Request for information.
This information request is open for all parties which can offer technological and/or methodological solutions for the research questions presented in this document.
This is not an information request with a fixed methodology. The CIM expects research institutes to demonstrate a proactive and dynamic attitude, not only to continuously improve the day to day measurement system but also to offer appropriate solutions for the Belgian market to meet future changes in devices and new viewing behavior. The institute will follow and modify the technical performance of the measurement system on the basis of technological developments during the contract term, while remaining within the basic principles of this tender.
The CIM invites the institutes to make suggestions and/or recommendations on various points that where requested or any other point deemed useful.
Scope of project
The objective of CIM is to measure TV viewing on both Classic and Smart TV, and on New Screens. CIM has launched a request for proposal that covers only TV viewing on Classic and Smart TV. The focus is on audiovisual content, programs and advertising that has been created or distributed by a broadcasting company or other professional content creators. The proposal extends the current measurement of Live, TSV+6, Guest Viewing and Other Screen Usage, in order to detail VOD, the digital long tail and digital interactivity.
During the term of this contract, CIM will also (start to) measure TV viewing on New Screens with the exception of user generated video content on the Internet. The ultimate goal is to integrate the data for Classic and Smart TV, and for New Screens.
The following figure describes the scope of this request for proposal:
- The object of the request for proposal iiss tthhee ddaarrkk ggrreeeenn CCllaassssiicc aanndd SSmmaarrtt TTVV part, including the extension of the current measurement as indicated by the green arrow;
- The object of the request for information is the measurement of tthheeoorraannggeeNNeewwSSccrreeeennsspart, to be aggregated or fused with the green part as indicated by the orange arrows;
- The yyeelllloowwppaarrttiissoouuttooffssccooppee for CIM.
Request for Proposal
Request for Information
Out of scope
.The Board of CIM will decide when and how a formal request for proposal on New Screens and/or data fusion will be launched.
Single program
Live stream
Continuous
Live stream
TSV
(Live + 6)VOD, Interactivity,
TSV+X etc.
Continuous
Live stream
Uncontrolled distribution of broadcaster contentLinear
Non linear
Classic TV
New Screens
Live
TSV
(Live + 6)TSV
Continuous
Live stream
VOD
Long & short
form content
Own site or syndication Own site e.g. iWatch Syndication e.g. zesta.beSmart TV
Uncontr. distr. user gen. contente.g. iWatch C-More
e.g. Apple TV, Chrome Cast
e.g. Vitaya Live on tv app (Stieve, Yelo)
e.g. Football live on Sporza.be
Uncontrolled distribution of user generated content
e.g. The Voice on YouTube e.g. RTL News on DailyMotion
Request for Information New Screens
The CIM considers the measurement of TV content and Video Streaming as an essential part of the CIM TV Study. Given the current state of affairs in the measurement of New Screens, the CIM is not ready to launch a formal Request for Proposal on the measurement of New Screens as yet.
Given the expected complementarity of TAM and New Screen data, and the potential need for integration of data, CIM invites tendering institutes already to communicate their view on technical solutions for the measurement of New Screens, including the aggregation or fusion with TAM data. Institutes may present:
- the methodologies they consider appropriate for the Belgian market, both for measurement and fusion,
- their potential synergy with the TAM proposal, - relevant experience in other markets.
The New Screen measurement should cover both broadcaster content and advertising. Both need to be profiled on the same basis.
This general scope is detailed below.
1. Program content
The main object of this request for information is a potential future research project that measures all types of TV viewing on New Screens, i.e. all types of computers, laptops, tablets, smart phones etc. New Screens are considered here to be all types of devices that are mobile and can be used to watch video content online and offline (even if this is not the main activity on the device).
The Technical Committee requires measurement results of all video viewing on websites and applications of broadcasters and their partners (e.g. iWatch, syndicated videos on www.hln.be etc.) broadcasters’ sites, applications and dedicated video channels. Both live and on demand content should be part of the measurement.
1.1.
Traffic data
The Technical Committee considers two alternative techniques to measure the frequency of viewing TV content on new screens in the universe:
- a video/site centric measurement,
- log file analysis of applications and sites (currently unavailable).
The TC is interested in information on both technologies. Research institutes are invited to submit a detailed description of a research project using one of these two techniques to measure the universe data for TV viewing on new screens. Alternative methods can be submitted as well.
1.2.
Audience data
The Technical Committee would like to receive information on the collection of profiled audience data for all viewed videos on sites and applications in the measurement project and on all devices. This part of the research produces the number of surfers with their surfing volume and duration (instead of browsers) and gives insights in their socio demographic profiles. Research institutes may elaborate on their preferred approach which could be panel based approach, or any other solid alternative. Please elaborate on the experience you have in other research project with any of these measurement techniques.
The Technical Committee strongly prefers that New Screen currency data are produced by a separate panel. No panel homes or individual panel members can be part of the TAM and the New Screen measurement panel at the same time.
The only acceptable reason to measure New Screens within the TAM panel would be to facilitate fusion of data between the TAM panel and the New Screen panel. New Screen data from the TAM panel will never be part of the New Screen currency but could serve as hook data.
The panel for the New Screen measurement can consist of different subpanels, for example dedicated to one specific device although an integration of all data is necessary. Please elaborate on your choice for one or more panels.
The Technical Committee would like some recommendations of the research institutes on the following aspects:
Panel composition and representativeness;
Sample size;
Panel recruitment;
Panel management: incentives, expected rotation, response rate, compliance, etc;
Weighing of the panel;
…
The CIM television viewing study ‘New screens’ panel(s) may not be used for any other study, unless at the explicit request of the CIM.
1.3.
Technical aspects of the measurement
Please elaborate on all technical aspects of the measurement such as the technology used to collect and process the data, back-up systems, control procedures, etc. Please elaborate on your experience with similar project and on the pros and contras of the different measurement techniques.
The measurement system may at no time interfere with or delay the normal functioning of the subscribing sites, neither during normal functioning nor in case of a system failure.
1.4.
Publication of results
The Technical Committee requires a publication of the universe and the audience data to be delivered to the CIM on a daily basis.
The research company should deliver a database on an FTP, containing detailed information on all the measured sites and applications that can be used later in dedicated audience reporting tools.
2. Video Advertising
The objective is to gather information on how to measure all advertising such as pre-rolls, post-roll, mid-rolls, etc. which is shown in and around television content when viewed on new screens. Ideally, universe and profile base audience data should be available for all sites and applications in the measurement and this for all types of devices;
The universe data should be available on a daily basis, the audience data should preferably be available on a daily basis but a publication frequency of once a week or once a month could be acceptable. The institutes are invited to detail the way they see the relationship between content data and advertising data. The Technical Committee prefers a solution that uses the same technology as for the program content in part 5. Please elaborate on your choice of methodologies based on past experiences and all technical aspects of the measurement, such as the technology used to collect and process the data, back-up systems, control procedures, etc.
The measurement system may at no time interfere with or delay the normal functioning of the subscribing sites, neither during normal functioning nor in case of a system failure.
3. Required parameters
Program Content Advertising Audience
program identification ad identification Gender
stream starts stream starts Age
stream duration PRP
content duration ad duration Social class
completion rate completion rate
unique stream users unique stream users
device split
device split streaming in syndication
streaming in syndication typology
holding
typology advertiser
long vs short form brand
TV identical vs webexclusive product
live vs VOD spot
free vs paid open for adv or not
4. Identification of spots and programs in a non-linear broadcasting scheme
The contract for the identification of spots and programs that have been recently broadcasted has been awarded to Nielsen. This contract will end in December of 2016. The identification of spots and programs is a linear broadcasting stream is not part of this Request for Information.The focus of this topic is the identification of TV programs and advertising in a non-linear broadcast stream (e.g. VOD) measured. TV and advertising can be displayed online in a live stream identical to the broadcast stream on TV or they can be part of a nonlinear internet based model where only a part of a program is shown with a pre-roll ad for example. Both advertising models may require a different identification and coding approach.
A crucial element in this identification will be the link between the audiovisual content shown on a Classic or Smart TV and on a new screen device. The institutes are invited to share any relevant experience on this topic
5. Fusion of data
The Television Audience Measurement will in the near future not consist of single source data but will rely on data from multiple sources such as the TAM TV panel, site centric internet data, data from a panel of table users etc.
Although the data will come from different sources, an integrated reporting will be required eventually. Data from different sources will have to be fused into one database which can later be used in appropriate media planning tools.
The Technical Committee considers two possible types of data fusion:
- Fusion of TAM TV data (meter approach) & return path data from set-top boxes;
- Fusion of TAM TV data & data on TV viewing on new screens (site centric data, server logs, panel data etc.)
The type of data that will be available to fuse will depend on the choices made for the measurement of TV viewing on new screens.
The Technical Committee would like to receive information on all possible methodologies for the fusion of TV data sets. Please elaborate on your experiences with the fusion of (big) data sets.
