Measuring Up To PROVYS

Accurate measuring of audience viewing behaviour has always been of crucial importance for a broadcaster's competitive advantage. Modern technology and software development enable the sophisticated collection of data which very accurately reflect TV audience viewing patterns.

One of the main players in the monitoring market is the Nielsen Group, a global technology expert in the field of "People Meters". Step back a few years, and Nielsen were using the diary method for collecting this data. The diary method required viewers to physically record the shows they actually watched, but of course, there were some problems with this system. Lower-rated stations believed that the diary method was inaccurate and biased. They claimed they had lower ratings because those who relied on memory within the diary method usually only remembered to track their favourite programmes. In addition, smaller broadcasters argued that the new and wider variety of channels for viewers to choose from also skewed the ratings. And finally, viewers were obviously not able to record everything they watched and the truth was not accurately reflected. Eventually, in 1986, Nielsen developed the first electronic People Meter, to solve the problem. From that date, the accuracy and reliability of viewers' watching habits have continued to improve to the point where they now constitute a critical part of strategic planning.

The mere existence of this collected data is however, not sufficient in itself. The next step requires an intelligent storage and retrieval system and it is at this point that Provys enters the game with its uncompromising database software solutions. Market research agencies such as Nielsen need not only precise data from People Meters tactically distributed among the viewers in the field, but they must also have time-precise programming details supplied by all the broadcasters who participate in this country-wide research. As explained in the accompanying illustration, Provys are responsible for creating a detailed programme schedule which must then be matched with the actual as-run-log supplied by any playout system in use. Provys then produces a definitive programme report comprising timings, programme titles, advertisements, genre, target audience, ad ID numbers, EBU classifications, etc., which is then sent to the research agency where it is reconciled against their viewing statistics. All of the results are then distributed to broadcasters who are participating members in the scheme. It is necessary to import, store and manage this massive collection of raw data before it can be useful to management. This is where Provys brings in its added value by linking data to particular programmes, advertisements, competitors’ programming at comparable times, etc. In addition, Provys sets no limit to the number of programmes which can be managed simultaneously. Taking advantage of this, some advanced users even run simulated broadcasts of their competitors' output compared minute-by-minute against their own programmes together with all relevant viewing statistics.

The above description of people metering gives a broad understanding of some of the complexities in this specialist area of collecting and analysing broadcasting statistics, for example: genre against age and sex, target audience against socio-economic groups, etc. You may well ask whether such energy, investment and time is really worthwhile being spent on the domestic habits of our famous couch potatoes. And the answer is a resounding "YES" because, as Pavel Kobersky, Senior Consultant at Provys, says: "It is the accurate collection and storage of this metadata in an enduring content library which underpins all future programming decisions, enabling management to know with certainty their potential advertising rates, thus ensuring continuing profitability". And as you would undoubtedly agree, every aspect of the broadcasting business hinges upon its profitability.

Author: Martin Junek, PROVYS.

www.provys.com

(JP)