ratings trps etc (1)

Channels Average RatingsPeriod: July-August 2012

Terrestrial & Satellite Television

• Terrestrial television is a type of television broadcasting which does not involve either satellite transmission or cables.

• Instead, transmission is done with radio waves, and antennas or television antenna aerials are used for reception.

• Satellite television is delivered by the means of satellite and received by a dish, and as far as household usage is concerned, a satellite receiver either in the form of an external box built into a TV set.

http://en.wikipedia.org/wiki/TV_set

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Satellite Channels

Jul-12 Aug-12

Top 20 Channels Average Ratings For August 2012

TG: Pak Total, Satellite Channels on (C&S) and Terrestrial Channels on IndividualsMale/Female, All Age Groups & All SECPeriod: July-August 2012

PTV Home

ATV PTV Sports

-

0.20

0.40

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0.80

1.00

1.20

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9

0.6

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Terrestrial Channels

Jul-12 Aug-12

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Satellite Channels

Jul-12 Aug-12

Entertainment Channels Average Ratings For August 2012


PTV Home ATV -

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Terrestrial Channels

Jul-12 Aug-12

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2

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2

Satellite Channels

Jul-12 Aug-12

News Channels Average Ratings For August 2012


T20 Ratings

Ramzan Sehri and Iftari

Ratings

• The estimated percent of all TV households or persons tuned to a specific station. If 3 out of 10 homes in the universe are tuned to channel A. That translates to a 30 rating.

• Ratings are always quoted separately for each medium, and not accumulated

Ratings Measurement• RATING = households tuned in to a given program

all households with television

• Here's an example: Your show is aired in a market that has 1 million television households; 400,000 are tuned in to you. Therefore:

400,0001,000,000 = .40, or a rating of 40

Basics of Electronic Ratings

Basically there are two ways Ratings can becalculated.1. Diary Method2. Peoples MeterWith Television the survey unit is usually thehousehold and not the person because mosthouseholds have one TV set and people usuallywatch together.

Basics of Manual Ratings

Diary System• It is done by choosing random sample ofHouseholds and sending them to interviewers.• Cooperation rates are 30% for western countriesand 90% for under-developed countries.• The interviewer leaves a Diary at sample’s houseThe idea is that a diary is placed on top of a TVset for a defined period of time and who ever seesthe TV fills it with what he has seen and at whattimes.


• The Diary has double page opening data recorder.

• Rows have quarters of each hour and one column has list of channels for which data is to be recorded.

• People tick the boxes to record what they saw.• Is it easy to get a response on such a Diary?


• In Pakistan Diary Method is adopted by GALLUP.

• It is cheap and if done with accuracy can bring about precise results.• Involvement of human element.• Above all its cheap.• Work force required.• Due to involvement of human angle any

territory can be reached.


• On the other hand a Peoples Meter is an electronic device which sits on the top of the TV set.

• Introduced by Media Logic 3rd largest Research company in the world – GFK.

• A book size device with 8 to 10 numbered lights on it.

• This device is accompanied with a custom made remote control with equal number of buttons as lights.

Peoples Meter Device


• Each button is assigned to one household member

• As the TV set is turned on all lights start flashing till the time the person sitting press his button the remote and registers his presence.

• So the device knows so and so with all his personal data is watching so and so channel.


• What may be the problems with this approach?• People just press any button or don’t bother to

change the previous person’s button.• In order to keep a check research companies call

people and double check what they arewatching.

• They may also note that the 40 year old member has been watching Cartoon Network or a similar trend.

Gallup Vs Media Logic RESEARCH PARAMETER

Methodology

Data Source

Minimum Measurement Level

Measurement Frequency

Data Tabulation

Panel Scope

Panel Households

Panel Reporting

International Affiliation

Third Party Audit

GALLUP

Diary since 1996

Claimed

15 minutes

Weekly / Fortnightly

Manual

National

5,000 (claimed)

5,000 (claimed)

None

None

MEDIALOGIC

People Meters since 2007

Verified

30 seconds

Daily

Automated

Top 9 Cities

675

4,000 (all persons reported individually)

GFK

YES

SECs in Peoples Meter

• SEC A 10%• SEC B 14%• SEC C 21%• SEC D 25%• SEC E 30%

Total 100%

Panel Size in Peoples Meter• City Panel Home

• Karachi 225• Lahore 175• Isb/ Rwp 100• Faisalabad 50• Hyderabad 25• Sukhur 25• Gujranwala 25• Multan 25• Peshawar 25

Total 675

C&S Previous New Kar Lhr Rwp/Isl Fbd Gujw Hbd Suk Mul Psh

Cable 71% 80% 90% 80% 80% 80% 75% 90% 80% 75% 60%

Antenna 29% 20% 10% 20% 20% 20% 25% 10% 20% 25% 40%

City Wise C&S and Terrestrial Penetration

Demographic representation of all Age Groups as per the universe.

10.7%

14.4%

17.1%

8.6%

12.8%

17.6%

14.4%

4.3%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

20.0%

05-14 Yrs 15-29 Yrs 30-49 Yrs 50 Plus

Age/ Gender Break up

Male

Female


Differences between Diary System and Rating SystemIn the west following trends were studied due to transition.• There were several clear differences. Audiences at

evening peak times didn't change much, particularly for series programs; they were marginally lower.

• But audiences in the middle of the day were much higher with meters than with diaries. The reason seemed to be that midday programs were sort of trashy, and perhaps people who were watching TV around midday were ashamed of watching those programs, and didn't want other people in the household to see that viewing in the shared diary.


• The other change with the introduction of people meters was that late-night programs now had much larger audiences. It seems that when diaries were used, the late-night viewers either forgot to fill them in, or couldn't be bothered.

• In all Diary system is manual which depends mostly on human intervention and Peoples meter is electronic.


• The revenue of the TV industry is approximately Rs28 billion of which 90 to 95 per cent is generated from advertising.

• TV channels make no money from subscriptions in Pakistan.

• There is not a single meter in Balochistan. Balochistan is completely ignored. As a result channels are not pushed to discuss Baloch issues on their shows.

• How can 600 households determine how the entire media content is shaped?


• Media Logic wanted to install more People Meters in households but were constrained to do so because of the high price of the technology.

• The meter itself costs about $4,000. It could go up to $7,000 to $8,000 that involves the runningcost, software, licensing, incentivization and other costs.

Ratings Measurements – Pakistan Scenario

• 660 Peoples Meters Installed All Over Pakistan.

• Concentration in Cities.• 9 Cities are Covered.• None in Baluchistan.• 2 Years Back Only 250 were Installed.

Ratings Measurements – Pakistan Scenario

• Karachi has 250 Meters. • Media Logic is the Company which is Mainly

Managing Data from these Peoples Meters.• PPP Govt. also announced to install 5000

peoples meters. What was the aim?????• Channels Subscribe to Media Logic and Give

their Requirements According to which Data is Provided.

Ratings Cities Covered

• Karachi• Lahore• Islamabad• Sukkur• Hyderabad• Gujranwala• Multan• Faisalabad• Peshawar

Return Path Data (RPD)

• First it was the Diary, then People meters and now Return Path Data (RPD).

• Instead of Meter there will be Set Top Boxes, courtesy PTCL’s Smart TV.

• There are 50,000 households subscribing to PTCL’s Set-Top Boxes.

• These Boxes will touch 100,000 households by the end of the year 2013. Earlier, PTCL used to sell this package for Rs 2000. But now the set-top box (Smart TV) has been unbundled from the internet package so you can have Smart TV for only Rs 450 per month.


• Set Top Boxes are in almost 50 cities; apart from the major metros. This also includes areas like Dera Bughti, Larkana and Waziristan.

• PTCL used to be owned by the government, it has infrastructure in every district across Pakistan.

• Now owned by Etisalat which has brought in world class technology while using the same infrastructure.


• As a result RPD will manage much deeper penetration. There is one national carrier and it will give data from all the districts.

• It is also growing every month, so if there are missing districts they are being added. RPD has the ability to go everywhere where there is a PTCL exchange.

• You get second by second viewership data


• But it only provides top line data which means that you can only see the data at the household level.

• You cannot see who is watching which programme within the household.

• Obviously advertisers are interested in demographics, so this was a major concern.


• In a pilot project certain households were recruited and were given customized remotes with buttons for each person in the house; however this solution is not offered right now.

• What is being planned is a product called Rview. It is an RPD-based product and in the first phase it is offering Anonymous Census-Like Data unlike Peoplemeters which is sample-based therefore much more granular.


• The biggest advantage of Anonymous Census-Like Data is that you are not only receiving data from all four provinces, you can also drill down to any (one or more) cities in each province and capture data from the households within those cities.

• When you have channels like KTN which mainly has a Sindhi speaking audience or City 42 where the bulk of the audience is Lahore-based, this granularity is a huge advantage.


• The two systems complement each other because Peoplemeters only give data from a limited number of households which are included in the sample population

• You don’t get a regional footprint. But you do get demographic profiling.

• RPD is able to provide regional footprint.


• RPD is superior in the sense that Peoplemeters is in nine cities and 675 households, representing 60% of the viewing population or 37.5 million individuals.

• While RPD’s 50 cities represent 90-95% of the viewing population.


• Many channels have claimed that the Peoplemeters panel is manipulated. Is that possible with RPD?

• PTCL’s subscriber base is massive so even if you wanted to do this you would have to find out where the households are first and then go to each one.

• Also, the Media Ratings Council in the US has provided accumulation and processing guidelines for RPD data and by using these we have put certain checks and balances in place;


• for example you have to be on a channel for a minimum of 15 seconds in order for your presence to be registered. Secondly, if you don’t switch channels for more than three hours, you will be ignored.

• If we see a household where these issues are occurring regularly we can easily ignore them.


• The data is accumulated overnight and transferred from PTCL’s servers to RPD system where it undergoes a few automated processes that take place without human intervention; after this it will be directly published on cloud every morning at 11:00.


• There are two more phases remaining to be launched both by early 2014. The second phase is called Managed Sample where weightages are applied to universe of households in order to arrive at a SEC classification, this will give viewing habits by SEC.

• In the third phase, known as the Opt-In Panel, the demographics will come in so that advertisers can drill down to the household level and see who is watching which programme. Households will be recruited for this.

• Once this happens Rview will become a currency.


• But aren’t PTCL boxes installed mostly in Higher SEC Households? If that is the case then how come the data is granular when it is not consistent with respect to the SEC representation?

• Moreover, the statement ‘end of people’s meter’ is a hyperbole when the alternate system like RPD is not providing the demographics details currently.


• More than 300 brands advertised on TV every year and targets niche or youth or masses. If there is no bifurcation on SECs then how could planners plan for their brands.

• The other scenario is for the terrestrial households, RPD methodolgoy is implemented on PTCL smart TV. How could it cater non-cable home Households??

GRPs / TRPs• GRPs / TRPs are sum of ratings for more than one ad or program. It

represents total audience of a media schedule.

• For example: Media schedule for Brand X Rating Spots

– Quddusi Sahab Ki Bewa 10 1– Bilqees Kaur 20 2– Thakan 15 1– Hasb-e-Hal 10 1– Cross Fire 6 1

Total GRPs for Brand X is 81

ratings trps etc (1)

Education

basics of electronic

news channels average

ways ratings

t20 ratings

list of channels

television households

ratings measurement

tv households