Description
different methods of capturing TRPs.
TELEVISION RATING POINTS (TRP)
A MARKET RESEARCH PROJECT
:
GROUP MEMBERS
EVELLYN GOES – 114 RAHUL NAIR – 134 SWAPNIL KANADE – 123 MITESH KAPADIA – 29 HITESH RAMDASANI – 44
INTRODUCTION
•
What is TRP? Television Rating Points It determines how many people are watching a particular program at a given point of time It is a measure of popularity of a programme or channel
•
•
THE NEED FOR TRP
Newspaper / Magazines frequencies can be counted • No direct way to know how many people watch a particular programme • Huge investment goes in TV programmes • Demand for accurate information of TV audiences by advertising agencies, broadcasters, media planners. • Ultimately needed for defining the market’s commercial airtime
•
WHO DOES IT?
Doordarshan (DART - Doordarshan Audience Research Team) • 1994 - INTAM (Indian National Television Audience
•
Measurement)
1997 – TAM (Television Audience Measurement) • TAM Media Research– JV of AC Nielsen & Kantar Media Research(IMRB) – (Weekly reports) • 2004 – aMAP Media Research (Daily reports) • Joint Industry Body(JIB) currently monitors the processes and consists of members of ISA, IBF, AAAI
•
METHODOLOGY
•
Notebook method of recordkeeping by DD
•
Frequency monitoring technique
Picture Matching technique
•
MEASUREMENT TOOLS
Random telephone calls • TV diaries, booklets • Electronic gadgets called People Meters ? Meter with buttons & lights assigned to each member of family ? Accurately monitors what is viewed every second and by whom • In practice, all 3 tools used for increasing accuracy
•
ENTIRE PROCESS AT TAM
ESTABLISHMENT SURVEY
THE PANEL
THE PEOPLE METERS
THE POLLING
THE PRODUCTION SOFTWARE
THE MONITORING SYSTEM
ANALYSIS SOFTWARE
1) ESTABLISHMENT SURVEY
•
•
A large scale face-to-face survey in Tier I cities E.g. Sample is 10 times larger than the THE PANEL panel to be selected May be taken from NRS surveys, Census data or an independent survey can also be carried out THE PEOPLE METERS To determine the characteristics of the population and from whom the panel homes would be selected Provides data on demographics, social characteristics, TV penetration and information on local TV environment
THE POLLING
ESTABLISHMENT SURVEY
•
THE PRODUCTION SOFTWARE THE MONITORING SYSTEM
•
ANALYSIS SOFTWARE
2) THE PANEL
• •
Appropriate no. of households selected on basis of statistical design (approx. 5500 – 7500) Control parameters are used within every market to ensure panel representation of all parameters that influence TV viewing
Primary Controls SEC A/B/C/DE Household size programmes Secondary Controls SEC A1/A2 TV type (B&W, Colour)
ESTABLISHMENT SURVEY
THE PANEL
THE PEOPLE METERS
THE POLLING
Claimed weight of viewing
Terrestrial/C&S Language preferred to watch TV
Geographical dispersion
Remote/Non-Remote
THE PRODUCTION SOFTWARE THE MONITORING SYSTEM
•
Actual data is tracked and extracted from this panel of households
ANALYSIS SOFTWARE
3) THE PEOPLE METERS
•
Peoplemeter gadgets installed in the panel homes to monitor and store data Dedicated remote control for each individual which enables individual data to be captured in the Peoplemeter One meter enabled to transmit all data through telephone line
ESTABLISHMENT SURVEY
THE PANEL
•
THE PEOPLE METERS
THE POLLING
THE PRODUCTION SOFTWARE
•
THE MONITORING SYSTEM
ANALYSIS SOFTWARE
4) THE POLLING
•
A process of transmitting the data from the Peoplemeter to the central production centre. It occurs daily between 0200h and 0600h via the home’s fixed telephone line or a GSM modem installed in the meter’s transmission unit.
ESTABLISHMENT SURVEY
THE PANEL
•
THE PEOPLE METERS
THE POLLING
THE PRODUCTION SOFTWARE THE MONITORING SYSTEM
ANALYSIS SOFTWARE
5) THE PRODUCTION SOFTWARE
•
Software used for transmission is Pollux
ESTABLISHMENT SURVEY
THE PANEL
•
It guarantees the integrity and standardization THE PEOPLE METERS of the system for all clients.
Pollux enables Nielsen to offer complete transparency, providing an authorized auditor THE PRODUCTION SOFTWARE with direct access to all reports pertaining to THE MONITORING the selection, recruitment, installation, SYSTEM polling and validation of the Peoplemeter ANALYSIS SOFTWARE panel.
THE POLLING
•
6) THE MONITORING SYSTEM
•
•
•
•
TAM data comprises of individual TV viewing data ESTABLISHMENT SURVEY and a TVEvents database. THE PANEL MultiGrabber: Digitally captures television images THE PEOPLE METERS Automatic Spot Recognition (ASR): Stores THE POLLING digitalized images grabbed by the grabber in The library where recognition happens. THE PRODUCTION SOFTWARE TelePad : Deals with quality control and facilitates events production workflow THE MONITORING SYSTEM It includes: data entry, editing, cleaning ANALYSIS SOFTWARE and export.
7) ANALYSIS SOFTWARE
•
Arianna, Nielsen’s comprehensive analysis software, multiplies the value of the TAM data This PC based software is used daily by planners and buyers, advertisers, media directors, programmers, schedulers to achieve their objectives in the competitive world of television
ESTABLISHMENT SURVEY
THE PANEL
•
THE PEOPLE METERS
THE POLLING
THE PRODUCTION SOFTWARE THE MONITORING SYSTEM
•
ANALYSIS SOFTWARE The software allows clients to analyze the TAM database in a fast and efficient manner
SIGNIFICANCE OF TRP POINTS
•
One single television ratings point represents 1% of viewers in the surveyed area in a given minute E.g. TRP of 2.1 represents 2.1% of the panel homes are viewing the particular programme
Ratings are also shown according to specific demographics rather than households • E.g. One ratings point among the key 18-49 year olds demographic is equivalent to 1% of all 18-49 year olds in the country.
•
RELIABILITY ISSUES & DRAWBACKS
•
Sampling Errors
1. Inadequate coverage of the TV owning population. E.g.. INDIA – only 16 top cities in 9 states(7000 households) for a Rs.2000 crore market. 2. Excluding top income bracket households.
•
Bad impact on the content of television
-less focus on building strong programming brands
•
Extra importance given to TRPs
MEDIA PLANNING AND TRP
Generic strategies used by media planners:
•
Maximize reach - Buy in channels/ dayparts that increase the
absolute number of people reached.
•
Maximize Frequency
- Identify channels/dayparts that leads to maximization of duplication.
MAXIMIZE REACH
reach
AOTS
reach
When the duplication is lower the reach increases and average OTS(opportunity to see) decreases
MAXIMIZE FREQUENCY
rch
AOTS.
rch
When the duplication goes up reach decreases and average OTS increases
Basically, to implement this strategies for television medium they use TRP a a measure so that they can optimize their spend along with the purpose being served.
ROLE OF GOVERNMENT
•
Questions raised in parliament
- only 2 private agencies aMAP & TAM were involved in measuring TRPs
•
Committee instituted on 12th May 2010
- to bring in place an effective mechanism for a transparent TRP system in India
•
Issues in current system
- accuracy, accountability, transparency & objectivity
RECENT CASE OF TRP WARS
V/S
KBC - 4 V/S BIG BOSS
The first episode of Kaun Banega Crorepati-4 has beaten the first Bigg Boss episode hands down. • KBC 4 – rating of 5 Big Boss – rating of 3.6 (according to aMAP) • To increase TRPs both broadcasters used various strategies. • Some media experts say that the “Genres” of the shows are different - Different categories of audiences (both the show will sustain)
•
doc_271675270.pptx
different methods of capturing TRPs.
TELEVISION RATING POINTS (TRP)
A MARKET RESEARCH PROJECT
:
GROUP MEMBERS
EVELLYN GOES – 114 RAHUL NAIR – 134 SWAPNIL KANADE – 123 MITESH KAPADIA – 29 HITESH RAMDASANI – 44
INTRODUCTION
•
What is TRP? Television Rating Points It determines how many people are watching a particular program at a given point of time It is a measure of popularity of a programme or channel
•
•
THE NEED FOR TRP
Newspaper / Magazines frequencies can be counted • No direct way to know how many people watch a particular programme • Huge investment goes in TV programmes • Demand for accurate information of TV audiences by advertising agencies, broadcasters, media planners. • Ultimately needed for defining the market’s commercial airtime
•
WHO DOES IT?
Doordarshan (DART - Doordarshan Audience Research Team) • 1994 - INTAM (Indian National Television Audience
•
Measurement)
1997 – TAM (Television Audience Measurement) • TAM Media Research– JV of AC Nielsen & Kantar Media Research(IMRB) – (Weekly reports) • 2004 – aMAP Media Research (Daily reports) • Joint Industry Body(JIB) currently monitors the processes and consists of members of ISA, IBF, AAAI
•
METHODOLOGY
•
Notebook method of recordkeeping by DD
•
Frequency monitoring technique
Picture Matching technique
•
MEASUREMENT TOOLS
Random telephone calls • TV diaries, booklets • Electronic gadgets called People Meters ? Meter with buttons & lights assigned to each member of family ? Accurately monitors what is viewed every second and by whom • In practice, all 3 tools used for increasing accuracy
•
ENTIRE PROCESS AT TAM
ESTABLISHMENT SURVEY
THE PANEL
THE PEOPLE METERS
THE POLLING
THE PRODUCTION SOFTWARE
THE MONITORING SYSTEM
ANALYSIS SOFTWARE
1) ESTABLISHMENT SURVEY
•
•
A large scale face-to-face survey in Tier I cities E.g. Sample is 10 times larger than the THE PANEL panel to be selected May be taken from NRS surveys, Census data or an independent survey can also be carried out THE PEOPLE METERS To determine the characteristics of the population and from whom the panel homes would be selected Provides data on demographics, social characteristics, TV penetration and information on local TV environment
THE POLLING
ESTABLISHMENT SURVEY
•
THE PRODUCTION SOFTWARE THE MONITORING SYSTEM
•
ANALYSIS SOFTWARE
2) THE PANEL
• •
Appropriate no. of households selected on basis of statistical design (approx. 5500 – 7500) Control parameters are used within every market to ensure panel representation of all parameters that influence TV viewing
Primary Controls SEC A/B/C/DE Household size programmes Secondary Controls SEC A1/A2 TV type (B&W, Colour)
ESTABLISHMENT SURVEY
THE PANEL
THE PEOPLE METERS
THE POLLING
Claimed weight of viewing
Terrestrial/C&S Language preferred to watch TV
Geographical dispersion
Remote/Non-Remote
THE PRODUCTION SOFTWARE THE MONITORING SYSTEM
•
Actual data is tracked and extracted from this panel of households
ANALYSIS SOFTWARE
3) THE PEOPLE METERS
•
Peoplemeter gadgets installed in the panel homes to monitor and store data Dedicated remote control for each individual which enables individual data to be captured in the Peoplemeter One meter enabled to transmit all data through telephone line
ESTABLISHMENT SURVEY
THE PANEL
•
THE PEOPLE METERS
THE POLLING
THE PRODUCTION SOFTWARE
•
THE MONITORING SYSTEM
ANALYSIS SOFTWARE
4) THE POLLING
•
A process of transmitting the data from the Peoplemeter to the central production centre. It occurs daily between 0200h and 0600h via the home’s fixed telephone line or a GSM modem installed in the meter’s transmission unit.
ESTABLISHMENT SURVEY
THE PANEL
•
THE PEOPLE METERS
THE POLLING
THE PRODUCTION SOFTWARE THE MONITORING SYSTEM
ANALYSIS SOFTWARE
5) THE PRODUCTION SOFTWARE
•
Software used for transmission is Pollux
ESTABLISHMENT SURVEY
THE PANEL
•
It guarantees the integrity and standardization THE PEOPLE METERS of the system for all clients.
Pollux enables Nielsen to offer complete transparency, providing an authorized auditor THE PRODUCTION SOFTWARE with direct access to all reports pertaining to THE MONITORING the selection, recruitment, installation, SYSTEM polling and validation of the Peoplemeter ANALYSIS SOFTWARE panel.
THE POLLING
•
6) THE MONITORING SYSTEM
•
•
•
•
TAM data comprises of individual TV viewing data ESTABLISHMENT SURVEY and a TVEvents database. THE PANEL MultiGrabber: Digitally captures television images THE PEOPLE METERS Automatic Spot Recognition (ASR): Stores THE POLLING digitalized images grabbed by the grabber in The library where recognition happens. THE PRODUCTION SOFTWARE TelePad : Deals with quality control and facilitates events production workflow THE MONITORING SYSTEM It includes: data entry, editing, cleaning ANALYSIS SOFTWARE and export.
7) ANALYSIS SOFTWARE
•
Arianna, Nielsen’s comprehensive analysis software, multiplies the value of the TAM data This PC based software is used daily by planners and buyers, advertisers, media directors, programmers, schedulers to achieve their objectives in the competitive world of television
ESTABLISHMENT SURVEY
THE PANEL
•
THE PEOPLE METERS
THE POLLING
THE PRODUCTION SOFTWARE THE MONITORING SYSTEM
•
ANALYSIS SOFTWARE The software allows clients to analyze the TAM database in a fast and efficient manner
SIGNIFICANCE OF TRP POINTS
•
One single television ratings point represents 1% of viewers in the surveyed area in a given minute E.g. TRP of 2.1 represents 2.1% of the panel homes are viewing the particular programme
Ratings are also shown according to specific demographics rather than households • E.g. One ratings point among the key 18-49 year olds demographic is equivalent to 1% of all 18-49 year olds in the country.
•
RELIABILITY ISSUES & DRAWBACKS
•
Sampling Errors
1. Inadequate coverage of the TV owning population. E.g.. INDIA – only 16 top cities in 9 states(7000 households) for a Rs.2000 crore market. 2. Excluding top income bracket households.
•
Bad impact on the content of television
-less focus on building strong programming brands
•
Extra importance given to TRPs
MEDIA PLANNING AND TRP
Generic strategies used by media planners:
•
Maximize reach - Buy in channels/ dayparts that increase the
absolute number of people reached.
•
Maximize Frequency
- Identify channels/dayparts that leads to maximization of duplication.
MAXIMIZE REACH
reach
AOTS
reach
When the duplication is lower the reach increases and average OTS(opportunity to see) decreases
MAXIMIZE FREQUENCY
rch
AOTS.
rch
When the duplication goes up reach decreases and average OTS increases
Basically, to implement this strategies for television medium they use TRP a a measure so that they can optimize their spend along with the purpose being served.
ROLE OF GOVERNMENT
•
Questions raised in parliament
- only 2 private agencies aMAP & TAM were involved in measuring TRPs
•
Committee instituted on 12th May 2010
- to bring in place an effective mechanism for a transparent TRP system in India
•
Issues in current system
- accuracy, accountability, transparency & objectivity
RECENT CASE OF TRP WARS
V/S
KBC - 4 V/S BIG BOSS
The first episode of Kaun Banega Crorepati-4 has beaten the first Bigg Boss episode hands down. • KBC 4 – rating of 5 Big Boss – rating of 3.6 (according to aMAP) • To increase TRPs both broadcasters used various strategies. • Some media experts say that the “Genres” of the shows are different - Different categories of audiences (both the show will sustain)
•
doc_271675270.pptx