By Dotun ADEDOYIN
In today’s media landscape, audience measurement is an essential process for media planning and advertising. With the proliferation of media channels, platforms, and devices, the ability to measure audience behaviour and preferences has become more complex and critical than ever. Whether it is TV, streaming, or digital media, understanding who is consuming content is, and how they are doing it is fundamental to creating successful media strategies.
In this article, we will explore what audience measurement is and why it is so important, as well as the different methods used to collect data and provide actionable insights. Whether you are a media planner, advertiser, or content creator, understanding audience measurement is key to making informed decisions and driving success in today’s media landscape.
In the TV and streaming video on demand (SVOD) context, audience measurement is the process of collecting data on the viewership of TV programs and streaming content. This data is used to understand who is watching, how they are watching, and how engaged they are with the content. This information is vital for broadcasters, streaming services, and advertisers to make informed decisions about programming, advertising, and distribution strategies.
One of the primary methods of audience measurement in the TV and SVOD context is rating data. Rating data is collected by specialized research companies like Nielsen, which uses devices attached to TV sets or meters attached to set-top boxes to collect viewership data. This data is used to estimate the number of viewers who watch a particular program, as well as demographic information such as age, gender, and location. The rating data is then used to inform decisions about program scheduling, advertising, and content creation.
Another popular method of audience measurement in the SVOD context is tracking technology. This involves the use of cookies, mobile apps, and other digital tracking tools to collect data on how users are interacting with streaming content. This data can include information about which shows or movies are being watched, the frequency of viewing, and the amount of time spent watching. This data can then be used to create personalized recommendations for users and to inform programming and advertising strategies.
In addition to rating data and tracking technology, surveys are also used to collect data on TV and streaming audiences. Surveys can provide valuable insights into the preferences and opinions of viewers, as well as demographic information.
In the African context, audience measurement in the TV and SVOD space has become increasingly important as the media landscape has grown and evolved. In South Africa, for example, research companies such as Kantar TNS, Ipsos, and Nielsen provide audience measurement services to broadcasters and advertisers. These companies use a range of methodologies, including those earlier mentioned such as ratings data and surveys, to collect data on TV and streaming audiences.
In Nigeria, where the TV and streaming industry is also rapidly expanding, companies like GeoPoll and Nielsen have also established a presence in the market, providing audience measurement services to broadcasters and advertisers.
Overall, audience measurement is a critical component of the TV and SVOD industry. By understanding who is watching, how they are watching, and how engaged they are with the content, broadcasters, streaming services, informed decisions about programming, advertising, and distribution strategies can be made. The importance of audience measurement is growing as the media landscape continues to evolve and expand.
One of the most prominent players in this space is GeoPoll, which uses a mobile-based methodology to gather data on audience size and behaviour. By collecting data from mobile users across Africa, GeoPoll can provide insights into the viewing habits of audiences across the continent.
Another major player in the African audience measurement landscape is the Nigerian-based firm, Media Perspectives. This company provides a range of media research and analysis services, including audience measurement, to help broadcasters and advertisers better understand their audiences.
Moving to the UK, one of the most well-known audience measurement service providers is BARB (Broadcasters’ Audience Research Board). BARB is the official provider of television audience measurement in the UK and is owned by the BBC, ITV, Channel 4, Channel 5, Sky, and the Institute of Practitioners in Advertising. The company uses a panel-based methodology to collect data on TV viewing habits, which is then used to create a picture of the overall TV audience in the UK. BARB also provides data on SVOD services, including Netflix, Amazon Prime Video, and Disney+.
Another major player in the UK audience measurement landscape is Kantar Media. Kantar provides a range of media research and analysis services, including audience measurement to broadcasters, advertisers, and media agencies. Kantar Media uses a range of methodologies to collect data on audience behaviour, including surveys, metering technology, and social media analysis.
More interestingly, there are various metrics that are used to provide insights into the behaviour and preferences of viewers. Some of the common metrics used in TV and SVOD audience measurement include TVR, share, reach, 000s, unique profile, and total views. Understanding these metrics is essential in interpreting audience data and making informed decisions
TVR or Television Rating Point is a measure of the percentage of a target audience that watches a particular TV programme at a specific time. TVR provides information on the popularity of a programme and how well it is performing in relation to the target audience. For example, if a programme has a TVR of 5, it means that 5% of the target audience watched the programme. TVR is often used to determine the success or failure of a programme and helps to identify trends in viewing behaviour.
Share is a measure of the percentage of the available audience that watched a particular programme or channel at a specific time. Share is a more comprehensive measure of a programme’s popularity than TVR as it takes into account the entire viewing audience, not just the target audience. Share is also useful in determining the competitiveness of a programme or channel in its timeslot.
Reach is a measure of the number of people who were exposed to a programme or channel over a specific period, usually a week or a month. Reach measures the total number of viewers who watched a programme, regardless of whether they were part of the target audience or not. Reach provides information on the overall size of the audience and the potential impact of a programme or channel on a wider audience.
000s, also known as ‘000, is a measure of the total number of viewers who watched a programme or channel over a specific period, usually a week or a month. 000s are often used to compare the audience size of different programmes or channels and help to identify trends in viewing behaviour.
Unique profile refers to the specific characteristics of a programme or channel’s audience, including age, gender, income level, and geographic location. Unique profiles provide valuable insights into the demographic makeup of a programme’s or channel’s audience, allowing for targeted advertising and programming strategies.
Total views are a measure of the total number of times a programme or piece of content has been viewed on a specific platform or channel. Total views are useful in determining the popularity of a programme or piece of content and are often used in digital platforms such as SVOD.
These metrics are used to measure different aspects of viewing behaviour and are often used in combination to provide a more comprehensive understanding of audience behaviour. Day part or programme or channel-specific metrics can be used to identify viewing patterns and trends, allowing for informed decisions regarding programming and advertising strategies. Understanding these metrics is essential in providing actionable insights into audience behaviour and improving the effectiveness of TV and SVOD advertising and programming strategies.
In conclusion, audience measurement is an essential component of any successful media strategy, whether in the context of cinema, traditional broadcast television, or SVOD platforms. By using a combination of survey research, tracking technology, and analytics-based techniques, media companies and advertisers can gain a deeper understanding of their audience and make informed decisions about programming and advertising.
While audience measurement is still a developing field in many parts of the world, there are a few organizations and companies working to improve the quality and availability of data, and it is likely that we will continue to see advances in audience measurement technology and methodology in the coming years.
** Dotun Adedoyin is an Analytics professional with a passion for using data to drive impactful business strategies in the Media, specifically in the Film/Content/Pay TV/SVOD landscape. With years of experience analysing audience needs, content performance, and platform utilization, he has earned a reputation as a skilled and insightful industry expert.
