TV & online audience measurement in Spain: interview of Mariayun Martin de los Rios A. & Eduard Nafria, Kantar Media Spain
With regard to traditional Television, what is currently measured by Kantar Media in Spain?
Kantar Media Spain currently runs a panel of 4,755 households equipped with People Meters to measure live, time shift (VOSDAL + 7 days) and guest viewing. We also monitor programs and adverts of more than 110 TV channels.
We are also developing RPD measurement projects with the two biggest pay TV operators in Spain, Movistar and Vodafone. In total, we process data of nearly 5 million decoders on a daily basis.
Since February 2015, we measure Vodafone users’ consumption on Vodaphone’s audiovisual services platform: linear, time shift viewing, Video on Demand and the use of interactive applications through all digital devices. Since October 2016, we measure in a similar way the consumption of almost 4 million Movistar+ subscribers, but also assign an individual audience to each content thanks to the Piving probability algorithm (owned by Kantar media). With more than 15 ongoing operations around the world, Kantar Media consolidates its position as market leader in RPD measurement.
Both RPD services complement the existing audience measurement provided in Spain. It´s a great opportunity for the industry to have access to census data of millions of households in a context characterized by a growing audience fragmentation and an increasing TV offer, it allows operators to better adapt their content offer with more agility.
Besides traditional Television, how does Kantar Media measure the online viewing on PCs and mobile devices and what is the current scope of this measurement?
In April 2015, we announced a strategic partnership between comScore and Kantar Media with the aim to set up a global cross-media measurement. This project involving a great technical complexity is the first project of its kind in Spain. Its flagship product is the Cross Media Audience Measurement (CMAM).
In Spain, we have been working on this project for two years with the main TV operators (RTVE, Atresmedia, Mediaset, CCMA, Disney…) and now we are close to a measurement that integrates both television and digital media.
Kantar Media has progressively deployed the Virtual Meter in the TV panel to currently reach more than 5,000 devices. This digital Meter allow us to know about the digital consumption of our panelists. It therefore provides us the necessary information to calibrate it with the census data provided by comScore.
In this regard, all TV operators involved in this project have tagged their content with Streaming Tag, a comScore tag, in which a series of attributes called CMAM are defined, with all the necessary information for Kantar Media to associate this digitally consumed video content discriminated by devices with the TV broadcast related to a specific day and time on a channel.
Instar Analytics Web (IAW) is the tool developed by Kantar Media to work with side-by-side data. Currently, these data are private, meaning that each TV operator can access and consult its own consumption data, but don´t share it with other operators.
The second phase of the project, called Extended TV Programs Audience, is scheduled for the second half of 2018. This solution will provide coverage data to the Spanish market, based on the calibration method mentioned above, allowing analysis of incremental coverage between both media.