Tv Audience Measurement Research

Research Method

SBT TV AUDIENCE MESUREMENT RESEARCH

SBT TAM System which is entirely developed by SBT is designed for providing reliable and accurate TAM data, based on the needs of the media, advertising and research sectors.

THE STEPS OF THE SBT TAM RESEARCH

TAM Research basically is a part of media research that in which the second by second TV audience data is gathered with the electronic devices from the sample houses which were selected randomly with a scientific procedure and thought to be representative of the population.

ESTABLISHMENT SURVEY

A large scale, face to face Establishment Survey which is used for estimating the characteristics of the population and gathering a prospective sample panel houses database is essential to do a proper TAM research. Sample panel homes which are actively involved in the research is selected from the families that are in the Establishment Survey database.

ESTABLISHMENT SURVEY SAMPLING METHODOLOGY

The Establishment Survey (ES) sampling frame is defined including all the major cities (15 cities including urban and rural areas) in each region of Turkey. The Sampling methodology of the Estab-lishment Survey was designed with the assistance of Turkish Statistical Institute, professors from universities, and in line with the international standards of conduct.

A multi stage, stratified, random sampling method has been used to select the sample homes. The strata are based on regional borders and population groups . 2010 and 2012 Establishment Surveys were conducted with 27.000 sample homes each including urban and rural areas which were determined by Turkish Statistical Institute (TUIK).

SBT TAM panel homes were randomly selected based on predetermined parameters from SBT Establishment Survey database including 15 cities. These 15 cities were chosen from 12 geographic regions to represent Turkey based on the IBBS-NUTS-Level1 (The Nomenclature of Territorial Units for Statistics) that was developed by Turkish Statistical Institute (TUIK) with the coordination of European Union Statistical Office (Eurostat). The Sampling methodology of the Establishment Survey was designed in line with the international standards of conduct. SBT is a member of ESOMAR (European Society of Opinion and Marketing Research), AAPOR (American Association of Public Opinion Research), and MRS (Market Research Society). Being a member of these high reputation research organizations, SBT obeys the international codes of these organiza-tions on research. The SBT TAM Research is also designed in line with the GGTAM (Global Guide-lines of TV Audience Measurement) principles.

ES DATA ANALYSIS

The ES data is analysed to get population universe parameters, and to see the characteristics of the population. A new “prospective panel homes” database is generated to select the TAM panel homes in line with predetermined control variables.

ESTABLISHMENTSURVEY

PANEL DESIGN

URBAN RURAL

INSTALLATION DATA PRODUCTION ANALYSIS & REPORTINGSECOND BY SECONDMEASUREMENT

SBT TAM SYSTEM

Panel Design

The panel is a statistical sample of the universe. It consists of families which are selected randomly with a scientific procedure and thought to be representative of the population. The SBT panel universe consists of the people who have TV and are 5 years old or more . The SBT panel is formed by 2684 sample homes. Each home is classified according to some parameters which are important for TAM research like SES(Socio-economic status), Urban-Rural penetration, TV Platform, TV size, etc. Each panel home is selected randomly according to these mentioned parameters from the “prospective panel homes” database. Then, SBT Comet device is installed to these homes. More than one SBT Comet device is installed for the families who have more than one TV.

COMET

SBT COMET (SBT COMMUNITY METER)

SBT COMET is state-of- the-art electronic device capable of measuring second by second TV Audience viewing-behavior developed by SBT R&D department engineers.

Three different SBT COMET types are developed compatible with different viewing technologies. One of Digital COMET, Analog COMET or Audio-Match COMET devices is installed according to panel homes viewing environment

SBT COMET transmits the second by second viewing data to central production center by GPRS with 5 minutes periods. In case of a GPRS problem in the panel home’s area, COMET keeps second by second data until the second 5 minutes period and transmits it.

SBT panel homes use only COMET’s remote control to control TV and the COMET at the same time.COMET Remote control has 8 panel viewer buttons, and 4 guest viewer buttons on it.

SBT COMET REMOTE CONTROL

TeletextButtons

Television & Sbt CometPower On/off Buttons

Channel ChoiceButtons

Viewer choice: in the Paner, everyone has ownViewer button, has toActivate this buttonDuring tv watching

Menu & DirectionButtons

Channel & VolumeUp/down Buttons

Data Production

SBT TAM System produces accurate and reliable TAM data which is second by second audience viewing behavior in line with the international standarts. This system is designed with the state of-the-art technology and is designed to adapt the technological innovations. This system is one of the most important parts of the SBT TAM research.

Reporting

SBT TAM Analysis softwares, Eksen and Spotter allow users to get detailed reports based on the second by second TAM data. Reporting is one of the most important parts of the research as well as the design of the study. Users can do comprehensive analyses with a sophisticated and user friendly research and reporting interface. Advertisers, broadcasters, researchers and advertising agencies can plan their future bussiness steps based on the in-depth analyses and projections that are provided by Eksen and Spotter.

Reporting Platforms

Eksen is a statistical platform developed by SBT which is a comprehensive software to analyze enormous TAM Database. Eksen is a analysis platform combines impressive calculation speed, flexibility and sophisticated reporting capabilities in a user-friendly working environment. Planners and buyers, advertisers, media directors, programmers and sales executives, among others, use Eksen software to achieve their critical goals in the dynamic and competitive television and adver-tising industry.

Eksen gives the opportunity to do in depth time and TV program based analyses as well as sofisti-cated complex analyses in a very user friendly environment. Users can get any reports related to TV viewing behavior like AMR, Share, Reach etc reports as well as some post eveluation reports.

Eksen also has a module that shares second by second instant viewing behavior.

Spotter is an innovative analysis platform designed for analyzing advertising data used for deliver-ing the TV commercial ratings, planning advertising campaings and assessing advertising expendi-tures.

Spotter is unique in the sense that giving second by second GRP(Gross Rating point) values of TV spots. Each TV spot can get its real , exact viewing value which is not possible with any other adver-tising analysis tools in the world. Users can do many detailed analysis using spotter.

Eksen Live is a web based online instant data sharing platform developed by SBT.

Eksen live shares 8 minutes delayed, second by second instant TV Audience Measurement Data, AMR% and Share values with the video streams of the programs. Users have ability to compare rating and share values of the channels and different targets and see the video of the broadcast.

www.sbtanaliz.com