ITV

Tag: measurement

  • Sports provide a lift to broadcast TV in September, streaming remains top in the US: Nielsen report

    Sports provide a lift to broadcast TV in September, streaming remains top in the US: Nielsen report

    Mumbai: The kickoff of the fall TV season in the US and the return of football provided audiences with an abundance of new content in September, fueling a 2.4 per cent rise in total TV viewing. The arrival of new broadcast programming provided the traditional lift that we’ve seen historically, but the 12.4 per cent increase in volume from August wasn’t enough to alter the trajectory of streaming usage, as streaming services captured 36.9 per cent of total TV usage, according to Nielsen.

    Alongside the whopping, but perhaps not totally unexpected, 222 per cent increase in sports viewing on broadcast channels, audiences continued to overindulge on streaming content, resulting in yet another monthly high-water mark. Audiences also continue to expand their choice of streaming service, with YouTube hitting a new platform-best streaming record, claiming eight per cent of TV viewing and equaling Netflix’s July record high, Hulu securing its own record of 3.7 per cent, and Pluto TV capturing one per cent of total TV, enabling it to be showcased outside of the “other streaming” category. HBO Max also gained 9.9 per cent in volume thanks to House of the Dragon and Game of Thrones, pushing its share of TV to 1.3 per cent.

    In several cases, increases in volume did not affect total TV share. For example, Amazon Prime Video usage increased 3.9 per cent in September on the strength of The Lord of the Rings: Rings of Power and specific Thursday Night Football games, but the platform’s share of total TV remained flat at 2.9 per cent. Similarly, Disney+ saw a 2.4 per cent increase in volume, yet its share of total TV stayed at 1.9 per cent.

    Broadcast recorded the largest month-over-month gain, driven by the sports genre, which accounted for 25.1 per cent of broadcast viewing. That said, broadcast’s 24.2 per cent share in September was 7.1 per cent lower than it was a year ago. Cable also benefited from a 40 per cent bump in sports viewing, but the 0.4 per cent rise in usage wasn’t enough to move cable’s share of total TV. In fact, with the other categories gaining share in the month, cable dropped 0.7 share points to finish with 33.8 per cent of total TV, its lowest share ever reported by The Gauge. Cable viewing was 9.3 per cent lower in September compared with a year ago.

    The return of football was the true spark in September, as it provided new content across broadcast, cable, and streaming. But even without sports, streaming—in all of its forms—continues to gain adoption, and it benefits from the emphasis that pure-play streamers and media companies alike are placing on it.

  • Recovery on track: Print ad volumes surges by 93% in Q3 shows TAM AdEx

    Recovery on track: Print ad volumes surges by 93% in Q3 shows TAM AdEx

    Mumbai: Continuing the path to recovery, print media has witnessed a 93 per cent increase in ad volume in the July-September period, over its previous quarter. The surge in ad volume was led by the services and education sector, according to AdEx India, a division of TAM Media Research, a TV audience measurement agency.

    Print media was hit hardest during the pandemic, with ad volumes dropping 47 per cent during the second Covid wave. The overall advertising spends had dropped 43 per cent to Rs 10,350 crore last year from Rs 18,164 crore in 2019. The recent growth in ad volume has come as good news for the newspapers and magazines after a tumultuous period, which had to face shut downs, and mass lay-offs last year.

    The analysis also showed that the print ad volume recorded a 37 per cent growth over the same period last year. At least 20 out of the 27 sectors in print media saw positive growth during the three months, compared to the same period a year back.

    [[{“fid”:”1050439″,”view_mode”:”default”,”fields”:{“format”:”default”,”alignment”:””,”field_file_image_alt_text[und][0][value]”:false,”field_file_image_title_text[und][0][value]”:false},”link_text”:null,”type”:”media”,”field_deltas”:{“1”:{“format”:”default”,”alignment”:””,”field_file_image_alt_text[und][0][value]”:false,”field_file_image_title_text[und][0][value]”:false}},”attributes”:{“height”:409,”width”:700,”class”:”media-element file-default”,”data-delta”:”1″}}]]

    Among the top growing categories, ‘Ecom –Food/Grocery’ showed the maximum rise in Ad Volumes with twelve times the growth in Jul-Sep’21 over Jul-Sep’20. From the retail sector, clothing/fashion and consumer durables/home appliances entered the top-ten list with a positive shift in their ranks. Four out of the top-10 growing categories were from the retail sector which saw 4.6-fold growth in the one year under review.

    The research firm monitors over 700 newspapers and more than 180 magazines, and found that LIC emerged as the top brand in Jul-Sep’21 followed by Maruti Car Range. Aakash Byjus and Winzo Games were the new entrants in the Top 10 list of Advertisers. Two among the Top 10 brands were from ‘Auto’, ‘Education’ and ‘Personal Healthcare’ sector. The Top 100 brands accounted for nearly 29 per cent share of Print Ad Volumes.

    ‘Jacket-Full Page’ ads had 31 per cent share in the total ad Volumes followed by ‘Full Page’ ads with 24 per cent share during Jul-Sep’2, according to the report.

    Sales Promotions covered 29 per cent of Print Ad Volumes during Jul-Sep’21. Among the various sales promotions used in Print, ‘Multiple Promotion’ grabbed 47 per cent share followed by ‘Discount Promotion’ with 34 per cent share, said the report.

  • BARC announces intent to initiate ‘one video view’ measurement

    BARC announces intent to initiate ‘one video view’ measurement

    MUMBAI: Media planners and buyers and marketers have repeatedly expressed their desire to have a way of tracking how much video is being watched, on TV, on the mobile handset and on OTTs as linear or video on demand. BARC India CEO Sunil Lulla says the monitoring agency may have a solution by 2021.

    In a virtual fireside chat  with  indiantelevision.com founder, CEO and editor-in-chief Anil Wanvari, Lulla said that if there is one big takeaway from this pandemic it Is that there has been a huge adoption of digital consumption. Lulla is working very closely with the industry to build something which can offer a  ‘one video view’.

    "You may watch TV, you may watch the TV show on your telephone or you may watch an OTT content which is not coming on TV,” he said. “We would like to bring that measure to bear and that’s what we are working towards. We will begin that process next year of being able to share that data in 2021.”

    Lulla explained BARC’s previous attempts to monitor digital video consumption were ambitious.

    “The industry has been impacted by the pandemic. It’s going to bounce back quickly. What is going to accelerate it is the advertising on digital. That’s where I see BARC’s role playing out in benchmarking, measuring, projecting or stating out on how the consumption is happening and how it is driven," he said. 

    Lulla further added that the BARC teams have had conversations with the stakeholders, and the idea is now to have a proof  of concept, build pilots, though it could take a year.

  • GroupM Malaysia signs up for Kantar’s TV measurement system

    GroupM Malaysia signs up for Kantar’s TV measurement system

    MUMBAI: GroupM Malaysia has subscribed to Kantar Media’s Dynamic Television Audience Measurement (DTAM) service, which is the new television currency for measuring the habits of Pay TV viewers in Malaysia.

     

    The agreement comes into effect immediately and gives GroupM’s clients access to the system for their 2016 TV planning and buying requirements on Pay TV. The DTAM measurement system was launched in Malaysia in 2015 and was available to media agencies on a free trial basis until December. The system measures viewing behaviour using Return-Path-Data technology (RPD), first introduced by Kantar Media in Europe in 2005 and which has since been implemented in America, Africa, Europe and other parts of Asia Pacific.

     

    DTAM offers granular information on HD channels and time-shifted viewing – both rapidly increasing viewing trends in Malaysia.

     

    “Our agency teams successfully trialled the DTAM system last year, testing the metric to ensure it meets the needs of our clients and learning how to mine the data to obtain the most comprehensive insights into audience viewing,” said GroupM Malaysia CEO Girish Menon.

     

    “Kantar Media’s proven experience in adopting RPD technology has proven to be more effective for multi-channel networks like Astro and will add greater insight to supplement the existing traditional measurement already in the country,” he added.

     

    “We’re delighted that GroupM Malaysia have recognised the benefits of DTAM to ensure their clients have the best possible insight to inform their media planning and buying decisions,” said Kantar Media Asia Pacific managing director  Nick Burfitt. “Our experience in audience measurement across over 50 markets worldwide will mean that GroupM and their advertiser clients will benefit from best-in- class technology and measurement to inform their decisions both now and in the future.”

  • GroupM Malaysia signs up for Kantar’s TV measurement system

    GroupM Malaysia signs up for Kantar’s TV measurement system

    MUMBAI: GroupM Malaysia has subscribed to Kantar Media’s Dynamic Television Audience Measurement (DTAM) service, which is the new television currency for measuring the habits of Pay TV viewers in Malaysia.

     

    The agreement comes into effect immediately and gives GroupM’s clients access to the system for their 2016 TV planning and buying requirements on Pay TV. The DTAM measurement system was launched in Malaysia in 2015 and was available to media agencies on a free trial basis until December. The system measures viewing behaviour using Return-Path-Data technology (RPD), first introduced by Kantar Media in Europe in 2005 and which has since been implemented in America, Africa, Europe and other parts of Asia Pacific.

     

    DTAM offers granular information on HD channels and time-shifted viewing – both rapidly increasing viewing trends in Malaysia.

     

    “Our agency teams successfully trialled the DTAM system last year, testing the metric to ensure it meets the needs of our clients and learning how to mine the data to obtain the most comprehensive insights into audience viewing,” said GroupM Malaysia CEO Girish Menon.

     

    “Kantar Media’s proven experience in adopting RPD technology has proven to be more effective for multi-channel networks like Astro and will add greater insight to supplement the existing traditional measurement already in the country,” he added.

     

    “We’re delighted that GroupM Malaysia have recognised the benefits of DTAM to ensure their clients have the best possible insight to inform their media planning and buying decisions,” said Kantar Media Asia Pacific managing director  Nick Burfitt. “Our experience in audience measurement across over 50 markets worldwide will mean that GroupM and their advertiser clients will benefit from best-in- class technology and measurement to inform their decisions both now and in the future.”