The Nielsen Admosphere research agency will continue to measure TV viewership and video content for the Association of Television Organizations (ATO) in 2023-2027. The two companies announced on Tuesday that they signed a contract on 28 June to carry out cross-platform measurement of TV viewership in the Czech Republic over the next five-year period (2023-2027). Nielsen Admosphere has been implementing TV measurement in the Czech market for 20 years.
The project is expected to offer a comprehensive TV viewership measurement solutions during this period. Its structure will build on the previous project period (2018-2022). The new wave of measurement emphasises, among other things, the trend towards non-linear tracking of TV content on both traditional and internet platforms and the joint reporting of results. The extension of the functionality in the area of non-linear tracking (timeshift) will also be brought by the “flagship” of the project, the Adwind Kite Lite software (Lite is a core module of the software). The number of households connected to the TV panel is 1,900.
However, the project does not yet include cross-media measurement of video content, which would provide uniform data on the viewership of video programmes and video advertising on different platforms and devices. However, the project envisages this extension, including the possibility of the new AdCross measurement becoming a “single currency”. A possible extension to include RPD data (Return Path Data from IPTV devices) is also being discussed for the future. As in the past, innovations are not directly tied to the five-year project cycles, but are ongoing.
Deployment and Continuous Research, the most important calibration sources for the project, are also responding to the changing conditions. Based on the experience from the covid-19 period, when face-to-face interviewing was not possible, combinations of interviewing techniques are being used much more than in the past. The technology for measuring viewership is also changing. The peoplemeters used to measure the panel of respondents in the so-called TV part of the project are gradually being upgraded by Nielsen Admosphere.
"Nielsen Admosphere's approach is a guarantee for us that the TV audience measurement project in the Czech Republic will not be 'preserved' in a certain form for the next 5 years when the contract is signed, but will continuously evolve according to the latest trends and findings in the framework of our cooperation. It is already at a very high level in international comparison, which we definitely want to maintain and further develop,"
said Vlasta Roškotová, Managing Director of ATO.
"We appreciate the trust that ATO has in us and I believe that the quality of our final data together with our innovative and proactive approach to the project during each five-year period will be the basis of our good cooperation in the future,"
said Tereza Šimečková, Managing Director of Nielsen Admosphere.
In addition to Nielsen Admosphere, Kantar also participated in the selection process of the cross-platform audience measurement.
Electronic TV measurement on the Czech market
Electronic measurement of TV viewership has been implemented in the Czech Republic under the ATO banner since 1997. June 2022 marks the 25th anniversary of the measurement. During this time, measurement has moved from minute-by-minute measurement of linear broadcasts of a few TV stations on a panel of 600 households to measurement of hundreds of stations broadcasting on multiple platforms (including HbbTV, computers, mobile, tablets), second-by-second measurement of a range of broadcast forms including video on demand and time-shifted viewership through a variety of technologies. Final data is available two hours after the end of the measurement day and preliminary data is even available in near real-time. Nielsen Admosphere has been measuring TV viewership in the Czech Republic since 2002.
Source: mediaguru.cz
