VIETNAM-TAM - Nielsen Technology

PEOPLE METER 

Measuring TV audiences requires state-of-the-art technology to ensure precise and accurate data is collected from the TAM panel homes, easily and effectively.

Increasing numbers of channels, multiple broadcasting platforms, increased number of TV sets and remote controls per family have lead to a more complex TV environment.

Within this dynamic environment, peoplemeters have proved themselves capable of measuring audiences with a degree of accuracy and detail, which surpasses previous alternative measurement systems.

VIETNAM-TAM uses UNITAM people meter, incorporating the latest technology, capable of measuring any type of broadcasting; including digital and analogue, free to air, cable and satellite, and time shift viewing. The people meters are installed on every TV set in the panel home. Each meter is capable of accurately monitoring, every second, 24 hours per day, 365 days per year, what is being viewed on each TV set, by whom, and of storing this data. The person, who is watching TV, registers itself by pushing the button (the number related) on the remote control. One meter in each home is then enabled to transmit all the stored data to the VIETNAM-TAM Data Collecting Center (UNITAM) daily from 2h00 to 6h00 by GPRS or 3G.

People Meter has 3 parts:

pm master

Central processor

  • Recording TV viewing activities of household as on/off TV,…
  • Storing, encoding and sending TV viewing’s data to Data Center (UNITAM)
pm display

Display Unit

  • Getting the interactions with Household by notifying household member who is watching the television whenever Television is turned on or off.
  • Being a clock displaying date and time whether the television is turned off.
pm remote Remote control
  • Being used for household member to log in or out when he/she watches TV based on the keys (1 – 10) assigned to each member.
  • Being comfortable for visitors when they want to log in TV in your house. In addition, guests need to register information about gender and age.

 

People Meter has these following advantages:

  • Accuracy.
  • Fully automatic.
  • Data will be recorded in each second and transmitted daily.
  • Compatible with all type of TV and TV infrastructure technologies (terestrial, satellite, cable, IPTV,…).
  • Simple, easy for using.

UNITAM

 

Unitam

UNITAM is a dedicated software which carry out collecting the data of households and reference channel data from TV Stations in order to determine TV activities of households:

  • Which channel are they watching?
  • Which daypart do they watch?
  • Which member of the household watched television?

UNITAM uses Audio Matching technology for channel identification, which is the most advance technology at the moment. Audio Matching identifies TV channels by comparing the encrypted signal which is collected at household (called Signature) to the encrypted audio of TV channel (called Reference). These two source signals are simultaneously collected and sent to the data processing center (UNITAM) for scanning and comparing. When there is a match between these source data, UNITAM will determine the TV channel which the Household viewed correctly.

UNITAM includes the following functional parts:

  • Data Collection from Households: Gathering information about viewed channel, viewer, TV viewed time of household, and status data of the device.
  • Reference Collection Channel: A collection of sample channel list data which are measured from the TV Station.
  • Data processing unit: Once the data from the household is available, the UNITAM data processing unit will make a comparison, channel identification, and TV viewed time from households.
  • Supervision Unit: The supervisor checks on the accuracy of the data after processing and also monitors the operating status of the equipment.

 

POLUX

 

Pollux Logo

 

POLLUX is the heart of the VIETNAM-TAM system, controlling the fundamental process of consolidating, validating and analyzing the household viewing data. The output is an audience database - individual by individual (unidentified) minute-by-minute, 365 days of the year.

The software functions cover all the main activities, namely the recruitment and the management of the households, the data transmission from the peoplemeters, the data validation, expansion and production, as well as the database generation for the application software.

POLLUX manages the database of the households where the peoplemeter has been set up. Each household and its members are identified by a code to which all the social-demographic features are assigned. Overnight the production software “POLLUX” pulls out from the database, all households to be polled and then downloads the statements fueled by the peoplemeters. Once all homes have been called and the data is downloaded, Pollux validates the data, by applying internationally accepted validation parameters and rules. This database of validated data is then produced, using the rim weighting method for the calculation of individual weights, and finally creating a minute-by-minute database of television consumption, representative of the universe.

This audience database is then merged with the database of TV Events and delivered daily to clients by 12am.

The Pollux system has following main functions:

 

  • Synchronizing data collected from People Meter device and matching the demographic parameters for each household in the sample Panels.
  • Refining collected data through these regulations that have been established basing on measurement standards.
  • Assigning weight to data
  • Synthesizing daily audience data reports and exporting audience data to the ARIANNA Data Analysis.
  • Operating automatically to minimize the impact or manipulation of human.

The Advantages of the Pollux system:

  • Minimizing the manual operations from operators.
  • Being applied regulations which relies on the measurement of television audiences – GGTAM
  • Reporting the quality of multi-dimentional data
  • Being easy in data retrieval for verification and validation
  • Being able to support the production and management of other index measurement product.

 

IBIS

 

Pollux Ibis is web-based software for analyzing advanced data on sample Panels. IBIS is a tool used in controlling Panel quality and household member’s sample data. IBIS is a user-friendly, flexible and customizable interface that serves the needs of control of data quality with variety of analysis reports.

The prominent feature of the Ibis is notifying Panel’s daily KPIs:

  • Total Installed: the total number of household being installed
  • Off Directory: Households do not receive data
  • Not to Produce: Households receive data but not production
  • Not Polled: Households do not send data
  • HHs polled: Households send data
  • Rejected/ Discarded HHs: Household disqualified after data purification
  • Intab: Households have quality data

For customers using data from VIETNAM-TAM, data quality reports will be extracted daily for monitoring to determine the Panel stability according to the committed quality indicators.

Intab rate >= 90%: data is provided normally

Intab rate <90%: if there is no requests, data will be not provided

 

TV Events

 

Tvevents Logo

VIETNAM-TAM data is not comprised only of individual television viewing data, but also of a database of TV Events. While the TAM data produced, using Pollux, from the information collected by the peoplemeter, provides individual-by-individual, minute-by-minute audience data, it does not associate this viewing with particular television events - programs.

TV Events is a system which collects, stores and distributes signals of the Channels in the form of data to perform these tasks:

  • Converting TV signals to standard TV data.
  • Collecting television data.
  • Adding price for TVC.
  • Transferring data to other system.

To perform these tasks, TV Events system is separated into 2 parts:

  • Grabbers: A server system, which is directly connected to the source of TV Station, performs to gather television channel signals from various infrastructures and converting them into standard data for collecting program data, TVC ...
  • MediaPad: A software, which supports fully functions of collecting TV data with high accuracy. MediaPad includes 3 main functions:
    • TV DE (Data Entry): It is a function to help user record TV activities including following events:
      • Program
      • Break
      • Spot
      • Sponsor
      • Promo
      • CSA
      • Billboard
      • Self – Introduction
    • TV ASR (Audio Spot Recognition): It is function to automatic recognize TVC by data collected in the previous days.
    • Rating Attribute: Adding price for TVC.

Data extracted by TV Events will be transferred to the ARIANNA.
The data are collected and classified according to the Program Typology and Product Typology.

 

Arianna

 

                               Arianna

 

At the front end of the TAM system, the analysis software ARIANNA allows clients to use and analyze the TAM database. The enormous amount of detailed data and its richness exclude the possibility of using printed reports, except in the case of very simple analyses. Commercial statistical packages, which would overcome the challenge of this database complexity, are not designed for TAM data and for TAM data users. This is why the VIETNAM-TAM offers specialized software packages to its clients: data quality is an absolute must, but without good analysis software, this quality cannot be put to work!

The most important and diffused of these packages, the WorkStation has been adopted by more than 3,000 users world-wide. Each of them count on the support of the VIETNAM-TAM, a key element to ensure that each client is able to make the most of the software.

 

arianna 02

ARIANNA have ability to flexibly customize reporting types in a variety of formats to differentiate Arianna with other data analysis tools. In addition, the ability of configuration in multiple languages allows to research for serving the needs of each market.

ARIANNA’s functions:

ARIANNA’s functions are separated into 2 distinct blocks: Viewing behavior and Post Evaluation.

Viewing behavior: The block analyzes the behavior and habits of television viewers

  1. Daily Grid: Gives reports on audience ratings of different shows and different timeframes on television channels during the day of analysis. It is possible to apply more filters by date / audience / market characteristics ... to make different reports
  2. Programmes: Gives reports of the effectiveness of programs or breaks broadcasted during the selected day for analysis on a defined channel or channel group.
  3. Daypart: Analyzes the TV audience index of a given timeframe during the day to give results on the effectiveness of TV channels over different time periods /TV channels in the same time/days for a period of time
  4. Telegraph: Report on the results of analysis of television audience indices by visually representing across a wide range of graphs and options over time to show the upward trend of television viewership among other channels. Each other in the day / indicates the time the audience reached the top / audience distribution between channels over time
  5. Series & Competition: For the purpose of reporting TV audience ratings, when comparing a long-running program that is broadcast on a channel to the competitor's program that is broadcasting on the same time frame on another channel. The report allows users to compare and rate almost instantaneously the effectiveness of each program's episode content against a competitor's product.
  6. Reach & Frequency: Provide reports about coverage of each channel or time frame for different dates.
  7. Channel Migration: Analyzes audience's channel migration among channels, programs in a channel, target programs wanted to analyze.
  8. TV Items: Allows user to give an analysis, rating report about program groups or daypart groups of a channel in different dates
  9. Telegrid: Uses charts to analyze, evaluate the effectiveness of a channel of a channel group according to schedule in the research time.
  10. Duplication & Exclusivity: Analyze the amount of audience watching a target program, sort the unique or non-unique audience in the time program broadcasted.
  11. Loyalty: Analyzes audience loyalty according to different thresholds of view rate based on program duration. Reports can be represented in graphical or tabular format by selected audiences.

Post Evaluation: The analyzing block, investment pricing for TV advertisement.

  1. Adex: Analyze investment cost for all advertising category of each advertiser and whole market, also the effectiveness of campaign based on amount of audience attracted.
  2. PostBuy: Analyze detail of cost and effectiveness of each ad spot through TV audience indices
  3. Simulation: Based on the historical data of the audiences of the ad campaign that has performed, in order to run the simulation of that campaign to provide different scenarios when changing the choice of time, channel, program, quantity of ads to optimize the reach of audiences as well as the investment costs for next ad campaigns.
  4. Dynamic Flights: Based on audience data for no - ads days, users may check whether the ad date selection strategy is better than the competition’s, the influence among the ad users and the audiences attracted. The analytics results display the ad efficiency during the day when the user is not booked ads, and the performance results are reported in different groups according to user-defined efficiency levels.
  5. MultiCampaign: Gives multidimensional reports that can compare the effectiveness of audiences attracted in each of campaigns. Compared to Post buy, this module shows more accurate results when applying different weighting coefficients to each campaign.
  6. Activity Pattern: Evaluates ad activities of a brand or many brands in a specified period of time by an intuitive graphics report. Reports show brands or time periods are more effective to book advertisement.