Data Production Process

VIETNAM-TAM applies Nielsen’s standardized Television Audience Data Production Process consists of 9 steps.  

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Step 1: Establishment Survey

The establishment survey is a large scale direct survey conducted in the target areas to collect information on the demographic characteristics of households and individuals, infrastructure and equipment used to watch TV, the level and habit of watching and more information.

The VIETNAM-TAM’s establishment survey also complies with the requests of the sampling methods as well as the quality control of the data collection so that the results get a minimum reliability of 95% and a maximum standard error of 3%. They are conducted annually, at the same time of the years.

The results of establishment surveys are used to (1) design TAM Panel and adjust quality control criteria of television audience measurement samples (Panel), (2) Universe estimate in the research areas, (3) select households into the samples.

The annually establishment surveys of VIETNAM-TAM are conducted in March and September by Nielsen Viet Nam with the total samples sizes: 17,200 samples in 5 markets: Ha Noi, Ho Chi Minh, Da Nang, Can Tho, Mekong Delta.

Step 2: The Panel

TAM Panel is representative survey sample consists of the households selected to set up measurement equipment – People Meter to collect the data about TV watching activities of households every day.

TAM Panel is set up based on control criteria to ensure that it represents study areas’ population and TV viewing characteristics collected by the previous establishment surveys.

The number of households in the Panel needs to meet a minimum reliability of 95% and a maximum standard error of 3% by the sample size calculation methods of the statistics, establishment surveys.

The TAM Panel control criteria are divided into 2 groups: Main group and Subgroup.

The main control criteria:

  • (1) The size of household: 1-3 people, 4 people, 5+ people.
  • (2) The SEC of household: A, B, C, D, E
  • (3) The number of TV in household: 1, 2+

The sub control criteria:

  • (4) TV reception/household: Analog cable television, Digital cable television, Digital Terrestrial Television, Digital Satellite Television (Direct to home), IPTV.
  • (5) The average level of viewing television of household: High, Medium, Low.
  • (6) The Geographic area: The distribution of households in all districts of the survey areas.
  • (7) The TV service providers: VTVCab, SCTV, HTVC, VTC, MobiTV, K+, Viettel, VNPT …

Step 3: The People Meter

The Peoplemeter is installed on every working TV set in each panel home and collects 6 types of main data:

1. TV set time ON

2. TV set time OFF

3. Channel being watched as a digital audio signature

4. Channel signal

5. Viewing member’s ID

6. Viewing duration of household's members

Household’s members will be trained to perform a sign-in/ sign-out on the remote control of the People Meter when watching/ stopping watching TV. Newly installed households are placed under monitoring status. During the test time, the data of them aren’t included in production in the final data. The test time takes about 3 days under supervision to ensure that all members of household use fluently and comply the guides during watching TV. Only the households’ data met the quality control criteria will be put into production.

Step 4: Polling

Everyday between 02:00 and 06:00 the data stored in the panel home is retrieved via the meters’ transmission unit.

Step 5: Reference site

Reference channel signal is use to compare with the data sent from households in order to determine the channel watched. For example: To know that "Does the household watch VTV1 channel?" They have the reference signal of VTV1 channel in the Data Center.

The reference signals of VIETNAM-TAM are collected and transmitted directly from TV Stations through optic cables to ensure that signals is the highest quality and stability. It is also recorded automatically and coded as digital audio signature similar to People Meter in the households and stored on the Data Center.

Step 6: Audio Matching

In this step, digital audio signature data sent from the households are collate to digital audio signature of reference channels to recognize the channels that the households watched.

Step 7: Pollux, production software

Controls fundamental processes of collecting, consolidating and validating the daily household data into a minute-by-minute database.

Step 8: Program Name Database – Record the program content

All broadcasting contents (programs, TVC, Promo...) are recorded, named and categorized into Database. All data are recorded in frame, each second is a frame.

Step 9: Data Delivery

TV broadcasting content and TV audience data will be combined to provide information about who is TV audience and which content they watch (Who, What, When, How long?,..)

Each day, data subscribers can download the previous day’s data to perform complex analyses using Arianna analysis tool.

Step 1: Establishment Survey

The establishment survey is a large scale direct survey conducted in the target areas to collect information on the demographic characteristics of households and individuals, infrastructure and equipment used to watch TV, the level and habit of watching and more information.

The VIETNAM-TAM’s establishment survey also complies with the requests of the sampling methods as well as the quality control of the data collection so that the results get a minimum reliability of 95% and a maximum standard error of 3%. They are conducted annually, at the same time of the years.

The results of establishment surveys are used to (1) design TAM Panel and adjust quality control criteria of television audience measurement samples (Panel), (2) calculate Universe in the research areas, (3) select households into the samples.

The annually establishment surveys of VIETNAM-TAM are conducted in March and September by Nielsen Viet Nam with the whole research samples: 17,200 samples in 5 markets: Ha Noi, Ho Chi Minh, Da Nang, Can Tho, Mekong Delta.

Step 2: The Panel – Set up and maintain TAM Panel

TAM-Panel is representative survey sample consists of the households selected to set up measurement equipment – People Meter so that to collect the data about TV watching activities of the households every day.

TAM Panel is set up based on control criteria to ensure that it represents study areas’ population and the TV viewing characteristics collected by the previous establishment surveys.

The number of households in the Panel needs to meet a minimum reliability of 95% and a maximum standard error of 3% by the sample size calculation methods of the statistics, establishment surveys.

The TAM Panel control criteria are divided into 2 groups: Main group and Subgroup.

The main control criteria:

·        (1) The size of household: 1-3 people, 4 people, 5+ people.

·        (2) The SEC of household: A, B, C, D, E

·        (3) The TV quantity of household: 1, 2+

The sub control criteria:

·        (4) The TV service provider infrastructure of household: Analog cable television, Digital cable television, Digital Terrestrial Television, Digital Satellite Television (Direct to home), IPTV.

·        (5) The average level of viewing television of household: High, Medium, Low.

·        (6) The Geographic area: The distribution of households in all districts of the survey areas.

·        (7) The TV service providers: VTVCab, SCTV, HTVC, VTC, MobiTV, K+, Viettel, VNPT …

Step 3: The People Meter – Setting the People Meter

After agreeing to join the Panel, the households’ televisions used to watch will be set up the People Meter in order to record the TV watching activities of each members. There are 6 types of main data will be collected by People Meter.

(1)   TV set time ON

(2)   TV set time OFF

(3)   Channel being watched as a digital audio signature

(4)   Source of channel

(5)   Viewing member’s ID

(6)   Viewing duration of household's members

Household’s members will be guided to perform a sign-in/ sign-out on the remote control of the People Meter when watching/stopping watching TV. Newly installed households are placed under monitoring status. During the test time, the data of them aren’t included in production in the final data. The test time takes about 3 days under control and reminder of the household’s manager to ensure that all members of household use fluently and comply the guides during watching TV. Only the households’ data met the quality control criteria will be put into production.

Step 4: Polling - Collecting data from households

The whole TV watching activities of the household’s members was recorded by People Meter automatically and sent to center system from 2:00 to 6:00 the next morning through GPRS/3G.

Step 5: Reference site – Collecting reference channel signal

Reference channel signal is used to compare to the data sent from households in order to determine the channel watched. For example: To know that Does the household watch VTV1 channel? They have the reference signal of VTV1 channel in the Center.

The reference signals of VIETNAM-TAM are collected and transmitted directly from TVs/Channel through optic cables to ensure that signals is the highest qualified and stable. It is also recorded automatically and coded as digital audio signature similar to People Meter in the households and stored on the Center System.

Step 6: Central Audio Matching – Audio Collation

In this step, digital audio signature data sent from the households are collate to digital audio signature of reference channels to recognize the correct channels that the households watched.

Step 7: Pollux, production software.

Household daily data after step 5 continues to be supplemented with pre-saved demographic information corresponding to household’s members before being processed.

During processing, Pollux software will automatically detects and removes invalid data to provide the highest qualified final data. The progress of Quality control is conducted by POLLUX automatically and quality control reports are made daily.

Note: At this step, we can know who is watching, the channel is watched, and what time. But, what the program content isn’t supposed to be known.

Step 8: Program Name Database – Record the program content

Recording the program content makes us to know correctly the types, program contents are watched by audience. Data describes the programs, advertisements accurately to each second

·        Recorded types of programs: Detail programs in the broadcast schedule, alternative programs, advertising programs. VIETNAM-TAM specified the classification of programs in the Program Typology document.

·        Recorded types of advertisements: TVC (advertisements about products, brands), Sponsor (advertising clips of program’s sponsors), Promo, Billboard… VIETNAM-TAM specified the classification of advertisements, classification of product sectors in the Product Typology document.

Step 9: Data Delivery

The TV watching data in step 7 will be combined with recorded program content and advertising data in step 8, which shows the full and accurate what the audience is watching. VIETNAM-TAM System combine these types of data into only data format and deliver to partners/clients. They can exploit and use this data by ARIANNA – an analysis tool.

Daily, partners/clients may download the data of previous day to analyzing in depth by ARIANNA or other analysis tools.