Frequently Asked Questions

1. What is VIETNAM-TAM?

“Vietnam Television Audience Measurement” is established by co-operation of CBEI, Nielsen and The AMI Co.ltd in order to operate and supervise each other.

VIETNAM-TAM applies scientific research method and modern technologies provided by Nielsen TAM to establish, operate and monitor, ensuring data accuracy and transparency.

VIETNAM-TAM provides ratings, ads monitoring data package at 12am the next day through analytic tool Arianna software.

2. How does the audience measurement process work?

VIETNAM-TAM is responsible for providing estimates of the number of people watching television. This includes what channels and programmes are being watched and the type of people who are watching at any one time. VIETNAM-TAM provides television audience data on a minute-by-minute basis for channels received within Ha Noi and Ho Chi Minh city. The data is available for reporting nationally for terrestrial, satellite and cable reception for both analogue and digital platforms.

Viewing estimates are obtained from a panel of television owning households representing the viewing behaviour of the 3.2 million and 6.2 million TV households respectively in Ha Noi and Ho Chi Minh city. The reporting panel of homes is selected to be representative of each region.

Panel homes are selected based on a stratified and un-clustered sample design so that the panel is representative of all television households. A range of individual and household characteristics are deployed as panel controls to ensure that the panel remains representative. As estimates for the large majority of panel controls are not available from GSO data, it is necessary to conduct a Establishment Survey to obtain this information.

The VIETNAM-TAM Establishment Survey is carried out in 2 waves per year and involves approximately 3500 interviews per year. It is a random-probability survey which means that every private residential household within Ha Noi and Ho Chi Minh city has a chance of being selected for interview. The survey ensures that any changes taking place in the population can be identified so that the panel can be updated and adjusted to ensure that it continues to reflect the television-owning population. In addition to being the prime source of television population information, the VIETNAM-TAM Establishment Survey also generates potential recruits from which panel member homes are selected.

When a household agrees to join the panel their television sets are electronically monitored by a People Meter. Each TV in the home is connected to its own People Meter which holds an electronic record for the set. The People Meter is a small box which is put close to each television set and connected to it. The People Meter automatically identifies and collects information about the channel that the panel member is viewing.

All household members and their guests register their presence when in a room with a television set on. Each individual does this by pressing a button allocated to them on the People Meter handset. The metering system monitors all registrations made by each individual for each television in the home.

The panel member does not need to do anything else for the People Meter to capture the viewing in their household everyday. Throughout the day the People Meter system stores viewing undertaken by the entire household. Each night between 2am and 6am the People Meter automatically downloads the data from panel homes. This procedure is carried out on every panel home every day to produce minute-by-minute television viewing data.

This viewing (known as time-shifted viewing) is added to the live data to produce the final, minute-by-minute Consolidated audience. Television viewing data is produced everyday after 12 hours of broadcast. This Consolidated data is the 'TAM Gold Standard' used by the industry to report and trade on.

Channels reported by VIETNAM-TAM provide detailed timings of the programmes and commercials they broadcast. The logs are then matched to the minute-by-minute viewing data to produce the TAM official audience estimates for programmes and commercials.

3. What age group are reported by VIETNAM-TAM?

All individuals aged 4+ are measured and reported by VIETNAM-TAM. Within this, a user may define and look at any age group they wish to report on

4. What is the minimum amount of viewing that can contribute to rating?

Viewing is reported by clock minute. Each clock minute is attributed to the channel that is viewed for the longest period within the clock minute, subject to there being at least 30 seconds of viewing and the viewing to the channel crosses the 30th second within the minute.

5. Are the figures which are reported the next day, often called “overnights”, official figures?

Overnights are reported at a programme level for broadcasters providing logs on a daily basis .This data is official, available after 12 a.m from Monday to Saturday.

6. What is the size of reporting panel?

The VIETNAM-TAM reporting panel is 275 in Ha Noi and 385 in Ho Chi Minh city.

7. How long do the panel members serve?

As long as panelist keeps participated.

8. Are panel members paid??

Panel members are not paid for participating on the VIETNAM-TAM panel. Instead they are thanked for taking part system.

9. What happens if a household decides not to continue as part of the panel?

The VIETNAM-TAM panel is designed to allow for continual change. Panel controls are deployed to ensure that the panel remains representative of the TV viewing..

10. What procedures are there to ensure that the data collected from panel households is correct?

Quality control procedures are carried out on a continuous basis to ensure that the panel members are following the correct procedures. For example, VIETNAM- TAM telephone checks are often made to panel homes to verify that excessive viewing to one particular channel or nil viewing is genuine viewing behaviour.

11. What happens if a panel home goes on holiday?

The panel home will remain part of the daily reporting panel but obviously will not report any viewing.

12. What happens if a panel home gets new equipment?

A VIETNAM-TAM engineer will be sent to the panel home to connect the People Meter to the new equipment to ensure that the viewing is captured and measured. Whilst this is taking place, the panel home may be temporarily taken off the reporting panel until quality control checks are passed.

13. Can I join the VIETNAM-TAM panel?

You cannot volunteer to join the panel. Panel households are selected from Establishment Survey respondents with controls in place to ensure that all sectors of the population and all TV viewing environments in the home are represented

14. How is television audience defined?

A panel member (or guest) is defined to be viewing when they are present in a room with a television set switched on

15. What is a “universe”?

A universe is a population estimate for a particular audience category. VIETNAM-TAM universes are based on television homes.

16. What is the VIETNAM-TAM Establishment Survey?

The VIETNAM-TAM Establishment Survey is a survey undertaken to determine the ownership of television equipment and demographic characteristics of the population in selected market.

The results of the survey are used to determine the panel controls against which the panel is maintained. It is also used to provide universe figures for each demographic category required for reporting viewing data. The VIETNAM-TAM Establishment Survey provides the pool of households from which VIETNAM-TAM panel homes are recruited.

17. How many channels do VIETNAM-TAM report data for?

There are 120 channels individually reported by VIETNAM-TAM

18. Does VIETNAM-TAM measure out of home viewing?

VIETNAM-TAM does not measure viewing undertaken outside of residential households. However, visitors to panel households are asked to record their viewing. This is known as guest viewing. Guests are asked to provide details of their sex and age via the People Meter handset. This provides an estimate of viewing that takes place outside the viewer's own home but within another private household.

19. How is a household in panel recruited?

The VIETNAM-TAM Establishment Survey is a survey undertaken to determine the ownership of television equipment and demographic characteristics of the population.

The results of the survey are used to determine the panel controls against which the panel is maintained. It is also used to provide universe figures for each demographic category required for reporting viewing data. The VIETNAM-TAM Establishment Survey provides the pool of households from which VIETNAM-TAM panel homes are recruited.

20. How is information of a household kept confidential?

Information of a household is managed by a modern system. No human being interferes into process. Panel team only maintained by households’ cade. Address and telephone are kept confidential.

21. How does VIETNAM-TAM take care of panel in order to collect the correct data?

Information of television equipment and demographic characteristics of the population is updated in detailed and ensured accuracy by QC procedures. Quality control procedures are carried out on a continuous basis to ensure that the panel members are following the correct procedures.

22. Does VIETNAM-TAM measure visitor?

Visitors to panel households are asked to record their viewing. This is known as guest viewing. Guests are asked to provide details of their sex and age via the People Meter handset.

23. How does VIETNAM-TAM define who is watching

The Peoplemeter is connected to the television and automatically detects what channel is being watched . Throughout the day the Peoplemeter stores all TV activity. Each night the processing centre contacts the panel household or the household will contact the processing center, to collect the stored data via the transmission unit. This procedure is carried out on every home every day to produce ‘overnight’ television viewing data. A ‘silent’ incoming or outgoing call is made (dependent on the meter type) to each panel home between 2:00 and 6:00 am.

24. How does VIETNAM-TAM collect reference channels?

VIETNAM-TAM system is now connected to Head-end (or optical node) of Mobi-TV (Mobifone), SCTV, VTVCab and HCATV, HTV, VTC . Reference signals are collected via IP, cable, terrestrial, stellite. The signals are always in active mode for both main source and backup source to make sure that good quality in all 24/24 of day.

25. Can VIETNAM-TAM add channels to measure?

Yes. VIETNAM-TAM adds channels to measure as client requests.

26. How does VIETNAM-TAM define data from Unitam correct?

VIETNAM-TAM applies Nielsen software tools such as Unitam, People Meter …to monitor and control quality of data. Besides, VIETNAM-TAM conducts procedures of internal quality control, ensures data accuracy.

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