DStv-i Overview
DStv-i Objectives Establish a common currency across the DStv platform, channels and advertisers Robust sample sizes at an individual channel level Credible, reliable audience Facilitate the development of a new sales model Complement the TAMS panel Measurement of time shifted viewing, Video on Demand (VOD) and mobile
How DStv-i will be used as a common currency The Multichoice platform: Assist in channel acquisition decisions Used to performance manage the channels Determine subscriber needs and preferences Identify hardware and software requirements Channel suppliers, schedulers and content producers: To determine scheduling and repeat patterns Assist with content and production decisions Provide audience share and competitive analysis Advertisers and Agencies: To provide greater accountability Allow for guaranteed audience trading Credible ratings and precise targeting would lead to increased efficiency and reduced risk
Flow of Return Path Data in South Africa Recruitment of representative panel via Call Centre Personal demos captured Collection of household diary data Local Infosys installation in South Africa Data also available to end users through 3 rd Party software suppliers: Telmar, Arianna & TechEdge Decoders and modems installed Household activated on server STB polled daily via mobile MTN network Data to Kantar Media UK for processing Diary data is matched with STB data Capping algorithm is applied PIV algorithm is applied to get to personal viewing Data is weighted to population and personal viewing TVR s are released
How does the Algorithm work? Process Two Process One Personal Viewing Data Who is watching Is the TV on or off? Set top box data
DStv-i Capping Algorithms Progressive Capping is employed to account for the occasions where the decoder has been left on but the viewing session has ended Two stages are employed: Determine which sessions are going to be capped By how much the session will be capped Dynamic (un)capping is deployed in TNS RPD services to cope with programmes greater than one hour where viewing would typically be capped but genuine viewing continues to the end of the programme. For example, soccer and cricket matches, big events like the royal wedding, Idols final etc.
Key differences between Meters and RPD People Meters 8.1 million individuals on 31 Jan-11 Based on 1,200 household members Universe updated twice a year Includes Guests and Domestic Helpers viewing Measures analogue and digital viewing Panel composition differs: representative of the population Requires panel interaction and active management Return Path Data (RPD) 9.4 million individuals on 31 Jan-11 Based on 4,000 household members Universe updated monthly Excludes Guests and domestic helpers viewing Drops viewing by approximately 10-15% Measures only the TV s connected to the DStv satellite No analogue viewing Panel composition differs: representative of the subscriber base Passive, non-intrusive panel DStv sample sizes problematic More robust sample size
TAMS: 8.1 million DStv individuals (1 June 2011) Based on 1,272 household members (Sample of 391 households) Gets updated twice a year DStv-i : 10 million individuals (1 June 2011) Based on 5,112 household members (Sample of 1,558 households) Gets updated once a month DStv-i measures only those TV s connected to the DStv satellite: Less analogue viewing DStv-i excludes Guests: Drops viewing by 5-10%
The DStv-i Panel The DStv-i panel consists of approximately 3,000 installed Single and Xtra View households with a minimum daily reporting sample of 1,500 It is currently being expanded to include additional SV and XV homes as well as an SD PVR sample base with the aim of reaching a daily reporting sample of 2,000 by the end of 2011 The universe is made up of Compact and Premium paying subscribers living in South Africa and is currently being expanded to represent all bouquets SD PVR data is anticipated to be available by Q3 2011. At this stage Video on Demand (VOD) data will be excluded
Channels available on DStv-i by Genre Entertainment & Movies Sport Lifestyle & Culture News & Commerce Indian Africa Magic ESPN BBC Lifestyle Al Jazeera B4U Movies Africa Magic Plus ESPN Classic Fashion TV BBC World News Saffron TV BBC Entertainment Supersport 1 Food Network Bloomberg Set Asia Discovery Channel Supersport 2 Home Channel CCTV News SET MAX E! Entertainment Supersport 3 The Style Network CNBC Africa Sun TV e.tv Supersport 4 Travel Channel CNN Zee Television Events 1 Supersport 5 e News Events 2 Supersport 6 Music Euro News Specialist kyknet Supersport 7 AfroMusic NDTV 3SAT Magic World Supersport Blitz Channel O Parliamentary Service ARD M-Net Supersport Maximo DStv Audio (DMX) Russia Today BVN TV M-Net Action Telly Track MK Sky News CCTV 4 M-Net Movies 1 MTV Summit News Deutsche Welle (DW) M-Net Movies 2 Documentary MTV Base ERT Sat / ERT World M-Net Series Animal Planet One Gospel Religion ProSieben M-Net Stars BBC Knowledge Trace TV Islam Rai International Mzanzi Magic Crime & Investigation VH1 Rhema TV RTL SABC 1 Discovery World TBN RTP International SABC 2 History Channel Children SAT 1 SABC 3 Ignition Boomerang DStv Touch SIC International Sony Entertainment Nat Geo Wild Cartoon Network Weather 24 TV Globo Sony Max National Geographic CBeebies Supersport Select TV5 Monde Afrique Soweto TV TCM Universal Channel VUZU Zone Reality Disney Channel Disney Junior Disney XD KidsCo Koowee Mindset Learn Nickelodeon In process of being broken out Channels currently available Channels grouped into Other
Exclusion dates on DStv-i Please note that even though data is available for the following dates, it would be advisable to exclude them from your source periods. Due to technical issues beyond our control, the reporting sample, reach and TVR levels dropped to below our tolerance levels : 10 th May 1 st June 19 th July 28 th October 28 th November 2010 5 th Jan 2011
Access to DStv-i data DStv-i data will be freely available to existing users of Telmar, Arianna and TechEdge. Data will be sent to Telmar and Arianna on a daily basis, around 2 days after broadcast. No data integration between DStv-i and TAMS; will be clearly seen as 2 separate databases. The same programme event data will be used (TV Events). Panels (TAMS and DStv-i) will be clearly labeled. The DStv-i systems developed by Telmar and Arianna allow for viewing data, planning and post campaigning on the DStv platform. At initial stage only commercial channels represented by DStv Media Sales were broken out. Rest of channels were labeled as Other with only globular data available. Subsequently, additional channels have subscribed to the DStv-i data and are available for selection from the following dates: From 3 January 2011: Disney Channel, CNBC Africa, Food Network and Zone Reality From 21 February 2011: SonyMax, MTV, MTV Base, VH1, Nickelodeon, CBeebies From 4 April 2011: enews Any channel on the MultiChoice bouquet could subscribe to the data for a monthly fee. Their data would then be broken out for all users to access.
DStv-i on Transmit
Transmit: Entry Point First select the required panel from the drop down NOTE: The data available for selection in the source period will change. DStv-i data is available from the 4 th of January 2010
Transmit: Guidelines If you select Broadcaster Guidelines under the Help menu, you will see guidelines for DStv-i
Transmit: Audiences NOTE: Coding of non standard targets functions in the usual way. Due to data from the latest DStv-i questionnaire being introduced, Income and Language are now broken into two sections; UP TO 31/01/11 and FROM 31/01/11. Please note that a source period overlapping these periods will result in an operational error. The top income level in up to 31/01/11 was R20,000 while the top level in from 31/01/11 is R65,000+ Inc nnnn-nnnn can only utilise the breakdown in Income Detailed e.g. Inc R13,000-15,000 cannot be selected as an audience. There are no LSM s. Kantar/TNS has developed a Wealth/Behaviour Indicator which will be available on Telmar DStv-i soon.
The DStv-i Wealth Indicator As part of the recruitment process panelists completed the LSM questions. As DStv-i is one of the LSM questions the resultant data was skewed. Further discussion surrounding limitations of LSM as an indicator of Wealth at the top end resulted in developing a DStv-i specific behaviour indicator to complement LSM. Wealth Indicator A behavioural measure correlated to Wealth and LSM Based on BEHAVIOUR and LIFE CHOICES as well as products It consists of four categories, Bronze, Silver, Gold and Platinum, with an upper and lower segment within each category Planned for Q3/Q4 2011
Transmit: Audiences continued Languages are also broken into two sections. Language before 31/01/11 reflected all instances of a language (main and secondary). Language from 31/01/11 reflects main language only and have a lot of Other Languages broken out separately. In a few months the section of all instances of a language spoken will be added to the data again. The planner could then select either main language or Language spoken. Community Size and Children in Home as audiences were requested by the Media Industry and introduced into the data from 3 January 2011 onwards.
Transmit - Programmes NOTE: Only digital stations are available on the DStv-i panel. The channels listed here in the station list and selection columns are currently available on DStv-i. All other channels are grouped together in the option Other. That includes digital viewing for SABC and e.tv Initially only channels commercially represented by DStv Media Sales were broken out but we ve subsequently broken out additional channels who now subscribe to our data.
Transmit - Programmes Option to switch between analogue and digital not available anymore NOTE: The data items: Thousands and Cost per Thousand still to be released on Transmit
Transmit - Programmes When switching between panels you will be asked if you wish to continue Select YES NOTE: The channels and targets available for selection could be different between panels. You would get an alert message.
Transmit - Programmes NOTE: On the TAMS panel the terrestrial channels will be available for inclusion in the plan.
A Planning process for multiple panels 6. Plan on terrestrial channels and run R&F for combined results 1. Select the DStv-i panel 2. Select dates, audiences and channels NOTE: Rating data is exclusive to each panel. Although the selected spots will carry across panels, the data is never merged. When you are in the DStv-i panel you will see DStv-i ratings for digital channels. When you are in the TAMS panel you will see TAMS ratings. 5. Add additional audiences and channels as required 4. 3. Plan on digital channels and run R&F for digital results Go back to the Analysis tab and switch panels to TAMS
Transmit 360 First select the required panel from the list NOTE: Information displayed in the Patronage and Channel Share graphs will change depending on which panel is selected
Transmit 360 NOTE: The data available for selection in the source period will change. DStv-i data is available from the 4 th of January 2010. The DStv-i data will be released daily; there would be a 2-3 day lag before data is available on Telmar
Transmit 360 Select target audience; same list as that on Transmit
Transmit 360 NOTE: Only digital stations are available on the DStv-i panel The digital viewing of SABC1, 2, 3 and etv are grouped together with other non released channels in the option Other
Transmit 360 PLEASE NOTE: The side tabs don t reflect DStv-i specific information when a user is working in the DStv-i module. Same information across TAMS and DStv-i panels.
Transmit 360 NOTE: The channels can be grouped by Genre, Bouquet, etc Please note that the genres are not from the MultiChoice/ DStv-i classification but due to technical reasons reflect Telmar s classifications. Channels can also be sorted in order of Patronage or Weekly Reach within each group
For queries relating to DStv-i data, please contact: Annelie Hattingh (DStv Media Sales, Strategy & Research) Tel 011 329 5050 Annelie.Hattingh@dstvmedia.com or Trish Chinembiri (DStv Media Sales, Strategy & Research) Tel 011 329 5025 Trish.Chinembiri@dstvmedia.com For Telmar related issues please contact the Telmar helpdesk: Tel: 011-804 4489 Thank You