Irawati Pratignyo - TV Rating Dan Content

TV Rating and ContentSafe TV for Society (make it or break it)

Irawati Pratignyo

31 July 2006

Current Use of ‘TV Rating’from TV Audience Measurement (TAM)

In Public

• the name is often ‘overly used’

• the data is often ‘under analyzed’

… let’s put ‘TV Rating’ in its proportion

One of the output from TV Audience Measurement (TAM)

The Process - Worldwide

Analysis Tools for Users

Next

What is actually ‘TV Rating’?

Link

Communication between Communication between TU and BU’s is via RFTU and BU’s is via RF

Communication to the central Communication to the central office via land line, GSM or office via land line, GSM or

internetinternet

Direct connection viaSerial Cable

Electronic TV Audience Measurement

Back

TAM is ‘technology intensive’

ACN6000 Off-line

TVM5 On-line

Polling system (Compass)

Field - Meters

Data Production PC Tips Pollux

Data Analysis Software

Telescope V. 7.2

Arianna

Arianna

CURRET TERRESTRIALPANEL

PAY TVPANEL

Platform technology changes averagely every 2 years (latest in 2005)

Global proprietary tools in Indonesia:

TAM: DO’s & Don'tsDO’s

• Only cover 10 cities in Indonesia for Terrestrial and Jakarta for Pay TV Cable in Cable homes

• TAM only produces quantitative estimates of viewers who watch TV by pressing the research button on a minute by minute base in the TV household

• The research operations must follows standard GGTAM and globally controlled through Key Performance Indicators

• Results are from electronic measurement and output are purely quantitative

• It does have the viewers demographic from a systematic methodology

• Program is combined at processing stage (from the 24 hours TV Event monitoring)

• Ad Cost is combined at processing stage from each TV channel Published Rate Card

• It only reports TV Ad Spend on GROSS

DON’Ts

• It doesn’t cover National Indonesia yet

• It doesn’t answer why people watch (reasons)

• It doesn’t measure like & dislike (preference of channels & programs)

• It doesn’t produce qualitative output (of channels & programs)

• Currently, it doesn’t measure out of home TV viewing

• It doesn’t report the TV NETT Advertising

Keys in using TV Rating

1. Access?2. Update?3. Analysis?

Data Delivery for Analysis Software Tool

Analysis

Numbers as indication for ‘meaning’

• Data need to be analyzed

• Analysis are Information

• Information can come from many sources and will support Decision Making process

• Decision Making can be “Powerful” or “Dreadful” depends on the width and depth of Analysis

1. Access

2. Update

3. Analysis

Data Delivery for Analysis Software Tool

Report Results

Nielsen Data Users

Most often used in Current Analysisfor TV Program are…

TV RatingsTV1 20TV2 10TV3 10

Channel ShareTV1 50%TV2 25%TV3 25%

TV Population 10.000

TV 12000

TV 21000

TV 31000

TV Viewers 4.000

RATINGPercentage of viewers at a given pointOf time OVER TV Population or TargetPopulation at a given point of time

CHANNEL SHAREPercentage of viewers of a channel OVER all channels viewed at a given point of time or target audience, AlwaysAdds up to 100%

INDEX (for affinity and efficiency)Percentage of TV viewers at a given point of time for a certain Target AudienceOVER Percentage of Total Audience

Whilst with minute by minute data flow (demographic, program, viewing, switching); Thousands of cross tabulations and statistical calculation analysis can be done under the hand of the users

TVR INDEX = _____________________% TVR Target Audience

% TVR Population

INDEX:100 Average< 100 Below Average> 100 Above Average

Many types of ‘Rating’

• Program Rating Average by program duration (i.e. 30’, 60’)

• Target Audience Rating Percentage of Audience by Target Market

• Day Part Rating Average Rating by Day Part

• Quarter Hour Rating Average Rating by 15’

• Minute by Minute Rating Ratings by 1 minute (17”+)

• Commercial Break Rating Average Ratings by Commercial Break (i.e. 3’)

• Commercial Rating Commercial Rating by Ad Duration (rounded to minute)

Top Program Report ….the common ‘data trap’ …

• Top Program by Rating provides ranked percentage indication only amongst All People or Certain Target Audience, Certain Daypart even amongst Certain Genre

• Top Program by Audience Share provides clearer picture on Audience Flow amongst channels.

• Top Program by Index provides sharper quantitative affinity by certain Target Audience when compare to All Audience

LINK

0

5

10

15

20

25

30

35

40

45

06:00-06:

06:30-06:

07:00-07:

07:30-07:

08:00-08:

08:30-08:

09:00-09:

09:30-09:

10:00-10:

10:30-10:

11:00-11:

11:30-11:

12:00-12:

12:30-12:

13:00-13:

13:30-13:

14:00-14:

14:30-14:

15:00-15:

15:30-15:

16:00-16:

16:30-16:

17:00-17:

17:30-17:

18:00-18:

18:30-18:

19:00-19:

19:30-19:

20:00-20:

20:30-20:

21:00-21:

21:30-21:

22:00-22:

22:30-22:

23:00-23:

23:30-23:

5+ 5 to 14 15 to 19 20 to 24 A class

Jan-Dec 2005, all people, all time, all channels, in TVR %

TVR % Program with high TVR amongst all people will fall into Program Type that arebroadcast at the day part where available audience are highest (‘Prime Time’)

Why Top Program by TVR always falls in Prime Time?

Does the current Prime Time provides ‘Many Program Type Variety’?

50% and more TV broadcastSimilar program type in Prime Time

Day

Part

ANTV GTV IVM LATV METRO RCTI SCTV TPI TRANS TV7 TVRI1

18:00

SANTAI BARENG YUK !!!

OBSESI

7Y SWADES

NATURE OF CREATURE

HEADLINE NEWS

BINTANG

INIKAH RASANYA?(R)

KUIS TEKA-TEKI TPI

BAJAJ BAJURI

TOM AND JERRY TALES SINETRON

LINGKUNGAN HIDUP

18:30 GLOBAL PETANG

WILD NATURE

METRO HARI INI

WHAT'S NEW SCOOBY-DOO ?

19:00

JALAN KE SURGA

OBROLAN CEWEK

SOK GAUL D'LOE...!

SUARA ANDA

BUNGA MALAM

PINOKIO DAN PERI BIRU

JALAN KEADILAN

KETAWA SPESIAL KOPRAL

TUJUH MALAM

BERITA NASIONAL

19:30 KEJAR SELEBRITI

7U THE LOST WORLD:JURASSIC PARK

EDITORIAL MALAM

REJEKI NOMPLOK

DUNIA BISNIS INDONESIA

20:00

5J SAY NOTHING

12E DEADFUL MELODY

SPECIAL DOCUMENTARY PRINCESS

CAMILA WINNER TAKES

AKU BUKAN UNTUKMU

JANGAN BERHENTI MENCINTAIKU

APA SALAHKU

HIDAYAH

RIDHO

JEJAK EMAK

20:30

WILD LIFE 21:00

TOP NINE NEWS

Morning Content Variations? …

In current Morning Daypart: Duplication on content amongst channels

Day

Part

TPI RCTI SCTV TRANS IVM TV7 ANTV METRO GTV LATV TVRI1

06:30

KASUS SELEBRITI

SERGAP PAGI

LIPUTAN 6 PAGI

SENTUHAN QALBU

FOKUS PAGI

SPORT 7BARNEY & FRIENDS

EDITORIAL MEDIA INDONESIA

CHALKZONE FRANKLINSARAPAN (SARAN DAN HARAPAN)

07:00

MY LITTLE PONY

GO SPOT WAS WASINSERT (INFORMASI SELEBRITI)

TUJUH PAGI

BOOHBAHMETRO XIN WEN

DORA THE EXPLORER

MISS SPIDER

DOKUMENTER

07:30

MODY JURAGAN KOST

SI YOYO (R)

SI CECEP (R)

CERITA PAGIKISS (KISAH SEPUTAR SELEBRITIS)

BLOW UP!DRTV INDONESIA

METRO THIS MORNING

BLUE'S CLUES

BABAR CINTA BAHARI

08:00

4S BEGU GANJANG HANTU TINGGI

NGE LENONG NYOK!

7H HUM HO GAYE AAP KE

STAR 7UPACARA (ULFA PUNYA ACARA)

SPORT CORNER

HEY ARNOLD

FRANKLIN

KONSULTASI KELUARGA08:30

PINTU HIDAYAH (R)

ADA GOSIP

GOOD MORNING

KETOK PINTU

HEALTHY LIFE

SPONGE BOB SQUARE PANTS

THE FAIRLY ODD PARENTS

09:00

MALAM PERTAMA (R)

SUPERGAMES

BETIS (BERITA SELEBRITIS)

MTV AMPUH13G SWORDS MAN II

ASYIK ASYIK09:30 DEWI ANGIN ANGIN

KISAH SEDIH DIHARI MINGGU (R)

DORCE SHOW

SIDIK JARI PAGI

MARKET REVIEW

All Respondent, “Religious Series Drama”, Jan-Dec 2005, 9 cities

Audience Change Preference Faster!e.g. “Religious” series drama tracking

0

5

10

15

20

Jan 2005 Dec 2005

Source: AGB NMR Television Audience Measurement

Week: 12

4 months

TV

R

Big Events influence Choices

1 PINTU HIDAYAH Series: Drama

2 MIMPI MANIS Series: Drama

3 PUTRI YANG TERBUANG Series: Drama

4 IMPIAN CINDERELLA Series: Drama

5 SURATAN TAKDIR Series: Drama

6 ISTRI UNTUK SUAMIKU Series: Drama

7 BINTANG Series: Drama

8 ANAKKU BUKAN ANAKKU Series: Drama

9 SI YOYO 3 Series: Drama

10 RINDU RINDU ASMARA Series: Drama

11 HABIBI DAN HABIBAH Series: Drama

12 CINCIN Series: Drama

13 JURAGAN JENGKOL Series: Drama

14 SCTV MUSIC AWARDS Special: Special Event

15 KDI (KONTES DANGDUT TPI) 3 Entertainment: Music

WC GERMANY VS ARGENTINA(L) Sport: Match

WC ARGENTINA VS SERBIA&MONTE(L Sport: Match

WC BRAZIL VS GHANA(L) Sport: Match

WC ECUADOR VS GERMANY(L) Sport: Match

WC SERBIA M VS NETHERLANDS(L) Sport: Match

WC CZECH REPUBLIC VS ITALY(L) Sport: Match

WC PORTUGAL VS IRAN(L) Sport: Match

WC JAPAN VS CROATIA(L) Sport: Match

WC ENGLAND VS PARAGUAY(L) Sport: Match

WC AUSTRALIA VS JAPAN(L) Sport: Match

WC SPAIN VS UKRAINE(L) Sport: Match

WC KOREA REPUBLIC VS TOGO(L) Sport: Match

WC PORTUGAL VS MEXICO(L) Sport: Match

WC ECUADOR VS COSTA RICA(L) Sport: Match

WC ITALY VS AUSTRALIA(L) Sport: Match

No. Program name Program type Program name Program type

May 2006 June 2006

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

Morning 05:30 -11:59

Afternoon12:00 -15:59

Earlyevening16:00 -18:59

PrimeTime 1 19:00 -20:59

PrimeTime 2 21:00 -22:29

Lateevening22:30 -23:59

OtherTime 1: 00:00 -01:59

OtherTime 2: 02:00 -05:29

1 wk before WC (4-8 June)During WC (9 June - 10 Jul)1 wk after WC (11-15 Jul)

…and influence viewing patternAverage viewers before and after the World Cup match

Source : AGB NMR Television Audience Measurement

9 Cities, All 5+, All stations, in ‘000 audience

Audience can also scheduled their TV viewing

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

5,000

First Round(avg)

SecondRound (avg)

QuarterFinals (avg)

Semifinals(avg)

Final 3/4(avg)

Grand Final

9 June – 10 July 2006, 9 Cities, All time, WC match only, in ‘000 audience

Source : AGB NMR Television Audience Measurement

Co – Viewing Week DaysMoms & kids watch together in the afternoon to early evening

40

60

80

100

120

140

160

180

200

06:

00-0

6:14

06:

45-0

6:59

07:

30-0

7:44

08:

15-0

8:29

09:

00-0

9:14

09:

45-0

9:59

10:

30-1

0:44

11:

15-1

1:29

12:

00-1

2:14

12:

45-1

2:59

13:

30-1

3:44

14:

15-1

4:29

15:

00-1

5:14

15:

45-1

5:59

16:

30-1

6:44

17:

15-1

7:29

18:

00-1

8:14

18:

45-1

8:59

19:

30-1

9:44

20:

15-2

0:29

21:

00-2

1:14

21:

45-2

1:59

22:

30-2

2:44

23:

15-2

3:29

All 5+ 5 to 9 10 to 14 F 15-24 F 25-54

Jan-Dec 2005, all people, all time, all channels, weekdays, in index

Source: AGB Nielsen Media Research TAM

Rat

ings

inde

xed

to 5

+

Kids’ time Moms’ time Co-viewing time

Napping time

Co – Viewing Week EndKids watch TV much earlier during weekend while moms watch less than weekdays

40

60

80

100

120

140

160

180

200

06:

00-0

6:14

06:

45-0

6:59

07:

30-0

7:44

08:

15-0

8:29

09:

00-0

9:14

09:

45-0

9:59

10:

30-1

0:44

11:

15-1

1:29

12:

00-1

2:14

12:

45-1

2:59

13:

30-1

3:44

14:

15-1

4:29

15:

00-1

5:14

15:

45-1

5:59

16:

30-1

6:44

17:

15-1

7:29

18:

00-1

8:14

18:

45-1

8:59

19:

30-1

9:44

20:

15-2

0:29

21:

00-2

1:14

21:

45-2

1:59

22:

30-2

2:44

23:

15-2

3:29

All 5+ 5 to 9 10 to 14 F 15-24 F 25-54

Rat

ings

inde

xed

to 5

+

Jan-Dec 2005, all people, all time, all channels, in index

Source: AGB Nielsen Media Research TAM

Kids rise & watch earlier & longer

Brief moms’ viewing Co-viewing

Can ‘Supply’ influence ‘Consumption’?

13

2

14

10

24

7

18

16

3

4

1

3

11

22

8

19

16

3

0

5

1st semester 2006

1st semester 2005

1st semester 2005 & 2006, All TV Stations, All Respondent, 9 cities

Series

Movies

Entertainment

Children

Information

News

Religious

Sport

Special

Filler

% Share of Broadcast Time % Share in Time Spent Watching

23

8

30

12

20

8

10

12

2

4

1

2

23

7

4

3

4

0

11

17

Source: AGB NMR Television Audience Measurement

Series Dominate Share of Viewing, because mainlyIt falls into Prime Time, where viewing level are highest

‘Horror/Mystery’ type of series have in fact lost audience…

Total Program (Episode) Time spent (ave.minutes per viewer)

1st Semester 2004 1st Semester 2005 1st Semester 2006

1st semester 2004-2005-2006, All TV Stations, 5+, 9 Cities, All Mystery Programs

-50%

Source: AGB Nielsen Television Audience Measurement

-71%

Total Program (Episode) Time spent (ave.minutes per viewer)

1st Semester 2004 1st Semester 2005 1st Semester 2006

The increase in ‘Infotainment’ hardly impact to audience viewing

1st semester 2004-2005-2006, All TV Stations, 5+, 9 Cities, All Infotainment Programs

Source: AGB Nielsen Television Audience Measurement

53%

2.4%

...in a highly competitive market with manychannels, ‘TV Rating’ data only for analysis

is not sufficient to provide the depth of information needed…

TV Program Content: Audience Opinion link to TAM

Overview

• TV Rating information has often been misinterpreted as a judge of program quality, while in fact it is a pure quantitative measurement which does not measure nor take into account reasons for watching a certain program, preferences, like/dislike of TV viewers.

• The TV Telebus survey is intended to provide a ‘dip-stick’ for a greater and deeper understanding of TV viewing in terms of viewers’ habit, program preferences, reasons for choosing a program, opinions about certain program genres, etc.

• Syndicated Telephone Interview survey mirroring TAM

• 500 respondents male and female aged 10+, selected randomly via phonebook, (since the 10+ years are regarded as able to better provide their opinions).

• Projected to TAM TV Populations with telephone in home age 10+

• The telephone survey was conducted from June 27 – July 2, 2006

• Survey covers 9 TAM cities: Gtr Jakarta, Gtr Surabaya, Medan, Bandung, Semarang, Makassar, Gtr Yogyakarta, Palembang, Denpasar

Background The ‘TAM Tele-Bus’

City Sample

Greater Jakarta 150

Greater Surabaya 100

Bandung 40

Medan 40

Semarang 30

Makassar 30

Greater Yogyakarta 60

Palembang 30

Denpasar 20

Total achieved 500

Sample distributions proportionate to the TV population by city for10+ years

Sample distributions

44%43%CDE

56%57%AB

Telebus (Population)

TAM Population with telephoneSES

Greater Jakarta

Sample (n): 150Population (N) : 6,590,000Standard Error (SE) : 8%

Sample (n): 960Population (N) : 6,590,000Standard Error (SE) : 3.2%

5%88%

7%

Population: 6,590,000

Q: Seberapa sering Anda menonton TV dirumah?

83% 94%

5% 6%

12% 1%

Everyday 3 - 6 days a week

Less than 2 days a week

Everyday

3-6 days a week

< 2 days a week

Base: All Respondent, Greater Jakarta

Source: TELEBUS SURVEY Wave 1

More than 88% people in Jakarta watch TV everyday

10-19 years

20-29 years

30-39 years

40-49 years

50 + years 12%

17%

25%

23%

24%

72%


Base: Who watch TV everyday, Greater Jakarta


Watch TV everyday


Productive ages mostly watch TV everyday

13%5%

82%

1%5%

94%

AB (aboveRp.1,500,000)

CDE (belowRp.1,500,000)

Watch TV everyday

Watch TV 3-6 days aweek

Watch TV <2 days aweek





AB & CDE both watch TV everyday; mostly Students, Housewives and White Collars

26%

24%

8%

28%

11%3%

Watch TV everyday

White Collar

Blue Collar

Interpreneur

Students

Housewives

Others

3%

60%

37%

Not watch TV8%

Watch TV92%

joint watching TV

Other family members

My self

Not watch TV

Q.a: Siapakah yg menentukan program acara? (yg mendominasi remote control)Q.b: Apakah anda ikut menonton?

Base: All Respondent, 1st prime time (18:00-19:59), Greater Jakarta


Who handle “remote control”


1st Prime time:

I’m watching, while other people control the remote

2%

48%

50%

Not watch TV4%

Watch TV96%

joint watching TVMy self

Not watch TV

Q.a: Siapakah yg menentukan program acara? (yg mendominasi remote control)Q.b: Apakah anda ikut menonton?

Base: All Respondent, 2nd prime time (20:00-21:00), Greater Jakarta


Who handle “remote control”

Other family members


2nd Prime time:… choice is more on my hand…

40.2

46.2

59.3

48.3

39.1

35.6

59.9

11.5

36.8

58.7

19.9

17.2

9.6

2.1

2

4.4

7.7

8.5

36.3

23.2

6.8

30.6

61.4

31.6

56.4

56.8

54.1

67.4

30.8

36.3

Perlu dikurangi Cukup perlu ditambah mean score

Q: Bagaimana pendapat Anda tentang jumlah tayangan tipe program berikut?



1.73

1.71

1.97

2.57

2.30

1.71

2.51

2.23

2.65

2.32

Sinetron drama

Sinetron mistis

Berita kriminal

Berita umum

Bincang-bincang (talkshow)

Gosip / Infotainment

Program anak-anak

Reality show (mencari bakat/bintang)

Reality show bertema sosial

Acara hiburan (variety show)

Less Sinetron & Gossip please… and More Social Reality Show, Children and General News

17.2

30.9

43.3

53.4

23.6

39.9

55.4

29.4

56.5

74.2

47.1

28.1

21.3

2.1

1.8

4.7

2.6

7.8

31.1

10.9

2.4

24.5

43

36.9

41

42

47.6

73.7

54.4

52.1

Buruk Cukup Baik

1.90

1.97

2.36

2.72

2.54

2.12

2.48

2.52

2.72

2.47

Sinetron drama

Sinetron mistis

Berita kriminal

Berita umum



Program anak-anak




mean score

Q: Bagaimana pendapat Anda tentang mutu tayangan tipe program berikut?



‘Quality’ ? : Reality Shows, Talk-shows andGeneral News are already Good

Infotainment, Sinetron Drama & Mystery are a Not Educative

26.8

45.4

20.6

73.2

20.1

5.1

39

53.5

58.7

94.9

94.2

63.2

82.8

79.4

41.3

61

79.9

5.8

17.2

36.8

Ya Tidak

Sinetron drama

Sinetron mistis

Berita kriminal

Berita umum



Program anak-anak




Q: Apakah tayangan berikut merupakan tayangan yg mendidik?



Crime News and Sinetron Mystery are not entertaining

74.2

54

3.5

25.8

7.9

22.3

65.7

45

25.2

92.1

34.3

74.8

96.5

95.1

95

92

77.7

5

4.9

8

Ya Tidak

Sinetron drama

Sinetron mistis

Berita kriminal

Berita umum



Program anak-anak




Q: Apakah tayangan berikut merupakan tayangan yg menghibur?



Most audience do not like violent scene on TV

59.5 212.5 25.4

Sangat tidak setuju Tidak setuju Setuju Sangat setuju

2.17

mean score

Q: Bagaimana pendapat anda tentang tayangan kekerasan (seperti berita mengenai penganiayaan/pembunuhan) didalam program berita di TV?



Q: Bagaimana sebaiknya gambar kekerasan tersebut disajikan didalam berita di TV?

60.518.2

20.6

Dikaburkan gambarnyaDitayangkan apa adanya

Tidak ditayangkan sama sekali

… and don’t like violent in ‘sinetron’ as well ..

61.817.3 20.3

Sangat tidak setuju Tidak setuju Setujumean score

2.03

Q: Bagaimana pendapat anda tentang tayangan kekerasan didalam program sinetron di TV?



More than 57% don’t agree mysteries in Sinetron

43.9 1.813.4 40.2

Sangat tidak setuju Tidak setuju Setuju Sangat setujumean score

2.31

Q: Bagaimana pendapat anda tentang tayangan mistik/misteri didalam program sinetron di TV?



mean score

Mostly Women… don’t mind Infotainment

6.81.1 17.4 74.1

Sangat tidak setuju Tidak setuju Setuju Sangat setuju

2.87

Q: Bagaimana pendapat anda tentang tayangan infotainment di TV?



female56%

male44%

In SummaryTV Rating & Program Content

• TV Rating data provides indication for quantitative estimate based on number of people watching every minute (from the ‘flow in’ and ‘flow out’ of every minutes audience tune in a channel).

• Keys to understand TV Rating data are: Access, Update and Analysis to support powerful decision making. The power of of three, will avoid ‘data trap’ in analysis and can then lead to powerful decision making in TV Programming that further on can benefit the society

• Prime Time day part is where most available audience lies, that provides highest probability for high TV Rating according to TV viewing pattern/habit. The question is: Has Prime Time been utilized to provide variety of program type broadcast? (provide choices to audience).

• Supply and Consumption analysis need also to be combine with the type of program mostly broadcast in prime-time. Both sides can influence audience viewing habit (i.e. in the extreme : world cup).

• TV Rating only can not provide indication on what programs that audience like or dislike (program preference) and can not define weather a program is good or bad. Current audience also easily ‘bored’ as program cycle i.e. series is now have a shorter period before declining (4-5 months).

• In the competitive TV market with many players it is becoming essential to have in-depth analysis to the TV program insight to be use for decision making, that can link and explore more the indicator found in TV Rating.

• TAM Telebus Survey wave 1 results shown that audience want less ‘sinetron’ and ‘gossip/infotainment’ and would like to see more of Social Reality Show, Children and General News. Audience also doesn’t like violent shown on TV and if it must be shown in news, they’d prefer the picture to be blurred. Mysteries and Crime News are seen as the least entertaining. On the other hand Gossip show is non educative but the women mostly don’t mind to have it at a sufficient proportion as audience also want to have less than the current portion. The Telebus findings are in line with the TAM TV Rating indication where Mysteries and Infotainment programs has lost audience.

Documents

Irawati Pratignyo - TV Rating Dan Content