This year’s conference “Media Measurement and Research”, organized by ABC Croatia, will be held on 8 November 2016 in Zagreb. Ten speakers will share with the audience their expertise and practical models of research in their countries, from the standpoints of the user, the methodology and the organizational aspect.
One of them is Alexander P Nielsen, board member of the Danish JIC for measuring television audience. He is a long time director and head of research for Discovery Networks in northern Europe, and since recently he is head of audience measurement for the TV 2, the largest commercial TV station in Denmark.
At the conference in Zagreb, he will present hybrid audience measurement model that was developed in Norway, and on this occasion he answered a few questions on the subject …
How much does hybrid audience measurement differ from the classical viewership measurements?
Hybrid audience measurement is drastically different from conventional measurements, insofar as it uses multiple sources of information, instead of only one. Our intention is to measure the different ways of watching TV and activities in specially designed panels.
How much more technically demanding is your measurement in comparison to the usual?
Hybrid measuring is by its nature more complicated, because there are multiple panels to be maintained. Different types of data are collected on a daily basis, and in the end you need a methodology that combines different measurements into one, creating a unique “currency” from all sources of information.
Is there a financial justification for such measurement?
A couple of years ago there was no need for something like this, when television viewing was only an activity that took place at home, in front of the TV. Today, with the expansion of broadband availability in many countries, and with the existing possibilities of streaming services that have television content, it makes sense to invest more in advanced measurement, which records more views, if you think that this extra inventory has a value in the market. In addition, the more accurate picture of how particular shows are doing on a variety of platforms has editorial value. This can result in better programs for all types of viewers.
What else will the audience hear from you?
I will also talk about the challenge of adding multiple data sources to our existing measurement, such as Return Path Data and Total Video Viewing.
