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recommends that – wherever possible – TAM
operators aim for a holistic system that covers all
video exposures in a single harmonised database
and avoid creating different databases for different
screens. Furthermore, the established high
standards of television audience measurement
must be used as the benchmark for future
measurement solutions. For sales houses, the
ultimate goal is to deliver equivalent metrics for
both cross-screen advertising campaigns and
traditional television campaigns: especially reach,
frequency, demographics and viewing duration.
/ / egta’s Audiovisual Currency
Working Group (AVCWG)
Since 2011, representatives of egta’s member
television sales houses and experts from
the industry, most notably from audience
measurement Joint Industry Committees (JICs)
and service providers, have met on a regular basis.
The principle objectives of the group have been
threefold.
Firstly, to share experience and knowledge across
markets on new developments in audiovisual
(AV) audience measurement. Over time, this has
become increasingly focused on efforts towards
hybrid methodologies that can capture TV and
video viewing across all devices and screens (Total
TV Audience Measurement).
Secondly, to define common objectives and
guidelines for the industry with regards to AV
audience measurement. Back in 2014, egta
published its
Guidelines for the future of audiovisual
audience measurement
, which presents the
view of television sales houses and offers
recommendations for best practices in developing
TAM-based
methodologies
to
measure
audiovisual content regardless of when, where,
and on which device (ATAWAD) this viewing takes
place. This report is available for download on the
egta website¹.
And thirdly, to engage with other industry stake-
holders, such as media agencies and advertisers,
to ensure that the evolution of television audience
measurement and AV measurement meets the
needs of the advertising industry at large.
Common observations, hurdles and learnings
from the AVCWG’s last meeting are summarized
below (the full minutes are available for download
on the egta website²):
• Budget sourcing, panels getting more and more
expensive, resources, organization, project
complexity, tagging process that requires the
cooperation of broadcasters, alignment of
all the parties involved and the fact that the
environment keeps changing while working
are hurdles that explain why, in most markets,
the development of Total TV Audience
Measurement takes longer than expected;
• The validation of Total TV data (all screens
together) appears to be much more complex
than validating a traditional TV measurement
(TV-set only);
• The pressure of delivering daily validated/
calibrated hybrid data is a challenge and would
require automation that is not yet effective;
• The integration of YouTube, Facebook and
the likes in Total TV Audience Measurement
requires an agreement on viewability standards
and other KPIs. No market is there yet;
• The development of new/updated systems to
analyse hybrid data will come after the hybrid
is there. How this might affect trading systems
is still an unanswered question;
• Tradable cross-screens inventory volumes
are currently very low so the impact on
broadcasters and sales houses’ commercial
offers is still limited.