TV MEASUREMENT

Television Audience Measurement in Turkey
The Purpose of Measurement
The Television Audience Measurement (Measurement of Television Stations’ Comparative Viewership Ratios) provided by TİAK A.Ş. via contractor companies, aims to ensure that the industry components can access reliable, consistent, impartial and up-to-date data, where all the standards are determined in a fair and transparent manner to ensure technical accordance with international norms,  privacy policy is respected at each stage and technical supervision and control are duly performed.
Measurement Service Providers
TİAK A.Ş. signed a service contract with different companies for the two stages of measurement due to the fact that the companies performing ES (Establishment Survey) and Measurement Reporting for Television Audience Measurement Service are required to be separate companies as per the “Regulation on the Procedures and Principles Governing the Performance and Supervision of Measurement of the Viewing and Listening Ratings for Broadcasting Services” published by the Radio and Television Supreme Council (RTÜK) on 17/10/2012.
For the 2013 edition of the Establishment Survey, which was separated from the company to perform reporting as per the “Regulation on the Procedures and Principles Governing the Performance and Supervision of Measurement of the Viewing and Listening Ratings for Broadcasting Services” dated 24/4/2012, a contract was signed with ANAR Ltd. Şti., and subsequently with GENAR, DİYALOG Araştırma ve VTE Araştırma.
Services such as the comparative measurement and reporting of viewing rates for channels, as well as the establishment and management of the Panel are services that have already been handled by Kantar Media.
The Scope of Measurement
Television audience measurement made through utilization of a people meter is an integrated system consisting of particular stages. People meter is accepted all over the globe and used in many other countries as a tech-friendly system that enables audience measurement that is sound in a TV environment where technological products increasingly become popular.
Stage One
Stage One involves the establishment survey (ES). Repeated periodically, establishment survey is a large-scale research whereby information about the television environment is collected through the social and demographic features of a population to be represented. The population information obtained from research is the basic source for identifying the representation criteria which will serve a basis for panel composition, as well as for determining and updating the universe. The panel is designed according to the picture derived from this research. The households interviewed as part of research constitute a database to be used in ensuring both the establishment and maintenance of the panel. Panel families are selected from this database according to the criteria determined. The continuity of research enables developments in this environment to be followed and the measurement system to be updated in line with new conditions, where required.
Stage Two
Stage Two of the measurement system is to build the panel. The panel is the statistical sample of the population to undergo audience measurement, which is created on the basis of representation criteria. Families in the panel are selected from among those families that are interviewed in establishment survey and agree to participate in the panel. The viewing behavior of panel members is conveyed to data production, following the completion of the training process required for panel membership.
Stage Three
Stage Three of the system requires usage of a people meter and a controller that needs to be used along with that device. Therefore, the only duty of panel members is to ensure that the device records the relevant viewing by pushing the button allocated for them on the controller once viewing starts and ends. Whether this duty is conducted correctly or not is determined with periodical checks made within panel management. Such periodical checks contain extremely important checks that are highly sensitive against extraordinary changes in the daily activities of panel. The controller has buttons, each being allocated to an individual of the family. People push their allocated button once they start and stop watching television. This way, their viewing activity is recorded on the measurement device, which records the viewing. The measurement device is attached to each television in the home.
Stage Four
Stage Four involves data transfer. At this stage, data collected on people meter is automatically conveyed to the production center by the data production software on a daily basis. This operation is performed by the software, by equipping each people meter in the homewith GPRS.
Stage Five
Data transfer is followed by Stage Five, which is the data production stage. Data production involves confirmation and weighing of the data retrieved from people meter and conversion of the same into a format that can be used by the analysis software.
Stage Six
Stage Six of the system utilizes a program and commercials database that contains such information as the name, typology, starting and ending hours of broadcasts. The audience data takes its finalized form where user can analyze the audience data, program and commercials by merging the person-to-person and minute-to-minute data retrieved from people meter. This way, raw information obtained from each home is organized as notifications that indicate the individual viewing habits over time.
This data is processed to create program ratings and channel ratings as to a particular period of time, with the inclusion of reports on the viewing share of certain stations or programs, the number and ranking of the audience that view certain programs and/or content broadcast during a particular time of the day, as well as the cumulative audience viewing certain programs or commercials on a single or multiple channels and the time and frequency of viewing. The final stage enables the clients to access audience data on a daily basis.

 
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