The eyes have it. Or do they?

  • News
  • July 9, 2010
  • Ben Fahy
The eyes have it. Or do they?

Television ratings, much like the make up of sausages, are a fairly mysterious realm for those outside the marcomms industry, and, after asking around a bit, it seems they're also a fairly mysterious realm for many within it.

At present, Nielsen, which recently announced that Sky, TVNZ and TVWorks decided to reinstate it as the supplier of television audience measurement services for another eight years, samples what seems like a rather small 500 households (with plans to expand that to 600 by 2011) and then extrapolates the results to show what programmes the nation is watching. Obviously, the networks then sell their advertising around that. So is this a large enough sample and, with quickly changing viewing habits, are the results accurate enough to justify the huge amount of money companies spend on the broadcast medium?

Not surprisingly, Claire Harris, managing director Nielsen Television Audience Measurement New Zealand says yes on both counts and points to the fact that most surveys conducted in New Zealand are usually around the 1000 respondent mark.  The TV audience measurement survey that Nielsen conducts samples slightly more than that every night (500 homes equates to around 1200 people), 365 days a year and, added to that, she says trends become apparent through the aggregation of this data over long periods of time.

She says the 500 household sample is designed to accurately reflect the make-up of the New Zealand population, something achieved with the help of information from Statistics New Zealand and from face to face interviews with the households that have the technology in their homes (to find out, for example, the number of TVs inside).

As far as the onset of digital TV goes, she says this won't affect the need for the Nielsen's "proprietary technology" in the home, which shows when the television is turned on and what channel it's tuned to (no need for face recognition technology here, she says, even though it has been trialled in Japan). And when it comes to personal video recorders, which are closing in on 20 percent penetration in New Zealand, Harris says Nielsen has a "very technical solution" that involves new methodology and technology that monitors audio signatures. And, with 30,000 units already in place around the world, she says this technology is recognised globally as being the most accurate form of PVR measurement.

Harris wouldn't divulge how much the eight-year contract is worth to Nielsen, but she says the importance of ratings in the trading environment means it's an investment the broadcasters have to make. And

While the 500 household sample may seem fairly small at first glance, Michael Carney, who has opined on such ratings matters before, says there is audit data to show its relative accuracy. And, more importantly, in this small market, it's pretty much the best we can get and all we can afford.

"Also, bear in mind the sample has gradually grown. It used to be 400 back in the day," he says.

Basically, he says the Nielsen data works well in terms of a broad brush approach to quantifying ratings. But when it comes to seeing how many "left-handed paper-hangers under the age of 25" are watching, not so much.

As for the switchover to digital TV, in theory he says a fibre enabled New Zealand would allow the operators to access ratings data. In the US, cable operators have a 'return path' where data is fed back to them through the phone line, so they are able to tell who's watching, how many are watching and if they happen to fast forward the ads with their PVRs (Carney says the NZ marketplace is too small for that at present and Sky doesn't require its MySky users to plug their devices in to the phone line. Also, the US TiVo box has the capability to display limited messages during the fast-forward phase).

These results are also supplemented with their own panels. And while the Kiwi networks may be able collect the data in the future, he believes they will still require companies like Nielsen to analyse it.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

TVNZ FY2018: climbing back after FY2017 drop

  • Media
  • August 24, 2018
  • Erin McKenzie
TVNZ FY2018: climbing back after FY2017 drop

Following a loss in its FY2017 results, TVNZ's finances are on the rise again, with the company reporting net profit after tax up 265 percent to $5.1 million, and revenue up 0.6 percent to $318.5 million.

Read more

Sky TV reports $240.7 million loss

  • Media
  • August 24, 2018
  • Caitlin Salter
Sky TV reports $240.7 million loss

Sky TV has reported a $240.7 million loss in the year to June 2018, against a profit of $119.3 million. The profit, before a goodwill impairment charge, is an increase of 2.6 percent on the previous year.

Read more

NZME profit falls by more than half

  • Media
  • August 24, 2018
  • Radio New Zealand
NZME profit falls by more than half
Photo: RNZ / Brad White

NZME's profit is down by more than half as revenue fell in challenging market conditions.

Read more

Social scoreboard

Zavy and StopPress have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

topics
Follow The Money
Follow The Money
Follow the money. It’s an axiom that journalists have believed in for years and a ...
Regional Rundown
Regional Rundown
StopPress takes a trip down the country to see who the audiences and agencies are ...
Beyond the Page 2018
Beyond the Page 2018
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...

ASB's Simon Tong moves to new role of executive general manager of digital, data and brand

  • Advertising
  • August 23, 2018
  • StopPress Team
ASB's Simon Tong moves to new role of executive general manager of digital, data and brand

ASB’s Simon Tong has moved seats to the newly created role of executive general manager of digital, data and brand from his role as executive general manager of technology, innovation and payments.

Read more

Plug into the sun: Assembly and Sunergise release solar-powered ad

  • Advertising
  • August 23, 2018
  • StopPress Team
Plug into the sun: Assembly and Sunergise release solar-powered ad

Solar energy provider Sunergise has installed a solar PV system at Assembly in Auckland to power the creation of Colenso BBDO's ad for the PepsiCo Sunbrites brand.

Read more
voices

Stuff's Phillipa Cameron steps into chief customer officer role

  • Media
  • August 23, 2018
  • StopPress Team
Stuff's Phillipa Cameron steps into chief customer officer role

Stuff has announced the appointment of Phillipa Cameron to the new executive role of chief customer officer (CCO).

Read more

Complementary inventory and client opportunities: what Ooh Media's acquisition of Adshel means for New Zealand—UPDATED

  • Advertising
  • August 23, 2018
  • Erin McKenzie
Complementary inventory and client opportunities: what Ooh Media's acquisition of Adshel means for New Zealand—UPDATED

In the wake of news breaking about Ooh Media winning the bidding war to acquire Adhsel from Here, There & Everywhere (HT&E) we take a look at what the move means for the local market. UPDATE: The Australian Competition and Consumer Commission’s (ACCC) decided it will not oppose the acquisition.

Read more
Regional Rundown: Why Nelson is a small city making an impact
Sponsored content

Regional Rundown: Why Nelson is a small city making an impact

As part of our regional rundown series, Anna Bradley-Smith is looking at the regional media owners and agencies making hay while the sun shines and possibly inspiring others from the big smoke to follow suit.

Ben Goodale on the changing landscape of data privacy in NZ

  • Voices
  • August 23, 2018
  • Ben Goodale
Ben Goodale on the changing landscape of data privacy in NZ

Managing director at JustOne Ben Goodale takes a look at the increasing distrust of online data security and how to secure data privacy for future generations.

Read more

On the rise: Augusto welcomes new managing director alongside overseas expansion

  • Advertising
  • August 22, 2018
  • StopPress Team
On the rise: Augusto welcomes new managing director alongside overseas expansion
Aimee Mccammon, Leon Kirkbeck and Michelle Walshe

Augusto has welcomed Aimee McCammon to its team as managing director alongside a plethora of new appointments as the agency's New York office expands.

Read more
Regional Rundown: inside how the Hawke's Bay, Napier and the Wairarapa communities stay connected
Sponsored content

Regional Rundown: inside how the Hawke's Bay, Napier and the Wairarapa communities stay connected

As part of our regional rundown series, Anna Bradley-Smith is looking at the regional media owners and agencies making hay while the sun shines and possibly inspiring others from the big smoke to follow suit.

Protecting young smiles: Grin Natural encourages education and awareness of kids' dental health in new campaign

  • Brand
  • August 22, 2018
  • Georgina Harris
Protecting young smiles: Grin Natural encourages education and awareness of kids' dental health in new campaign

Grin Natural, a 100 percent natural New Zealand made toothpaste brand, recently launched a nationwide campaign to help Kiwi kids in need. Idealog spoke with Grin Natural marketing manager Paul Stokes and general manager and co-founder Tara Tan about its eco-friendly toothbrushes and natural toothpaste, how the company came about, and the urgent need to improve the dental health of kids around the country.

Read more

Remember these? A trip down jingle lane

  • Advertising
  • August 22, 2018
  • StopPress Team
Remember these? A trip down jingle lane

In honour of the recent return of the Molenberg jingle, we're republishing the post from a few years back that lists some of the best efforts, as chosen by members of the NZ Radio Facebook page.

Read more

TVNZ news presenter Greg Boyed has died

  • Media
  • August 22, 2018
  • StopPress Team
TVNZ news presenter Greg Boyed has died

TVNZ news presenter Greg Boyed has died while in Europe with his wife and youngest child.

Read more
Regional Rundown: how the Bay of Plenty is a region of innovation and local media
Sponsored content

Regional Rundown: how the Bay of Plenty is a region of innovation and local media

As part of our regional rundown series, Anna Bradley-Smith is looking at the regional media owners and agencies making hay while the sun shines and possibly inspiring others from the big smoke to follow suit.

Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit