Understanding the Advanced Technology Used by Television Stations to Count Viewers
Introduction
In today's digital age, determining the number of viewers for a particular TV program is a significant challenge for television stations and networks. To address this, research companies employ sophisticated techniques and technologies. In this article, we will delve into the methods used by Nielsen Media Research and BARC India to gather television viewership ratings.
Methods Used by Nielsen Media Research
Nielsen Media Research is one of the largest and most reliable agencies for monitoring and publishing viewership data. The Nielsen ratings are developed by conducting surveys and tracking the viewing habits of households through diaries or devices attached to the television sets. Surveys are mailed to households with a self-reported response, providing a comprehensive view of the viewership demographic.
Technical Details
Nielsen primarily uses two methods to gather data:
Surveys:
Nielsen sends surveys to a representative sample of households, where respondents manually record their viewing habits. The completed surveys are then mailed back for analysis. This method provides a traditional yet effective way of gathering data.
Devices Attached to Televisions:
Nielsen also employs devices that are directly attached to the televisions, offering a more direct method of monitoring viewing habits. These devices track the content and channel preferences of the viewers, providing real-time data.
BARC India's Advanced Technologies
BARC India, the leading audience measurement company in India, uses advanced techniques to ensure the accuracy and reliability of its viewership ratings. This section will explore the methodologies and technologies employed by BARC India.
Audio Watermarking
BARC India employs a unique technique called audio watermarking to track the viewing of television content. Audio watermarks are inaudible codes embedded in the audio channel of the television signal, which cannot be deleted or overwritten. These codes transmit through various distribution platforms, providing a highly reliable and accurate data collection mechanism.
Key Features of Audio Watermarking
Non-removability: The audio watermark is designed to be tamper-proof, ensuring the integrity of the data collected.
Decodable: The watermark can be decoded by specialized software and hardware, facilitating easy data analysis.
Sample Size: The minimum sample size for BARC India is 20,000 reporting homes, which will increase by 10,000 homes annually until it reaches 50,000 homes.
Ownership: No broadcasting or advertising company can hold more than 10% of BARC’s shares to ensure independence.
Audits: Both internal and external audits ensure the reliability and accuracy of the data collected.
Comprehensive Reporting
BARC India’s system provides a detailed report on various aspects of viewership. This includes:
Time Shifted Viewing: Metrics of programs recorded and viewed later.
Viewed on Same Day (VOSDAL): Details of programs broadcast simultaneously on multiple channels.
New SEC NCCS Classification: Based on the education of the Chief Wage Earner of the family and the number of durable goods owned by the household.
Durables: Details of 11 predefined durable goods owned by the household.
Technical Advancements in BAR-O-meters
BARC India has developed advanced BAR-O-meters that are compact, reliable, and cost-effective. These small devices are equipped with a third-generation OLED display, making them easily visible and interactive for viewers. Additionally, each BAR-O-meter includes an embedded SIM card for automatic data upload, ensuring wide and efficient coverage.
Key Features of BAR-O-Meters
Compact Design: The compact size of the BAR-O-meters makes them easier to handle and less obtrusive.
Third-Generation OLED Display: The OLED display is more visible, promoting better interaction between the viewer and the meter.
Embeddable SIM Card: The SIM card facilitates automatic data upload, streamlining the data collection process.
Indigenously Manufactured: These meters are manufactured locally, making them more cost-effective than imported alternatives.
Platform Agnosticism
BARC India’s system is platform-agnostic, meaning it captures data from various forms of distribution, including terrestrial, DTH, analog cable, digital cable, and digital platforms. This ensures a comprehensive and accurate view of how viewers consume television content.
Conclusion
Understanding the advanced technologies used by television stations to count viewers is crucial for marketers and content creators. Nielsen Media Research and BARC India are pioneers in this field, using sophisticated methods to provide credible and reliable viewership ratings. By leveraging these technologies, we can better appreciate the methodologies behind the numbers and appreciate the hard work that goes into monitoring and analyzing viewership.
References
Nielsen Media Research.
Broadcasting Audience Research Council of India (BARC).