DStv-i Overview - cloudfront.net
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DStv-i Overview
DStv-i Objectives Establish a common currency across the DStv platform, channels and advertisers Robust sample sizes at an individual channel level Credible, reliable audience Facilitate the development of a new sales model Complement the TAMS panel Measurement of time shifted viewing, Video on Demand (VOD) and mobile
How DStv-i will be used as a common currency
The Multichoice platform:
Assist in channel acquisition decisions
Used to performance manage the channels
Determine subscriber needs and preferences
Identify hardware and software requirements
Channel suppliers, schedulers and content producers:
To determine scheduling and repeat patterns
Assist with content and production decisions
Provide audience share and competitive analysis
Advertisers and Agencies:
To provide greater accountability
Allow for guaranteed audience trading
Credible ratings and precise targeting would lead to increased efficiency and reduced risk
Flow of Return Path Data in South Africa
Local Infosys installation in South Africa
Recruitment of representative
Data also available to end users through
panel via Call Centre
3rd Party software suppliers: Telmar,
Personal demos captured
Arianna & TechEdge
Collection of household diary data
Data to Kantar Media UK for processing
Diary data is matched with STB data
Decoders and modems installed Capping algorithm is applied
Household activated on server PIV algorithm is applied to get
to personal viewing
Data is weighted to population and personal
STB polled daily via viewing TVR’s are released
mobile MTN network
How does the Algorithm work?
Process Two
Process One
Personal Viewing Data
Who is watching
Is the TV on or off?
Set top box data
DStv-i Capping Algorithms
Progressive Capping is employed to account for the occasions where the decoder has
been left on but the viewing session has ended
Two stages are employed:
Determine which sessions are going to be capped
By how much the session will be capped
Dynamic (un)capping is deployed in TNS RPD services to cope with programmes greater
than one hour where viewing would typically be capped but genuine viewing continues
to the end of the programme.
For example, soccer and cricket matches, big events like the royal wedding,
Idols final etc.
Key differences between Meters and RPD
People Meters Return Path Data (RPD)
8.1 million individuals on 31 Jan-11 9.4 million individuals on 31 Jan-11
Based on 1,200 household members Based on 4,000 household members
Universe updated twice a year Universe updated monthly
Includes Guests and Domestic Helpers viewing Excludes Guests and domestic helpers viewing
Drops viewing by approximately 10-15%
Measures analogue and digital viewing Measures only the TV’s connected to the DStv
satellite – No analogue viewing
Panel composition differs: representative of the Panel composition differs: representative of the
population subscriber base
Requires panel interaction and active management Passive, non-intrusive panel
DStv sample sizes problematic More robust sample size
• TAMS: 8.1 million DStv individuals (1 June 2011)
• Based on 1,272 household members
(Sample of 391 households)
• Gets updated twice a year
DStv-i : 10 million individuals (1 June 2011)
• Based on 5,112 household members
(Sample of 1,558 households)
• Gets updated once a month
DStv-i measures only those TV’s connected
to the DStv satellite:
• Less analogue viewing
DStv-i excludes Guests:
• Drops viewing by 5-10%The DStv-i Panel The DStv-i panel consists of approximately 3,000 installed Single and Xtra View households with a minimum daily reporting sample of 1,500 It is currently being expanded to include additional SV and XV homes as well as an SD PVR sample base with the aim of reaching a daily reporting sample of 2,000 by the end of 2011 The universe is made up of Compact and Premium paying subscribers living in South Africa and is currently being expanded to represent all bouquets SD PVR data is anticipated to be available by Q3 2011. At this stage Video on Demand (VOD) data will be excluded
Channels available on DStv-i – by Genre
Entertainment & Movies Sport Lifestyle & Culture News & Commerce Indian
Africa Magic ESPN BBC Lifestyle Al Jazeera B4U Movies
Africa Magic Plus ESPN Classic Fashion TV BBC World News Saffron TV
BBC Entertainment Supersport 1 Food Network Bloomberg Set Asia
Discovery Channel Supersport 2 Home Channel CCTV News SET MAX
E! Entertainment Supersport 3 The Style Network CNBC Africa Sun TV
e.tv Supersport 4 Travel Channel CNN Zee Television
Events 1 Supersport 5 e News
Events 2 Supersport 6 Music Euro News Specialist
kykNet Supersport 7 AfroMusic NDTV 3SAT
Magic World Supersport Blitz Channel O Parliamentary Service ARD
M-Net Supersport Maximo DStv Audio (DMX) Russia Today BVN TV
M-Net Action Telly Track MK Sky News CCTV 4
M-Net Movies 1 MTV Summit News Deutsche Welle (DW)
M-Net Movies 2 Documentary MTV Base ERT Sat / ERT World
M-Net Series Animal Planet One Gospel Religion ProSieben
M-Net Stars BBC Knowledge Trace TV Islam Rai International
Mzanzi Magic Crime & Investigation VH1 Rhema TV RTL
SABC 1 Discovery World TBN RTP International
SABC 2 History Channel Children SAT 1
SABC 3 Ignition Boomerang DStv Touch SIC International
Sony Entertainment Nat Geo Wild Cartoon Network Weather 24 TV Globo
Sony Max National Geographic CBeebies Supersport Select TV5 Monde Afrique
Soweto TV Disney Channel
TCM Disney Junior
Universal Channel Disney XD
In process of being broken out
VUZU KidsCo
Zone Reality Koowee Channels currently available
Mindset Learn
Nickelodeon Channels grouped into ‘Other’Exclusion dates on DStv-i
• Please note that even though data is available for the following dates, it would be advisable
to exclude them from your source periods. Due to technical issues beyond our control, the
reporting sample, reach and TVR levels dropped to below our tolerance levels :
2010 2011
• 10th May • 5th Jan
• 1st June
• 19th July
•28th October
•28th NovemberAccess to DStv-i data
DStv-i data will be freely available to existing users of Telmar, Arianna and TechEdge.
Data will be sent to Telmar and Arianna on a daily basis, around 2 days after broadcast.
No data integration between DStv-i and TAMS; will be clearly seen as 2 separate databases.
The same programme event data will be used (TV Events).
Panels (TAMS and DStv-i) will be clearly labeled.
The DStv-i systems developed by Telmar and Arianna allow for viewing data, planning and
post campaigning on the DStv platform.
At initial stage only commercial channels represented by DStv Media Sales were broken out.
Rest of channels were labeled as ‘Other’ with only globular data available.
Subsequently, additional channels have subscribed to the DStv-i data and are available for
selection from the following dates:
From 3 January 2011: Disney Channel, CNBC Africa, Food Network and Zone Reality
From 21 February 2011: SonyMax, MTV, MTV Base, VH1, Nickelodeon, CBeebies
From 4 April 2011: eNews
Any channel on the MultiChoice bouquet could subscribe to the data for a monthly fee.
Their data would then be broken out for all users to access.DStv-i on Transmit
Transmit: Entry Point
First select the required panel from the drop
down
NOTE: The data available for selection in the
source period will change. DStv-i data is
available from the 4th of January 2010Transmit: Guidelines
If you select “Broadcaster
Guidelines” under the Help
menu, you will see
guidelines for DStv-iTransmit: Audiences NOTE: Coding of non standard targets functions in the usual way. • Due to data from the latest DStv-i questionnaire being introduced, Income and Language are now broken into two sections; UP TO 31/01/11 and FROM 31/01/11. Please note that a source period overlapping these periods will result in an operational error. • The top income level in ‘up to 31/01/11’ was R20,000 while the top level in ‘from 31/01/11’ is R65,000+ • Inc nnnn-nnnn can only utilise the breakdown in Income Detailed e.g. Inc R13,000-15,000 cannot be selected as an audience. • There are no LSM’s. Kantar/TNS has developed a Wealth/Behaviour Indicator which will be available on Telmar DStv-i soon.
The DStv-i Wealth Indicator
As part of the recruitment process panelists completed the LSM questions.
As DStv-i is one of the LSM questions the resultant data was skewed.
Further discussion surrounding limitations of LSM as an indicator of Wealth at the top
end resulted in developing a DStv-i specific behaviour indicator to complement LSM.
Wealth Indicator
A behavioural measure correlated to Wealth and LSM
Based on BEHAVIOUR and LIFE CHOICES as well as products
It consists of four categories, Bronze, Silver, Gold and Platinum, with an upper and
lower segment within each category
Planned for Q3/Q4 2011Transmit: Audiences continued
• Languages are also broken into two sections. ‘Language before 31/01/11’ reflected all instances of a language (main and secondary).
‘Language from 31/01/11’ reflects main language only and have a lot of ‘Other Languages’ broken out separately. In a few months
the section of all instances of a language spoken will be added to the data again. The planner could then select either main language
or Language spoken.
• ‘Community Size’ and’ Children in Home’ as audiences were requested by the Media Industry and introduced into the data from
3 January 2011 onwards .Transmit - Programmes
NOTE:
• Only digital stations are available on the
DStv-i panel. The channels listed here in the
station list and selection columns are
currently available on DStv-i.
• All other channels are grouped together in
the option “Other”. That includes digital
viewing for SABC and e.TV
• Initially only channels commercially
represented by DStv Media Sales were
broken out but we’ve subsequently broken
out additional channels who now subscribe
to our data.Transmit - Programmes
Option to switch between analogue and
digital not available anymore
NOTE:
• The data items: Thousands and Cost per Thousand
still to be released on TransmitTransmit - Programmes
When switching between panels you will be
asked if you wish to continue… Select “YES”
NOTE:
• The channels and targets available for
selection could be different between
panels. You would get an alert message.Transmit - Programmes
NOTE:
• On the TAMS panel the terrestrial channels
will be available for inclusion in the plan.A Planning process for multiple panels
NOTE: Rating data is exclusive to
each panel. Although the
1. selected spots will carry across
panels, the data is never merged.
Select the
When you are in the DStv-i panel
DStv-i panel
you will see DStv-i ratings for
6. digital channels. When you are
Plan on 2. in the TAMS panel you will see
terrestrial TAMS ratings.
Select dates ,
channels and
run R&F for audiences and
combined channels
results
5. 3.
Add Plan on digital
additional channels and
audiences and run R&F for
channels as digital results
required
4.
Go back to the
Analysis tab and
switch panels to
TAMSTransmit 360
First select the
required panel
from the list
NOTE: Information displayed in the Patronage
and Channel Share graphs will change
depending on which panel is selectedTransmit 360
NOTE:
• The data available for selection in the
source period will change. DStv-i data is
available from the 4th of January 2010.
• The DStv-i data will be released daily;
there would be a 2-3 day lag before data
is available on TelmarTransmit 360
Select target audience; same list as that on TransmitTransmit 360
NOTE:
• Only digital stations are available on the
DStv-i panel
• The digital viewing of SABC1, 2, 3 and eTV are
grouped together with other “non released”
channels in the option “Other”Transmit 360
PLEASE NOTE:
• The side tabs don’t reflect
DStv-i specific information
when a user is working in
the DStv-i module. Same
information across TAMS
and DStv-i panels.Transmit 360
NOTE:
• The channels can be grouped by
“Genre, Bouquet, etc” Please
note that the genres are not
from the MultiChoice/ DStv-i
classification but due to
technical reasons reflect
Telmar’s classifications.
• Channels can also be sorted in
order of Patronage or Weekly
Reach within each groupFor queries relating to DStv-i data, please contact:
Annelie Hattingh (DStv Media Sales, Strategy & Research) – Tel 011 329 5050
Annelie.Hattingh@dstvmedia.com
or
Trish Chinembiri (DStv Media Sales, Strategy & Research) – Tel 011 329 5025
Trish.Chinembiri@dstvmedia.com
For Telmar related issues please contact the Telmar helpdesk:
Tel: 011-804 4489
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