directv ratings pioneering by luiz g. duarte, ph.d. of directv - presented at insight innovation...
Post on 17-Oct-2014
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In 1999, DIRECTV was the first to measure audiences using data coming straight from its receivers. More than a decade later, it is poised to innovate once again with a slew of new data that can catapult the media market to new levels, including audience measurement for DVRs, individual spots, etc.TRANSCRIPT
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Ratings RevolutionTHE BRAVE NEW WORLD OF AUDIENCE RESEARCHBROUGHT TO YOU BY DIRECTV
Luiz Guilherme Duarte, PhDMarch 2013
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302Number of times Walt Disney was turned away for financing to build Disneyland
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There is nothing more powerful than an idea whose time has come
Victor Hugo (1802-1885)
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Short history of an idea…1999 2001
Sandro Mesquita, Rao Sunkara
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So this is how it works…
LOCALOFFICE
CALIFORNIABROADCAST
CENTER
ONLINE
REPORTING
RETURN PATH DATA
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From idea to the market…2008 2009 2010 2011
600+ automated reports a month All likely combinations All available online in PDF and Excel formats
Daypart- Whole day- Daytime- Primetime
Days of the week- Weekdays- Weekends- Each day
Market- Panregional- Individual
countries
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From idea to the market…2008 2009 2010 2011
vdc.directvla.com
ARG
CHI
COL
PER
PUE
URU
VEN
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New Clients
Full clientsPanregional programmers
Panregional agencies
Report clients
Argentina clients
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More ideas to hit the market…
7Ways we can change the rules of the game
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1 From programs to spots & promos
Volkswagen: Darth Vader – 30sec
Chanel: B. Pitt – 30 secPromo: PPV Madagascar – 10 sec
Industry: Company: Brand: Creative: Duration: Position in Prg/Break:
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2 In your pocket
Android and iOS (iPhone/iPad/iPod Touch)
Program and channel rankers
Average ratings, shares, cumes
Free & Pro versions
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3 A lot more data Program genreProgram subgenreEnglish titleSpanish titleEnglish episode titleSpanish episode titleSeason numberEpisode numberUS parental ratingHD flagLive/debut/repeat (select programming)Keywords (not yet in service)Possible in future:
Director, leading actors etc.Short and/or long program description in English/Spanish/Portuguese
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4 DVR Timeshifted Viewing
PROGRAM COMMERCIAL
LIVE
CVI
TIMESHIFTED
Live + Same Day
1 -6 hrs Delay
6 - 24 hr Delay
24 - 48 hr Delay
2 - 3 day Delay
3 - 7 day Delay
7 - 14 day Delay
Near Live
Commercial * 100
Program
How well a program can deliver audiences
to an embedded commercial
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5 Program EngagementNew DTVLA program Web pages with social media linksComplete Web statistics (visits, demos, likes, recommendations, etc.)Combined reporting
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6 Online Viewing Integration
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7 Buyer & Pyschographics
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