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
Ratings RevolutionTHE BRAVE NEW WORLD OF AUDIENCE RESEARCHBROUGHT TO YOU BY DIRECTV
Luiz Guilherme Duarte, PhDMarch 2013
302Number of times Walt Disney was turned away for financing to build Disneyland
There is nothing more powerful than an idea whose time has come
Victor Hugo (1802-1885)
Short history of an idea…1999 2001
Sandro Mesquita, Rao Sunkara
So this is how it works…
LOCALOFFICE
CALIFORNIABROADCAST
CENTER
ONLINE
REPORTING
RETURN PATH DATA
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
From idea to the market…2008 2009 2010 2011
vdc.directvla.com
ARG
CHI
COL
PER
PUE
URU
VEN
New Clients
Full clientsPanregional programmers
Panregional agencies
Report clients
Argentina clients
More ideas to hit the market…
7Ways we can change the rules of the game
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:
2 In your pocket
Android and iOS (iPhone/iPad/iPod Touch)
Program and channel rankers
Average ratings, shares, cumes
Free & Pro versions
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
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
5 Program EngagementNew DTVLA program Web pages with social media linksComplete Web statistics (visits, demos, likes, recommendations, etc.)Combined reporting
6 Online Viewing Integration
7 Buyer & Pyschographics
