Television Audience Measurement

WHAT IS TAM?

THE PROBLEM

Having detailed, accurate and reliable information about TV audiences is crucial for broadcasters, advertisers and agencies, who want to maximise the effectiveness of the investment made on TV programmes and commercials.

Nielsen, the main provider of TV audience measurement data obtains its viewing estimates from a panel oftelevision owning households representing the viewing behavior of TV households throughout the world. Globallythere are about 80,000 households measured in over 36 countries with this technology.

It is not sufficient enough to have an analytic application based on pre-calculated data: it is vital to have the possibility to change the query at any time in any way. This allows for greater insights into viewing data. With the sheer amount of data this can only be accomplished through more flexibility of data analysis.

There are21,000 panel households in the U.S.,21,000 in Europe, 30,000 in the APMEA (Asia Pacific/Middle East/Africa) and 4,000 in the Latin America.

“TAM is the specialised branch of media research dedicated to quantifying (size) and qualifying (characteristics) detailed television audience information.” Nielsen

www.sadasdb.com

Television Audience Measurement

THE SOLUTION

STATISTICS FROM TAM BUSINESS CASE

Sadas Engine: a streamlined columnar DBMS specifically designed for Data Warehousing performing anywhere at least 10 times faster than traditional row based DBMSs.

By directly accessing the raw data, and running queries on the most recent data, Sadas Engine allows for queries in real time with no predefined strategy on billions of elementary data objects: that is the number of information necessary to have a correct base of analysis over years of customer behaviors.Using a tool with unrestricted ability to analyze data, analysts are able to optimize program scheduling and streamline the marketing and advertising goals.

With Sadas Engine, nightly uploads of many million records take less than 2 minutes run on standard off-the-shelf hardware. Non-predefined queries and reports on batches of 10 billion records run in fractions of second.

Households records

•5,500 TAM Households•1,400 detailed records per day from

every household• 7,500,000 total records per day• 10 Billion total records over 4 years

Performances

•Initial Loading of 10 Billion records: about 30 minutes;•Nightly uploads of 7.5 million records: less than 2 minutes;•Average report/query runtime on 10 Billion records:

fractions of a secondOn a standard Windows workstation (WIN server 2008, 2 Intel CPU X5660 @ 2.8GHz)

SADAS also provides an insightful Business Intelligence tool, Sadas BI, thus producing a comprehensive platform. With Sadas Engine, nightly uploads of many million records take less than 2 minutes run on standard off-the-shelf hardware. Non-predefined queries and reports on batches of 10 billion records run in fractions of second.

SADAS ensures the maximum efficiency during loading and performance during queries, all while maintaining scalability and keeping the TCO very low.

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