Television Audience Measurement Quiz

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Questions and Answers

What is the primary benefit of Netflix partnering with Kantar in Spain?

  • To enhance the quality of their original content
  • To reduce subscription costs for users
  • To expand their programming to international markets
  • To gain a comprehensive understanding of audience consumption patterns (correct)

Which metric measures the percentage of TV viewers watching a specific program?

  • Share of Audience (SOA)
  • Reach
  • Total Television (TTV)
  • Rating (correct)

What does the term 'Universe' refer to in audience measurement?

  • The percentage of total viewers watching a network
  • The total group of individuals being studied (correct)
  • The unique audience for a program
  • The number of viewers watching a specific program

How do programmers ensure cultural relevance in television programming?

<p>By incorporating both quantitative and qualitative insights (C)</p> Signup and view all the answers

What does the term 'Share of Audience (SOA)' specifically indicate?

<p>The percentage of total TV viewers watching a specific program (B)</p> Signup and view all the answers

Which metric refers to the raw count of viewers watching a broadcast?

<p>Miles (B)</p> Signup and view all the answers

What is a core aspect of the complexity in television programming?

<p>Linkage to culture, customs, and social habits (C)</p> Signup and view all the answers

Which factor does NOT significantly influence global programming standards?

<p>Social media trends (D)</p> Signup and view all the answers

What is the total number of individuals measured by Kantar Media in the UK?

<p>Over 12,000 (C)</p> Signup and view all the answers

How many households are in the Kantar Media panel in Spain?

<p>5,720 (A)</p> Signup and view all the answers

What type of data does HbbTV merge with audience measurement panels?

<p>Census data from Smart TVs (B)</p> Signup and view all the answers

Which of the following aspects is NOT tracked by Kantar Media in Spain?

<p>Subscription fees (B)</p> Signup and view all the answers

What is a primary benefit of using the Focal Meter?

<p>It identifies who is watching on shared devices. (B)</p> Signup and view all the answers

Why is the data merging in HbbTV significant?

<p>It improves accuracy in audience measurement. (A)</p> Signup and view all the answers

What population does the Kantar Media panel in Spain aim to represent?

<p>45.3 million (B)</p> Signup and view all the answers

Which devices do the Focal Meter track content from?

<p>Devices included in its 'whitelist' (A)</p> Signup and view all the answers

What has significantly contributed to the increased viewership of streaming services during the pandemic?

<p>The convenience of watching on-demand content (C)</p> Signup and view all the answers

Which of the following best describes the term 'AVOD'?

<p>Advertising-supported video on demand (C)</p> Signup and view all the answers

What is a primary feature of SVOD services?

<p>Provides unlimited access for a set monthly fee (B)</p> Signup and view all the answers

How did consumer behavior shift during the pandemic according to the content?

<p>Increased interest in social media, gaming, and streaming (D)</p> Signup and view all the answers

Which of the following is an example of TVOD?

<p>Buying a movie on Amazon for permanent access (A)</p> Signup and view all the answers

What impact did the rise of Connected TV (CTV) devices have on content consumption?

<p>Increased demand for personalized viewing experiences (D)</p> Signup and view all the answers

What is a characteristic of OTT services?

<p>Bypass traditional distribution methods (C)</p> Signup and view all the answers

What challenge are media companies facing due to the shift towards streaming services?

<p>Maintaining audience loyalty in a competitive landscape (A)</p> Signup and view all the answers

What is the main purpose of Input Metrics?

<p>To measure operational performance and identify areas for growth. (D)</p> Signup and view all the answers

Which of the following is an example of a North Star Metric for Netflix?

<p>Customer Loyalty (NPS). (C)</p> Signup and view all the answers

How is Average Revenue Per User (ARPU) calculated?

<p>Total revenue divided by the total number of users. (D)</p> Signup and view all the answers

What does Customer Lifetime Value (CLV) help optimize?

<p>User engagement and retention investments. (B)</p> Signup and view all the answers

In the context of OTT Metrics, what does a higher conversion rate signify?

<p>A greater percentage of visitors completing desired actions. (B)</p> Signup and view all the answers

What is the formula for calculating Customer Acquisition Cost (CAC)?

<p>Sales and marketing costs divided by the number of customers acquired. (A)</p> Signup and view all the answers

Which metric is essential to understanding user retention for niche content?

<p>Completion rates for shows. (A)</p> Signup and view all the answers

What distinguishes North Star Metrics from Input Metrics?

<p>North Star Metrics represent the goals for platform success. (B)</p> Signup and view all the answers

What is the abandon rate defined as?

<p>The percentage of users who start but do not complete a task. (B)</p> Signup and view all the answers

Which metric specifically tracks the percentage of customers leaving a service?

<p>Churn Rate (B)</p> Signup and view all the answers

What type of data does Google Data Studio primarily visualize?

<p>Performance data through customizable charts and tables. (D)</p> Signup and view all the answers

What do engagement metrics track?

<p>User interaction such as logins and in-app actions. (B)</p> Signup and view all the answers

What defines inactive users?

<p>Users who were active but are no longer engaging. (C)</p> Signup and view all the answers

What trend is associated with platforms investing in localized content?

<p>Global Expansion into untapped regions. (A)</p> Signup and view all the answers

Which of the following statements about subscription billing data is correct?

<p>It tracks changes in subscriptions, renewals, and cancellations. (B)</p> Signup and view all the answers

How is AI expected to improve user engagement according to future trends?

<p>Through enhanced personalization via algorithms. (D)</p> Signup and view all the answers

What is the primary difference between spontaneous virality and planned virality?

<p>Spontaneous virality occurs randomly, while planned virality is intentionally crafted. (A)</p> Signup and view all the answers

Which factor significantly increases the shareability of digital content?

<p>Emotional resonance with the audience (D)</p> Signup and view all the answers

What does total reach measure in the context of virality?

<p>The number of people who view the content (D)</p> Signup and view all the answers

What represents positive virality?

<p>Content that boosts brand visibility without risk (B)</p> Signup and view all the answers

Jonah Berger's 'STEPPS' model emphasizes what aspect of why people share content?

<p>The need for social currency (C)</p> Signup and view all the answers

How does humor contribute to the virality of content?

<p>It increases engagement and shareability. (B)</p> Signup and view all the answers

What is a potential downside of negative virality?

<p>It can lead to reputational risks. (B)</p> Signup and view all the answers

Which characteristic is crucial for content to go viral in terms of design?

<p>Well-produced and visually appealing elements (D)</p> Signup and view all the answers

Flashcards

Audience Measurement Panel

A group of homes selected to reflect various households and regions within a country, used to track TV viewing habits.

HbbTV (Hybrid Broadcast Broadband TV)

A system that combines data from audience measurement panels and Smart TV census data to offer a more in-depth understanding of TV viewing behavior.

Focal Meter

A device connected to your home internet router that tracks online media consumption from specific platforms, such as Netflix, YouTube, etc.

Demographics

The characteristics of the people being measured, like age, gender, income, and location.

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Audience Measurement

The process of collecting data on how many people are watching a particular program or channel.

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Representativeness

Making sure the audience measurement panel accurately reflects the diversity of the population.

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Granularity

Making data more specific and detailed.

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Targeting

Using data to understand what kind of ads and content people are most likely to engage with.

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Monthly Active Users (MAU)

A metric that tracks how many unique users have interacted with your OTT platform in the past month.

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Customer Acquisition Cost (CAC)

The total cost incurred to acquire a new customer for your service.

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Average Revenue Per User (ARPU)

The average income generated from each user of your platform.

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Customer Lifetime Value (CLV)

The total amount of revenue a customer is estimated to bring in during their entire time using your service.

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Conversion Rate (CR)

The percentage of users who perform a specific action, like signing up for a free trial.

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Retention Rate

The percentage of users who keep using your service after a certain period.

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Input Metrics

Metrics that directly influence and improve your North Star Metrics.

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North Star Metrics

Key metrics that represent the overall success of your OTT platform, like user loyalty or engagement.

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Television Programming

The process of selecting, coordinating, and ordering programs to engage a target audience at specific times.

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Cultural relevance in TV Programming

The idea that television programming should take into account the cultural values, customs, and preferences of its target audience.

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Global influence on TV programming

The idea that the US TV industry sets global programming standards, influencing how television is organized in other parts of the world.

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Rating

Information about how many people watched a specific program or channel, expressed as a percentage of the target audience.

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Total Television (TTV)

The total number of people watching TV during a specific period, across all channels.

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Share of Audience (SOA)

The percentage of total TV viewers watching a specific program or network, showing how it performs relative to competitors.

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Reach

The total number of different individuals who watched a broadcast for at least one minute.

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Universe

The total group of people being studied, typically individuals aged 4+ with access to TV in a given country.

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What are OTT services?

Services that provide video content over the internet, bypassing traditional distribution methods like cable or satellite. Examples include Netflix, Hulu, YouTube, and Disney+.

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What is Video on Demand (VOD)?

Video content that can be watched whenever the viewer chooses, unlike scheduled programming. This includes content on Netflix, Amazon Prime Video, and cable-provided on-demand options.

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What is Subscription Video on Demand (SVOD)?

A subscription-based model that grants unlimited access to a library of content for a recurring fee. Examples include Netflix, Disney+, and HBO Max.

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What's Transactional Video on Demand (TVOD)?

Consumers pay for specific content on a per-view basis, similar to renting a movie. This includes services like iTunes, where you permanently own the purchased content.

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What is Advertising-supported Video on Demand (AVOD)?

This model allows consumers to watch content for free, supported by ads. Examples include free versions of services like YouTube and Pluto TV.

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What is Hybrid Video on Demand (HYBRID VOD)?

Combines features from different models, like providing free content with ads alongside premium subscription options. A great example is Hulu, which offers both free and paid tiers.

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What is FAST (Free Ad-Supported Streaming TV)?

A new VOD model, often offering free ad-supported TV channels similar to traditional broadcast channels.

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What is the role of Over-The-Top (OTT) in the shift from traditional TV?

This refers to the shift from traditional TV to receiving video content over the internet, bypassing cable and satellite. Examples include Netflix streaming on your smart TV or Hulu on your phone.

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Abandon Rate

The percentage of users who start but don't complete a task, for example, exiting during a free trial process.

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Churn Rate

The percentage of customers leaving a service over a given period. For example, starting with 10 million customers and ending with 9.5 million results in a 5% churn rate.

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Engagement Metrics

Tracks user interaction, such as app logins, videos watched per session, and specific in-app actions.

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Inactive Users

Users who were previously active but are no longer engaging with the service.

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Google Data Studio

A free Google platform to connect data sources and visualize performance through customizable charts and tables.

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Subscription Billing Data

Tracks changes in subscriptions, renewals, cancellations, add-ons, and upgrades.

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Ad Server Data

Tracks performance for video-on-demand platforms, including ad failures, blockers, buffering issues, and fraud.

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AI Integration

Enhanced personalization through algorithms, improving user engagement and content recommendations.

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Virality

Content spreading quickly across social networks, reaching many users in a short time.

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Spontaneous Virality

Virality arising spontaneously from user reactions, without planning.

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Planned Virality

Virality intentionally created and promoted for marketing purposes.

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Relevance

Content related to current events or trends is more likely to be shared.

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Authenticity & Originality

People share content that appears authentic and original.

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Emotion

Emotional content like joy, anger, or surprise makes people want to share.

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Positive Virality

Content that generates excitement, joy, or valuable engagement.

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Negative Virality

Content that spreads due to controversy, anger, or outrage.

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Study Notes

Module 2: Introduction to Linear TV Business Models

  • TV has been a witness and creator of shared experiences
  • Linear TV: Traditional broadcast, real-time programming (e.g., over the air, satellite/cable)
  • Non-linear TV: Viewers choose shows to watch via services like Video on Demand (VOD).
  • OTT (Over-The-Top): Services bypass traditional distribution methods, mainly over the internet (e.g., Netflix, Hulu)
  • MVPD (Multi-Channel Video Programming Distribution): Subscription-based video service providers (e.g., cable, satellite)

Linear TV

  • Real-time television service
  • Broadcasts scheduled programs conventionally over the air or through satellite/cable
  • Not streamed to a specific individual
  • Includes nearly all broadcast television services

Non Linear TV

  • Type of television that the consumer can interact with
  • Viewing television shows through video on demand type service

OTT

  • Provides a product over the internet
  • Bypasses traditional distribution means
  • Media and communication services
  • Typically lower in cost than traditional methods of delivery

MVPD

  • Delivery of video programming services
  • Usually subscription based (pay television)
  • Commonly includes cable, satellite, and telecommunications services

Audience Measurement Systems of Linear TV

  • Measurement of television audiences is crucial for the medium's market role
  • Methodical and independent approach ensures data reliability and trust in the market
  • Diary Method: Earliest method, recording viewing via face-to-face or phone interviews
    • Simple and easy to implement in small sample sizes
    • Provides personal insights into viewers' habits
  • Electronic Method: Uses devices that track TV viewing across multiple channels.
    • Real-time data and accurate tracking of what's watched
    • Measures variables like channel, time, and specific viewers
    • Costly to install and maintain devices
    • Privacy concerns with constant viewing habit tracking
  • Software Method: Combines active and passive measurement techniques across various platforms
    • Tracks cross-platform consumption, offering a comprehensive view
    • Adapts to new media trends, such as shifts in how people consume content
    • Data complexity from varied platforms and devices
    • Reliability concerns due to ongoing evolution of technologies

Module 3: Definitions and Differences: OTT, VOD, SVOD, TVOD, AVOD, PVOD, HYBRID VOD, FAST

  • Video On-Demand (VoD): system of individual delivery of television programs and films to a subscriber via a digital cable, satellite or terrestrial television network from a multimedia server.

  • TVOD: Transactional Video on Demand (pay per view/rental)

  • SVOD: Subscription Video on Demand (subscription-based access to content library)

  • AVOD: Advertising Video on Demand (free viewing with advertisements)

  • MIX: Hybrid Video on Demand (combination of different models like SVOD and AVOD)

Module 4: Social Media Metrics

  • Results: Number of times a campaign achieves its intended outcome
  • Common Types of Results: Website purchases, leads, form leads, custom conversion
  • Cost per Result: Total ad spend divided by the number of results
  • Metric 3 (Conversion Rate): Percentage of desired results achieved compared to the total impressions
  • Metric 4 (Spend): Total amount of money spent on an ad campaign
  • Metric 5 (ROAS): Return on ad spend—revenue generated for every $1 spent on ads

Module 4: Social Media Metrics

  • Metric 6 (Impressions): Number of times an ad or post is shown to users (repeat views included)
  • Metric 7 (CPM): Cost per 1,000 impressions (cost-efficiency comparison of campaigns)
  • Metric 8 (Frequency): Times a user sees the same ad or post
  • Metric 9 (Reach): Total number of unique users who see the content (organic/paid)
  • Metric 10 (CPC): Cost per click (how much to pay for each click on an ad)
  • Metric 11 (CPA): Cost per acquisition (cost to acquire a new customer)
  • Metric 12 (LTV): Lifetime value (total customer revenue)

Other (various sections)

  • North Star Metrics vs. Input Metrics
  • OTT metrics (12 definitions) (MAU, CAC, ARPU, CLTV, etc.)
  • Trends and Opportunities (AI integration, cross-media analytics, user engagement, global expansion, sustainability in revenue models)
  • Why OTT content publishers aren't leveraging viewership data
  • Future Directions: Emerging talent, hybrid models, and content diversity

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