Because Agcom will investigate Dazn’s data
All the latest controversy on TV viewing figures on Dazn
Do not stop discussing the data on the spectators of Serie A provided by Dazn . Agcom, the Communications Authority, has started a verification procedure on the audience ratings of the first two Serie A matches communicated by Dazn and next Wednesday it will talk about it to the Transport and Tlc Commission of the Chamber of Deputies.
Dazn data under the Agcom lens
According to the pay TV, there were 4.3 million viewers for the first and 4.7 million for the second . Agcom's doubts concern the veracity of these data. To reassure the market and investors, Dazn has relied on the Nielsen company for data certification. The same, however, are not measured by Nielsen as a third party but are only reworked starting from those provided by Dazn.
Agcom: "Constant attention to quality"
On August 25th Agcom, after the inefficiencies experienced by Dazn users during the first day of the championship, had made it known with a press release that the issues of the quality of the service offered to subscribers, the increase in information and the protection of individual consumers, and the equal opportunity of all operators to be able to distribute the streaming of matches at the same quality and speed conditions.
The discrepancy of the data of Dazn
According to what reported by Repubblica, the data would change considerably depending on the method you choose to measure them . The newspaper reports that the Nielsen system measures 58% more audience on a single event in the average minute. Specifically for Dazn Juve-Empoli was seen in front of the TV by 728 thousand people. For Auditel from 448 thousand. A not insignificant discrepancy. In addition to the 728 thousand, Dazn adds another 355 thousand views between mobile phones and PCs . 50% compared to the audience in front of the TV: a huge figure, if we consider that generically the listenings via the web for a game add between 8 and 10% to the TV ratings on the same event.
The four points of the Agcom investigation
On Monday 13 September AGCOM will open an investigation to verify Dazn's data. According to Il Sole 24 Ore there are four points of interest of the Authority : the discrepancy of the audience data with respect to those provided by Auditel, the lack of a third-party certifier instead of data produced in-house and then validated by Nielsen, the need for know more about the metrics used to count the people who use the web channel and the fact that the data is not public but available to professional operators only using a paid platform.
Data worth 74 million euros
According to the Melandri Law and the subsequent Lotti decree , 8% of the revenues from television rights are redistributed among the teams on the basis of certified television audience figures. An 8% that is worth the beauty of 74 million euros to be redistributed among the 20 Serie A teams. A question that motivates even more the attention of Agcom on Dazn.
Agcom in Parliament
Next Wednesday AGCOM will report to the Chamber's Transport and Tlc Commission, precisely on the Dazn issue. The president of the Guarantor, Giacomo Lasorella , is officially summoned to talk about the technical problems that occurred in Dazn in the first two days, but the listening issue cannot remain out of the parliamentary discussion . Also because we need to give answers to advertising investors who have asked for precise criteria.
This is a machine translation from Italian language of a post published on Start Magazine at the URL https://www.startmag.it/economia/perche-lagcom-indaghera-sui-dati-di-dazn/ on Sun, 12 Sep 2021 14:30:52 +0000.