Not only do you listen to TV, this is how Auditel will change
Total Audience, Univocal code of the video spots and Unrecognized Listening are the three pillars of the new Auditel which will no longer intercept the tastes of viewers only from TV data but from all devices. Here are the economic and advertising effects of the changes
Auditel is renewed to keep up with the times. The data on the audience of Italians in fact no longer pass only from TV but from many devices that we use daily and that far exceed television screens in quantity.
Yesterday, the president of Auditel, Andrea Imperiali, spoke about it in the Senate, presenting not only the annual report but also the news.
Here's what changes.
THE TRANSFORMATION OF AUDITEL
Auditel, born in Milan in 1984 to collect and publish data on Italian television viewing, began surveying two years later and has been the yardstick for measuring the success or failure of television broadcasts ever since.
Now, however, it is no longer enough to know the data coming only from TV and to create content capable of capturing the viewer's attention, it is necessary to investigate all the tools available to them.
THE DEVICES
As Imperiali pointed out in his speech, about 75 million new connected screens are added to the 45 million televisions in Italian homes. PCs, tablets, smartphones and gaming consoles that offer films, programs and, in general, audiovisual content live or on demand.
These are packages that can often be shared by multiple devices at the same time both in group and individual mode, from a fixed or mobile location.
THE NEWS
A panorama "so articulated and so complex of devices and user behaviors requires the cross-use of different detection systems", noted the president of Auditel, who added that this evolution will return to the market "transparent, objective and supervised measurements in full compliance with applicable laws and data protection regulations ".
In order to get to know the spectator of today and tomorrow, Imperiali announced three new features: Total Audience, the unique code of the video spots and the reorganization of unrecognized listening.
THE TOTAL AUDIENCE
Total Audience (Ta), explained Imperiali, is “a measurement through innovative technologies and methodologies of all the contents or fragments of content enjoyed through all platforms and all devices, at home or on the move, live and on demand”.
In fact, more and more subscriptions subscribed by spectators. According to data from the latest Ott executive video services Observatory of EY, published by Sole 24 Ore , "as of January 31 in Italy there were 14.5 million subscriptions to paid video on demand (VOD) platforms" which, compared to a year earlier, that meant “3.2 million more subscriptions; 1.4 million more users and 800 thousand more paying subscribers ".
THE UNIQUE CODE OF THE VIDEO SPOTS
Knowing the user is also essential for advertising which has also undergone a fast and complex transformation. More and more personalized and modeled on each viewer, it will be even more "intelligent" thanks to the unique code of video spots (Cusv), launched by Auditel to track every single video spot used on any platform or device.
In this way, advertising investors can know the number of views of a commercial and the combination with editorial content.
"It is the only case in the world of tracking every single advertising spot, online and offline, directly integrated into the audience measurement", specified Imperiali.
LISTENING NOT RECOGNIZED
Finally, among the novelties, the president of Auditel also announced the reorganization of the “Unrecognized listening”, that is, the collection of data through innovative tools of all those so far unidentified or unclassified and therefore not measured audiences. For example, the use of screens for gaming but also the ratings generated by the use of radio channels or even browsing dedicated to consulting the various on-demand catalogs.
COMPETE WITH GIANTS
Unrecognized listening will also be fundamental for positioning on the international scene because, underlined Imperiali, it is streaming TV "the global stage of the ongoing challenge between the US giants (among which Apple should not be forgotten), giants that move everyone to conquer Europe and Asia and, in order to acquire significant shares of subscribers, they adopt increasingly competitive pricing policies ".
As the president of Auditel recalled, “in the world ranking of media by turnover, 9 of the top 13 companies are from the United States; 3 are Chinese; 1 is Japanese. You have to go down to 19th place to find the first European audiovisual group, Bertelsmann ”which, however, writes Il Sole 24 Ore,“ with its 17.3 billion is ten times smaller than the leaders Alphabet ”.
This is a machine translation from Italian language of a post published on Start Magazine at the URL https://www.startmag.it/economia-on-demand/non-solo-ascolti-tv-ecco-come-cambiera-lauditel/ on Tue, 12 Apr 2022 08:42:03 +0000.