Television audience measurement applying on advertising activity in vietnam

Cohort: 2016 – 2018 TITLE: TELEVISION AUDIENCE MEASUREMENT & APPLYING ON ADVERTISING ACTIVITY IN VIETNAM Student’s name: Nguyen Van Hung Advisor’s name: Nguyen Thi Hong Hanh, PH.D Hanoi, May 2018 Acknowledgements “It is not possible to prepare a project report without the assistance & encouragement of other people This one is certainly no exception.” On the very outset of this report, I would like to extend my sincere & heartfelt obligation towards all the personages who have helped me in this endeavor Without their active guidance, help, cooperation & encouragement, I would not have made headway in the project I am ineffably indebted to my advisor Ms Nguyen Thi Hong Hanh, Ph.D for conscientious guidance and encouragement to accomplish this assignment I express my warm thanks to Mr Le Manh Tien - Client Services Manager for his support and guidance at The AMI co, Ltd company I also acknowledge with a deep sense of reverence, my gratitude towards my parents and member of my family, who has always supported me morally as well as economically At last but not least gratitude goes to all of my friends who directly or indirectly helped me to complete this project report Any omission in this brief acknowledgement does not mean lack of gratitude Thanking You Nguyen Van Hung Contents PART 1: BACKGROUND PART 2: OVEVIEW OF TELEVISION AUDIENCE MEASUREMENT 2.1 Definition of TV Rating 2.2 The development of TV Rating measurement 2.3 TV Rating and shareholders 2.3.1 TV Rating and broadcasters 2.3.2 TV Rating and producers 2.3.3 TV Rating and media agencies 2.3.4 TV Rating and Advertisers 10 2.4 TV Rating measurement in Vietnam 14 PART 3: METHODOLOGY 16 3.1 TV Rating measurement process 16 3.2 Technology in TV Rating measurement 18 3.2.1 People-meter 18 3.2.2 Unitam 19 3.2.3 Pollux 20 3.2.4 Ibis 20 3.2.5 TV Events 21 3.2.6 Arianna 22 3.3 Establishment survey 23 3.3.1 Research objective 23 4.3.2 Sample design 24 3.3.3 Data collection 24 3.3.4 Establishment Survey Result 2017 26 3.4 Designing Panel 29 3.4.1 Panel size 29 3.4.2 Panel structure 30 3.4.3 Panel management 32 3.6 Data collection from Panel 33 3.7 Data processing 34 3.7.1 Data synthesis and matching 34 3.7.2 Data cleaning 35 3.7.3 Weighting 36 3.8 Reporting of TV Rating measurement 37 3.8.1 DAILY GRID 37 3.8.2 PROGRAMMES 38 3.8.3 DAY-PART 38 3.8.4 TELEGRAPH 39 3.8.5 SERIES & COMPETITION 40 3.8.6 REACH & FREQUENCY 40 3.8.7 CHANNEL MIGRATION 41 3.8.8 TV ITEMS 42 3.8.9 TELE-GRID 42 3.8.10 DUPLICATION & EXCLUSIVITY 43 3.8.11 LOYALTY 44 3.8.12 POST BUY 44 3.8.13 ADEX (ADVERTISING EXPENDITURE) 45 3.8.14 SIMULATION 46 3.8.15 DYNAMIC FLIGHT 47 3.8.16 MULTI-CAMPAIGN 48 3.8.17 ACTIVITY PATTERN 49 PART 4: TELEVISION AUDIENCE MEASUREMENT RESULTS 49 4.1 Audience characteristics 49 4.1.1 Gender 49 4.1.2 Age 50 4.1.3 Education level 50 4.1.4 Occupancy 51 4.1.5 Social economics classification 51 4.2 TV viewing behavior 52 4.2.1 Total viewing time 52 4.2.2 TV Rating by channels 53 4.2.3 TV Rating by genres 54 4.2.4 TV Rating by programs 55 4.3 TV Advertising 56 4.3.1 TV Advertising by sectors 56 4.3.2 TV Advertising by companies 56 4.3.3 TV Advertising by brands 57 PART 5: TV RATING AND TV ADVERTISING 57 5.1 Media analysis 58 5.2 TV advertising tracking & evaluation for Milo brand 60 PART 6: CONCLUSION 62 REFERENCE 64 APPENDIX 65 TABLES Table 3.0.1 TAM Panel size in countries 29 Table 3.0.2 VietnamTam's Panel structure by control variables 30 Table 3.0.3 VietnamTam's Panel structure by districts in Hanoi 31 Table 3.0.4 VietnamTam's Panel structure by districts in Hochiminh 31 Table 3.0.5 VietnamTam's Panel structure by districts in Danang 32 Table 3.0.6 VietnamTam's Panel structure by districts in Cantho 32 Table 4.0.1 TV Advertising by sectors in Vietnam (Dec 2017) 56 Table 4.0.2 TV Advertising by companies in Vietnam (Dec 2017) 56 Table 4.0.3 TV Advertising by brands in Vietnam (Dec 2017) 57 Table 5.0.1 Performance summary and comparing between campaigns 62 FIGURES Figure 2.0.1 Advertising revenue in of TV channels in 2017 Figure 2.0.2 Big Media Agencies in the World 10 Figure 3.0.1 Daily Grid sample report 37 Figure 3.0.2 Programmes sample report 38 Figure 3.0.3 Daypart sample report 39 Figure 3.0.4 TeleGraph sample report 39 Figure 3.0.5 Series & Competition sample report 40 Figure 3.0.6 Reach & Frequency sample report 41 Figure 3.0.7 Channel Migration sample report 41 Figure 3.0.8 TV Items sample report 42 Figure 3.0.9 Tele-Grid sample report 43 Figure 3.0.10 Duplication & Exclusivity sample report 43 Figure 3.0.11 Loyalty sample report 44 Figure 3.0.12 Post Buy sample report 45 Figure 3.0.13 Post Buy sample report 45 Figure 3.0.14 Adex sample report 46 Figure 3.0.15 Simulation sample report 47 Figure 3.0.16 Dynamic Flight sample report 48 Figure 3.0.17 Multi-campaign sample report 48 Figure 3.0.18 Activity Pattern sample report 49 Figure 4.0.1 TV Audience profile by gender 49 Figure 4.0.2 TV Audience profile by Age 50 Figure 4.0.3 TV Audience profile by Education level 50 Figure 4.0.4 TV Audience profile by working status 51 Figure 4.0.5 TV Audience profile by Social Economics Classification 52 Figure 4.0.6 Average viewing time per person per day (minutes) 52 Figure 4.0.7 Top 20 Channel in Hanoi (Dec 2017) 53 Figure 4.0.8 Top 20 channel in HCMC (Dec 2017) 53 Figure 4.0.9 TV Rating by genres in Hanoi (Dec 2017) 54 Figure 4.0.10 TV Rating by genres in HCMC (Dec 2017) 54 Figure 4.0.11 Top 20 Programs in Hanoi (Dec 2017) 55 Figure 4.0.12 Top 20 Programs in HCMC (Dec 2017) 55 Figure 5.0.1 TV Rating of top 10 channels in Hanoi (Dec 2017) 58 Figure 5.0.2 TV Rating by time-frame of channels in Hanoi (Dec 2017) 59 Figure 5.0.3 Average cost per advertising spot (Million Dong) 59 Figure 5.0.4 Scheduled advertiserments by day 60 Figure 5.0.5 Scheduled advertiserments by channels 60 Figure 5.0.6 Advertising performance by channels 61 Figure 5.0.7 Cost per TV rating point by channels (Mil Dong) 61 PART 1: BACKGROUND Television Audience Measurement is a specialist arena that is globally practiced by mature and evolving Broadcast & Advertising industries The implementation of Television Audience Measurement Research is carried out by professional Audience Research organizations Over the years, the Audience Research function has worked in tandem to help the Broadcast Media & Advertising industry to grow, through the insights about Audience behavior in watching Television In most countries in the world, television has become the mainstream media to convey key information, social, cultural, commercial and entertainment to the people The TV station, the ad server and ad media companies always want to have the details about the TV audience accurately and consistently TV audience measurement is a branch of research on media covering the quantitative research as well as on the television audience TV audience measurement helps answer critical questions about the TV audience that the TV station as well as the production of content, advertising as well as advertising media companies want to learn as follows: - Who are they (Who) What they watch (What) When they watch (When) Where are they (Where) How many people watch (How many) The results of measurement of television audiences provides indispensable information for TV stations, producing content/content provider: - Investment for very expensive television content, so need to calculate return on investment (ROI) based on studies of the audience Capture the needs, tastes of television viewers will help investment oriented effects TV program aired should be monitored daily attendance to help put out the correct and timely decision Commercial broadcast programs is very important, sometimes it is the main source of revenue of the television stations, so the pricing mechanism required the appropriate ads Information about the primary audience is the basis for the price of commercial broadcast and sponsor programs Measurement results of television audience offers indispensable information for the advertisers, media agencies: - They pretty much investment in advertising planning and buying of television waves, so the base is required to analyze and evaluate investment activities Analysis after the broadcast (Post-buy analysis) Need to have consistent data, reliable to decide to allocate budget for advertising In summary, the results of measurement of television audiences will be one of the media industries development dynamics and economic development TV rating help connect subjects in the advertising industry together: - Support the decision for all entities in the industry through a consistent data source Help increase efficiency, revenue and profits for all subjects Stimulate consumer demand and social-economic development in General In Vietnam, Television Audience Measurement was first introduced in 1995 by Kantar Media and provides services for most of the broadcasters, media agencies as well as advertisers Kantar Media conducts audience measurement in the six main cities of Vietnam includes Hanoi, Ho Chi Minh, Da Nang, Can Tho and Haiphong In 2016, VIETNAMTAM became the second organization carried out the television audience measurement with the cooperation between the Ministry of Information and Communication, AMI and AC Nielsen 1.1 Objectives of the research Television Audience Measurement is a popular field of study in the world but quite new for the Vietnam The objective of the research is introduce a new and effective approach to the study of television audience to help advertiser/media agency/broadcaster understand the audience characteristics, habits, tastes… from which they can build and develop the effective and optimal communications strategies Besides, the research also directed to evaluate the real situation of Television Audience Measurement in Vietnam, the solutions and the level that meets the needs of the television audience data for advertiser/media agency/broadcaster… The reseach also clarify the final results of a Television Audience Measurement systems bring for shareholders: - Audience characteristics: gender, age, education, occupation, income - Contents of watching: TV channels, programs, content category, advertisements… - Time of watching: measurement results will be analyzed in detail by the time of broadcast specific or General under minutes/hours/days/months - Research results are also evaluated in each different area which are key target markets that media organizations aimed to - With Panel research method, measurement results provide the accurate estimates of the number of audience at each moment of any TV content in any channel 1.2 Research methodology Panel research method is applied in this thesis Panel is a sample of audience who represent for all audience in a specific area The needed information will not be collected by survey but automatically collected by a kind of equipment which called “People meter” The detail of methodology will be described in Part of the thesis Research object: Television audience in Hanoi, Ho Chi Minh, Da Nang, Can Tho, Mekong Delta Panel size: Total panelist participated in the research project is 8,000 individuals breaking by different markets/areas: Market Hanoi Ho Chi Minh Da Nang Can Tho Mekong Delta Sample size 1,400 1,800 1,200 1,200 2,400 (Individual) Panelist selection: Households are selected based on criteria: the number of TV sets, household size, TV platform, Social economics classification, weight of viewing, geography Data collection: Instead of survey, needed information will be automatically collect by a high technical equipment call “People meter” The collected information include: TV on/off status, TV channel signal, people who watch, timing Those information is enough to answer research questions 1.3 Roles and contribution of student in the project - - - - Market research: Design the draft of the research projects (define research objects, objectives, sample size, methodology, prepare data collection processing, define tasks and timeline, training interviewers, prepare questionnaire and related documents ), data analysis and reporting System development & management: Collaborating with partners (Nielsen Global) to build up TV audience measurement system in Vietnam, taking part of systems management team (designing database structure, configurations, systems updating, system repairing ) Data science: data collecting, data management, data mining, modelling, statistics analysis and reporting Media analysis: Analyze TV audience profile, audience behavior, measure audience (Rating) and the effectiveness of communication channels on audience attraction, analyze the competition between TV channels, track and analyze advertising campaigns base on KPIs, consult to clients to optimize advertising campaigns Tracking and analyze TV advertising expenditure, prepare daily/weekly/monthly reports for publishing or client's needs Client services: meeting and presenting to clients about the project/products/benefits setup software and training clients to use the products, clear up client's queries, support clients on using data, analysis and audience insight PART 2: OVEVIEW OF TELEVISION AUDIENCE MEASUREMENT 2.1 Definition of TV Rating - Television is integral to modern living Since its advent, television has been recognized as a source of entertainment, relaxation, education and information Technological advances have enabled the availability of multiple channels, providing viewers with greater choice in terms of viewing options and the ease of switching between channels - TV Audience Measurement is a means of quantitatively assessing what is being viewed TV Audience Measurement is essential since a significant source of funds for broadcasting is advertising and program sponsorship The popularity of a channel or a program as assessed by TV Audience Measurement assists advertisers and advertising agencies in selecting the appropriate medium, the channel, and the time to reach a target audience TV Audience Measurement provides broadcasters a feedback on how their channel is rated by the viewing audience: this impacts resource allocation by the broadcasters A major impetus for audience measurement is advertising TV Audience Measurement directly impacts the channel-wise direction of advertising expenditures Such flows are guided by TV Audience Measurement and the cost of reaching various audience segments, advertisement placements and program schedules - TV Rating: TV rating is the proportion of viewers, averaged across some time period (a commercial spot or break, a ¼ hour or a program) and percentage on the total number of individual panel members in the relevant group [e.g ‘all adults’ or ‘females’] Ratings are calculated by summing the products of numbers of viewers and relevant times spent viewing (within the period concerned) and dividing by the product of the total number of potential viewers and the duration of the period concerned TV rating is thus, in effect, a time-weighted average of audience size, indicated by an index which varies between and 100 (the ‘TV rating’) The above explanation is summed up in the following formula, which is used to calculate a rating (Source: Arianna computer – Nielsen) 𝑇𝑉 𝑅𝑎𝑡𝑖𝑛𝑔% = • • • • • /12 𝑊𝑒𝑖𝑔ℎ𝑡/ ∗ 𝑉𝑖𝑒𝑤𝑖𝑛𝑔/ ∗ 100% 𝑉𝑖𝑒𝑤𝑖𝑛𝑔_67897:; ∗ 𝑈𝑛𝑖𝑣𝑒𝑟𝑠𝑒 i = individuals belonging to target of reference individuals belonging to target of reference Weighti = weighting coefficient of individual i Viewingi = TV viewing time of individual i ViewingDaypart = Duration of day-part or program Universe = Total audience population of reference target - Reach: The cumulative percentage or total (usually expressed in thousands) of a population that has been counted as viewers at least once during a specified interval Examples of commonly used reach measures are TV channel daily/ weekly/ monthly reach, advertising campaign reach program reach/ program series reach, day-part reach and so on Commonly used synonyms are Cumulative and Cover - Frequency: The average number of seeing an advertisement by audience - Share: Percentage of total TV viewing across a specified time interval of a given channel or program - GRP: Gross Rating Point, a unit of audience volume, which is based on the percentage of the target audience population that has viewed a transmission across a unit interval (based on the second by second audience) E.g a GRP of 10 implies an audience size that is equal to 10% of the audience being measured Meanwhile the total GRP delivery of a schedule of advertising spots is equal to the sum of commercial GRP/ ratings across all of the spots contained in the schedule GRP totals or averages may be estimated for a wide range of different time periods, programs or commercial selections For the purposes of calculating GRP’s and making comparisons, commercial GRPs for each advertising spot are typically adjusted to a standard 30 second spot interval 4.3 TV Advertising 4.3.1 TV Advertising by sectors Table 4.0.1 TV Advertising by sectors in Vietnam (Dec 2017) Ha noi Market Ho Chi Minh No Of Spots Duration (second) Cost (Bil dong) GRP Reach% GRP Reach% MILK-BASED PRODUCTS 41,511 711,062 647 14,309 90 14,707 91 BEVERAGES 40,578 844,177 636 13,928 91 12,862 91 PERSONAL CARE 42,249 817,166 630 12,974 89 13,689 90 FOODS 28,433 558,099 507 13,859 91 13,083 91 HOME CARE 25,240 599,101 446 7,733 87 8,503 89 HEALTH CARE 36,527 1,487,109 403 16,107 91 13,962 92 TELECOMMUNICATION 15,612 527,735 161 4,644 89 5,313 88 IT & OFFICE PRODUCTS 9,386 162,738 124 3,464 87 4,260 87 INFORMATION MEDIA 10,815 384,863 117 1,842 85 1,649 84 CULTURAL & SPORT & LEISURE 6,488 236,880 113 1,139 69 667 57 HOME APPLIANCES 6,136 623,782 87 3,118 86 2,339 84 BABY PRODUCTS 3,701 65,319 66 1,536 80 1,667 79 AGRI-FORESTRY-FISHERY 6,981 197,963 66 1,590 84 2,691 78 DISTRIBUTION 2,662 81,910 55 1,218 80 1,083 75 BUILDING & CONSTRUCTION 4,852 82,569 49 4,520 85 2,182 80 FINANCE & INSURANCE 2,583 42,064 33 692 67 783 72 HOME ENTERTAINMENT 1,779 69,809 31 517 73 545 69 AUTOMOTIVE 1,809 33,421 29 1,929 82 1,141 76 TRAVEL & TOURISM & RESTAURANTS 1,607 56,988 21 1,048 74 342 57 HOME FURNISHINGS & DÉCOR 1,234 39,450 19 1,501 82 633 71 COSMETICS & BEAUTY 1,514 65,955 64 20 149 37 Sector \Variables REAL ESTATE 786 24,515 809 72 257 38 CLOTHING & ACCESSORIES 947 132,425 75 15 26 OTHERS 867 16,828 114 39 84 30 EDUCATION & TRAINING 162 7,033 19 12 12 Source: Arianna - VietnamTAM 4.3.2 TV Advertising by companies Table 4.0.2 TV Advertising by companies in Vietnam (Dec 2017) Ha noi Market Ho Chi Minh No Of Spots Duration (second) UNILEVER VIỆT NAM 39,407 628,193 Cost (Bil dong) 628 VINAMILK 27,455 492,056 436 10,228 89 9,841 89 P&G VIỆT NAM 15,239 283,486 266 5,257 85 5,856 85 NESTLÉ VIỆT NAM 6,536 203,341 152 2,384 86 2,858 86 SAMSUNG ELECTRONICS VIỆT NAM 7,412 118,221 139 3,505 84 4,165 85 SUNTORY PEPSICO VIỆT NAM 6,426 127,465 126 2,275 78 1,929 77 Corporation \Variables GRP Reach % GRP Reach% 11,021 87 10,866 89 56 NUMBER (TÂN HIỆP PHÁT) 11,097 147,934 110 3,103 82 2,568 80 DIANA UNICHARM MASAN (MASAN CONSUMER) 5,585 95,031 101 2,163 78 2,387 82 4,667 127,921 98 2,139 86 2,243 85 FRIESLANDCAMPINA VIỆT NAM CÔNG TY CP VIỆT TINH ANH (MYKINGDOM) 7,120 99,050 92 2,065 75 2,115 77 3,815 115,869 77 736 17 383 19 TRUYỀN HÌNH CÁP VIỆT NAM 27,460 3,402,437 76 1,788 63 1,605 59 ABBOTT NUTRITION VIỆT NAM 4,925 83,408 72 1,182 75 1,637 79 ACECOOK VIỆT NAM 4,906 79,354 72 1,821 84 2,029 82 COCA-COLA VIỆT NAM 4,611 84,570 66 1,525 80 1,587 78 RED BULL VIỆT NAM 3,808 57,670 59 1,373 82 1,887 82 KIMBERLY-CLARK VIETNAM 3,050 53,052 58 1,298 78 1,404 77 AJINOMOTO VIỆT NAM 2,506 55,728 54 1,234 74 900 70 NUTIFOOD 3,239 47,769 48 747 68 1,301 78 DƯỢC PHẨM KIM HÒA 4,928 300,273 46 67 11 787 53 Source: Arianna - VietnamTAM 4.3.3 TV Advertising by brands Table 4.0.3 TV Advertising by brands in Vietnam (Dec 2017) Ha noi Market Brand \Variables No Of Spots Duration Cost GRP Reach% Ho Chi Minh GRP Reach% MILO 3,916 154,885 117 1,812 84 1,856 84 SAMSUNG 5,948 98,952 116 2,813 82 3,360 84 OMO 6,380 95,751 104 2,092 81 2,105 81 DOWNY 3,933 110,377 99 1,297 76 1,501 77 DOVE 4,302 64,537 68 1,253 71 1,168 70 P/S 4,131 61,963 61 1,012 74 1,085 73 VINAMILK 100% SỮA TƯƠI 3,535 78,766 61 1,219 82 1,338 80 VTVCAB 5,218 176,200 58 379 52 273 44 CARYN 2,988 55,932 58 1,208 74 1,238 76 VINAMILK 3,614 59,350 58 1,046 79 1,583 82 ARIEL 3,138 59,442 55 1,372 77 1,186 73 VINAMILK - SỮA CHUA NHA ĐAM 2,916 68,189 53 778 76 962 76 COMFORT 2,620 56,270 52 656 68 685 69 SUNLIGHT 3,159 47,471 50 791 71 667 62 SUSU 2,658 39,864 44 1,633 82 913 74 DUTCH LADY 3,326 49,915 43 822 67 883 69 NGÔI SAO PHƯƠNG NAM 2,362 53,212 42 572 73 853 76 OPTIMUM GOLD 2,646 51,560 42 1,066 81 910 76 ĐIỆN MÁY XANH 1,670 49,419 42 718 61 565 55 CHIN-SU 1,915 54,876 41 739 80 1,038 77 Source: Arianna - VietnamTAM PART 5: TV RATING AND TV ADVERTISING In this section, the TV rating will be applied in the planning and implementation of an advertising campaign on television • Company: Nestle’ Vietnam 57 • • • • • Brand: MILO Product: Milo – Nutrition drinks Category: NUTRITION & ENERGY DRINKS Campaign: MILO – Enduring energy every day for child rise up further (MILO – Năng lượng bền bỉ ngày cho trẻ vươn xa) Target: Hanoi, Females, 15-50 years old, SEC ABC 5.1 Media analysis 1.40 1.20 12,000 1.27 1.15 10,000 1.00 8,000 0.80 6,000 0.60 0.40 0.20 4,000 0.28 0.24 0.18 0.18 0.16 0.14 0.14 0.12 0.11 0.09 0.08 0.08 0.07 0.07 0.06 0.06 0.06 0.06 0.00 2,000 TVR 000s Figure 5.0.1 TV Rating of top 10 channels in Hanoi (Dec 2017) 58 06:00 06:45 07:30 08:15 09:00 09:45 10:30 11:15 12:00 12:45 13:30 14:15 15:00 15:45 16:30 17:15 18:00 18:45 19:30 20:15 21:00 21:45 22:30 23:15 24:00 24:45 25:30 Million dong 02:00 02:45 03:30 04:15 05:00 05:45 06:30 07:15 08:00 08:45 09:30 10:15 11:00 11:45 12:30 13:15 14:00 14:45 15:30 16:15 17:00 17:45 18:30 19:15 20:00 20:45 21:30 22:15 23:00 23:45 24:30 25:15 6.97 VTV3 Cartoon Network VTV2 30 25 24 VTV1 VTVcab20 - Vfamily Fox Movies 50 45 7.29 VTC7 - TodayTV ANTV VTVcab5 - Echannel SCTV16 Figure 5.0.2 TV Rating by time-frame of channels in Hanoi (Dec 2017) 42 40 35 26 20 15 10 Ave.Cost per Spot Figure 5.0.3 Average cost per advertising spot (Million Dong) 59 2,000 52 67 38 41 35 Duration (s) 19 235 12,000 131 68 12/31/2017 12/30/2017 1,350 1,305 945 1,095 1,080 24 24 24 12/29/2017 12/28/2017 31 5,595 41 12/27/2017 1,080 1,215 1,125 27 12/26/2017 12/25/2017 12/24/2017 25 3,750 78 1,395 24 4,950 14,000 12/23/2017 1,170 1,095 32 12,930 1,440 1,185 26 26 12/22/2017 12/21/2017 12/20/2017 12/19/2017 3,610 3,440 28 4,080 Duration (s) 1,110 1,260 500 12/18/2017 12/17/2017 12/16/2017 3,390 3,000 1,995 8,000 7,440 26 3,420 2,540 2,600 2,720 2,630 52 12/15/2017 2,540 2,420 3,500 12/14/2017 12/13/2017 2,785 2,620 36 36 12/12/2017 12/10/2017 12/9/2017 12/8/2017 12/7/2017 12/6/2017 41 41 2,310 6,000 2,280 47 12/5/2017 40 39 3,630 4,000 36 2,730 1,000 1,730 2,000 12/4/2017 1,500 2,380 2,500 2,765 11/12/2017 5.2 TV advertising tracking & evaluation for Milo brand Schedule tracking: 4,000 70 55 56 50 60 50 39 38 29 30 40 21 30 20 10 No of spot Figure 5.0.4 Scheduled advertiserments by day 250 10,000 200 104 150 100 50 No of spot Figure 5.0.5 Scheduled advertiserments by channels 60 Post Evaluation 14,000 250 12,985 12,000 11,070 200 10,423 10,000 150 8,000 6,000 100 4,000 2,000 1,787 2,335 2,188 3,286 2,820 2,830 50 1,553 539 618 305 - Cost (Mil Dong) GRP % Figure 5.0.6 Advertising performance by channels 311 293 276 169 119 106 102 45 20 32 58 29 45 Figure 5.0.7 Cost per TV rating point by channels (Mil Dong) 61 Table 5.0.1 Performance summary and compare between campaigns Variables Campaign\ Cost (Bil Dong) GRP % 000s Reach% Cost / Cost / Ave Freq GRP (Mil 000s (Mil Dong) Dong) ́ C TĂNG LỰ C ĐÍCH THỰ C - 15S REDBULL HÚC TUNG THÁCH THƯ CÔNG VIÊC̣ 34 1,134 9,113 77 15 30 ̃ LUÔN SĂN SÀNG TRÀN NĂNG LƯƠ ̣NG - 15S/CHẠY BÔ ̣ 18 729 5,846 74 10 25 ̉ ́ C MẠNH TỈNH TÁO TƯ ́ C THÌ CHINH PHỤC THƯ TĂNG THÊM SƯ THÁCH - 15S - CHÀNG TRAI ÁO CAM 10 661 5,312 73 15 ̀ THIÊN NHIÊN - 15S - TĂ ̣NG CHAI TH TRUE HERBAL HOÀN TOÀN TƯ KHI MUA CHAI 12 561 4,535 67 21 ́ ́ T PHÁ - 15S - ĐƯỜNG ĐUA BÂ ̣T NĂNG LƯƠ ̣NG SÔNG BƯ 15 500 4,048 47 11 30 ̉ ̀ ́ C BÙ KHOÁNG BÊN BỈ ĐẾN CÙNG - 15S - PHÒNG TÂ ̣P THÊ BÙ NƯƠ THAO 476 3,820 66 16 ́ C TĂNG LỰ C C ̣N TRÀO SẢNG KHỐI, BÂ ̣T TUNG NUMBER NƯƠ ̉ NĂNG LƯƠ ̣NG - 15S - BÓNG RÔ 455 3,659 71 15 ̀ MILO - NĂNG LƯƠ ̣NG BÊN BỈ CHO TRẺ VƯƠN XA - 45S 19 300 2,431 61 63 ̀ THIÊN NHIÊN - 15S TH TRUE HERBAL HOÀN TOÀN TƯ 10 382 3,056 63 25 ̀ MILO - NĂNG LƯƠ ̣NG BÊN BỈ CHO TRẺ VƯƠN XA - 60S 34 385 3,105 66 87 11 ́ ́ A POKEMON KHÁM PHÁ BÍ MÂ ̣T BÂT NGƠ ̀ - 15S SĂN BÓNG CHƯ 14 331 2,658 43 42 PHA MILO NGON NHƯ Ý TIẾP NĂNG LƯƠ ̣NG CẢ NGÀY - 30S 16 351 2,805 58 45 ̃ OVALTINE SĂN SÀNG CHO THÀNH CÔNG CỦA CON - 15S - OVALTINE! ĐĨN CHÀO BÌNH MINH! 224 1,794 44 35 PHA MILO NGON NHƯ Ý TIẾP NĂNG LƯƠ ̣NG CẢ NGÀY - 30S - CƠNG ́ ́ C NG NĨNG THƯ 210 1,702 52 29 ̃ LUÔN SĂN SÀNG TRÀN NĂNG LƯƠ ̣NG - 30S/CHẠY BÔ ̣ 10 200 1,610 44 50 ̀ THIÊN NHIÊN - 30S TH TRUE HERBAL HOÀN TOÀN TƯ 184 1,480 41 14 ̉ ́ BÙNG NÔ NĂNG LƯƠ ̣NG CHIÊN BINH - 15S 181 1,458 26 36 ́ ̀ ̉ I - 30S - GIỌNG MIÊN NAM ́ C, SÔNG HƯ ́ NG KHƠ BÙ NƯƠ 10 129 1,048 12 11 77 ̉ ̉ I SAU ̀ ĐƠ ̀ UÊ OA HƯƠNG VỊ ĐẬM MẠNH TUYÊṬ CHIÊU ĐẬP TAN LƠ ̀ TRƯA - 30S GIƠ 120 956 42 49 VỊ TẾT NESTLÉ VỊ KHAI XUÂN HẠNH PHÚC - 30S 57 459 25 67 PHA MILO NGON NHƯ Ý TIẾP NĂNG LƯƠ ̣NG CẢ NGÀY - 30S/MILO GÓI ́ I 22G MƠ 55 445 15 55 PART 6: CONCLUSION Television Audience Measurement in Vietnam is a total solution of TV audience research to help the media activity becomes effective and optimized in terms of resources Thanks to measurement results of TV Rating, the research question is to explain and clarify exactly • • Who they are: TV rating was analyzed according to different audience groups such as gender, age, education, occupation, socio-economic classification This helps for researchers understand the characteristics, behaviors and habits of targeted viewer groups for different goals What they watch: With the technology of television audience measurement by Peoplemeter to collect automatically any channel signal as well as recognizing channel by Audiomatching method Information about channels, programming and advertising is collected accurately and in detail to every minute Therefore, researcher base on TV rating to evaluate performance of the broadcast channels, programs, advertisements and study the trends on television content categories are preferred of each viewer groups 62 • • • When they watch: The Television Audience measurement results cannot be more accurately thanks to collecting automatically and consecutively of TV viewing diary by People-meter Time reference is set on each People-meter so that researcher can analyze TV rating according to different time-frames as well as the aggregate results for each day, each week, each month Moreover, TV rating can also be analyzed in every minute so research does not miss the important information such as the audience shifted between channels, the effectiveness of the ads which have short duration… Where they are: Learning the differences of television viewing habits in the region as well as identify market strategies to reach the audience is addressed through the TV rating As mentioned, the TV audience measurement is implemented on the basis of each local market, so that research results easily provide overview and detail for each area or market through the TV rating index How many people: TV rating is the result and it is also the most accurate measurement to answer this question Although the accuracy of the estimating to the ratio of viewers depends quite a lot on the panel size, however researcher cannot expect a result absolutely 100% correct With the panel size on each market has been maintained minimum 1,000 people, TV Rating results reach 95% confidence level and maximum sample error of 3% 63 REFERENCES Kịkonderzoek Dutch Television Audience Measurement Methodological Description (2015) - GfK, The Nielsen Company and TNS NIPO Handbook on Radio and Television Audience Research (1993) – Graham Mytton Rating Analysis_the theory & practice of Audience research (2005) – Jams G Webster, Patricia F Phalen, Lawrence W Lichty Global-Guidelines-on-Out-of-Home-Audience-Measurement – ESOMA Audience Metrics Guidelines (2008) – Jim Spaeth, Steve Singer, Maryana Hordeychuk Arianna Computer – Nielsen TAMS Definition of Terms – South African Advertising Research Foundation Measuring Media Audience - Elirea Bornman The Accuracy of Television network Rating (2005) – Denny Meyer, Rob J Hyndman 10 Practices Statistics (2012) – Ngo Van Thu 11 White book Vietnam Information Technology & Communication 2017 - Ministry of Information and Communications of Vietnam 12 Website: http://vietnamtam.vn/ 64 APPENDIX I Social Economics Classification definition and calculation (SEC) Calculation: The highest income – the main income of household Application Date: January 3rd 2017 Social Economic Classification (SEC) VIETNAM-TAM applies the Social Economic Classification (SEC) method of the European Society for Opinion and Marketing Research (ESOMAR) According to this method, SEC of a household can be classified into one of eight groups (A, B, C1, C2, D, E1, E2, E3) SEC of a household can be calculated according to the Main Income Earner (MIE) with cases: (1) If the MIE is working, SEC is calculated based on the education level combined to the type of occupation of that person (2) If the MIE isn’t working, SEC is calculated based on education level and amount of assets owned by that person 1.1 If the MIE is working, SEC is calculated based on the education level combined to the type of career of that person EDU\Occupation N1 N2 N3 N4 N5 N6 N7 Upper University A A B B C2 C2 D University A B C1 C1 C2 C2 D High School B C1 C2 D D D E1 Secondary School C2 C2 D D E1 E2 E3 Primary School D D E1 E1 E2 E3 E3 MIE who is working is applied this calculation There are levels of education: Upper University, University, High School, Secondary School and Primary School Classification of occupation: 65 MEI’s occupation is classified into groups: from group to group (Detail of occupation classification will be shown in following part of this document) The combination of education and occupation groups is presented in the below table: 1.2 If the MIE isn’t working, SEC is calculated based on education level and amount of assets owned by that person • MIE is applied this calculation is person who is not working but has income from other resources (such as subsidies, inheritances, pensions ) • There are levels of education: Upper University, University, High school, Secondary school, Primary school • The amount of assets are owned by MIE: We count the amount of assets (assets will be listed in 2.3 of this document) owned by MIE and classified into below groups: • o MIE owns assets/equipment o MIE owns assets/equipment o MIE owns assets/equipment o MIE owns assets/equipment o MIE owns asset/equipment o MIE owns none asset/equipment The combination of education and occupation groups is presented in the below table: EDU\assets 5+ Upper University A A B C1 C1 D University A B B C2 C2 D High School B C1 C1 E1 E1 E2 Secondary School C1 C2 C2 E1 E2 E3 Primary School D D D E2 E3 E3 Variables for classifying social economic 66 2.1 Variable for classifying education level • Upper University • University • College • High School • Secondary school • Primary school/ pre-primary school 2.2 Variable for classifying occupation Field of application: Establishment survey in Hanoi and Ho Chi Minh, in 2016 Type of occupation: • Group 1: o Leader of all levels (not include police, army) o Paid senior executive (Board of directors, managers…) o Owner of Companies/factories/farms (has more than 10 workers) • Group o Intermediate and lower level management (management, department) o Owner of Companies/factories/farms (has less than 10 workers) • Group o Policeman/ soldier (regardless of rank) o Professional workers (specialists, doctors, teachers, etc ) o Qualified staff (engineers, technical staff…) • Group o Investor (securities, real estate ) o Store, business/ services owner 67 • Group o Unskilled staff (worker, journalist, etc ) o Not highly qualified staff (worker, guard ) • Group o Freelancer (hawkers, drivers, builders ) • Group o Agriculture/ forestry/ fishery worker o Work for the family 2.3 Variables for classifying MIE’s assets There are 10 types of MIE’s assets that will be included in SEC calculation, as: • Television • Smart phone • Digital camera • Digital Video camera • Tablet • Laptop • PC • Motorbike • Car • Game Machine II VIETNAMTAM’s measured channels 68 69 70 ... analysis and audience insight PART 2: OVEVIEW OF TELEVISION AUDIENCE MEASUREMENT 2.1 Definition of TV Rating - Television is integral to modern living Since its advent, television has been recognized... Toyota, Panasonic - In addition, the Interpublic is also a big advertising group in the world involved in the advertising field in Vietnam Interpublic is the Group of American advertising ages approximately... results of measurement of television audiences provides indispensable information for TV stations, producing content/content provider: - Investment for very expensive television content, so need