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Media Gauge TV

A TV audience measurement service that covers about 900,000 smart TVs and 650,000 video recorders across Japan

Viewing log data is collected from 900,000 smart TVs and 650,000 video recorders across Japan each month. This data can be used for area marketing in each prefecture as well as the planning and buying of TV commercials.

Media Gauge logo

Characteristics of Media Gauge TV

Media Gauge TV makes it possible to analyze television exposure rates by prefecture and by municipality

It makes it possible to perform analyses at the prefectural level and municipality level, which had been difficult to do with conventional panel surveys given their sample sizes.

* Based on the collected data, the total televisions throughout Japan are estimated to be the population

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You can analyze the television exposure rate every 15 seconds

By comparing this with the meta information* of TV programs and commercials, you will be able to understand details such as the exposure to each commercial and the inflows/outflows for each broadcast scene.

* Separate meta information is necessary. INTAGE can provide this information.

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You can also perform analyses on time-shifted viewing

Analyses of time-shifted viewing can also be performed based on the viewing logs collected from recorders throughout Japan.
This allows you to analyze things like trends with real-time viewing and time-shifted viewing by genre and by program.

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Data can be linked with BI tools to perform analyses.

You can utilize this by easily linking data with BI tools, CRM tools, and other tools used by your company via INTAGE connect.
Performing analyses by interlinking commercial placement data, sales data, and more makes it possible to reflect this in policies in a timelier manner.

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Image of using Media Gauge TV

For advertisers

Background / challenges
  • An advertising company is proposing a continuing contract for a primetime drama time slot for the time of year when the programming lineup changes in April.

  • But the company does not have a good understanding of data on other programs or on multiple channels, so Mr. X, who is the Director of its Advertising Department, was wavering over what to do about the continuing contract for the time slot.

Using Media Gauge TV
  • The company introduced Media Gauge TV and performed an analysis on time-shifted viewing.

  • Doing so revealed that dramas are frequently viewed via time-shifted viewing and thus have a high playback rate. As a result, it was discovered that said programs have a particularly low commercial skip rate and were more effective at reaching their target than initially assumed.

Results
  • Since he was able to confirm that the commercials were reaching their target, Mr. X was convinced and decided to renew the contract.

  • Moreover, he discovered that aside from this, informational program time slots would allow them to place commercials relatively cheaply while still effectively reaching their target, and so the company decided to move forward with examining a new contract.

For television stations

Background / challenges
  • Prefecture B is an area in which individual viewing rates have not been surveyed.
  • Director Y of the Programming Department at local TV station A, which produces its own unique programs, is considering programming that is more suited to the characteristics of the prefectural residents, but has been racked with doubt over programming that emulates that of key stations.

Using Media Gauge TV
  • Station A introduced Media Gauge TV and analyzed the local area.
  • As a result, the station discovered that compared to the nation as a whole, cheerful, lively variety programs with little in the way of educational elements are frequently viewed in its region, with this tendency particularly strong between F2 and F3, which are the main viewers.

  • It also discovered that its own programs were viewed more frequently than online programs compared with other local areas.

Results
  • Director Y of the Programming Department set forth a policy of further increasing variety programs produced by the station and airing them to run in local time slots right around primetime. Through this, the station successfully obtained high viewing rates.

  • Boosting the value of its media made it easier for the station to sell advertising slots.

Overview of Media Gauge TV’s measurement methods and viewing log data

Under partnerships with multiple manufacturers, we collect remote control data from smart TVs and video recorders, and then provide viewing log data as shown below.

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What is a Smart TV?

Definition of a Smart TV

Smart TVs are conventional TVs with internet functionality. In addition to TV broadcasts such as terrestrial broadcasting and BS/CS satellite broadcasting, users can enjoy on their home TVs video content that has been viewed on PCs and smartphones, such as internet on-demand broadcasts and online videos. In addition, their functionality can be extended by adding applications and they can work with other equipment via home network connections.

Please see below for information about the proliferation of “Smart TVs” whose viewing logs are measured with Media Gauge TV as well as the difference between viewing logs and ratings.

Internet connection rate of Smart TVs

According to the IXT Smart TV Population Survey in March 2018, about one in seven are connected to the internet.

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Smart TVs in the future

Of newly purchased TVs, about one in three are connected to the internet, and the number of Smart TVs is growing steadily every year. The ownership rate of Smart TVs is expected to approach the ownership rate of ordinary TVs in the future.

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Internet connection rate of newly purchased TVs


Source: Fiscal 2018 "IXT Smart TV Population Survey" results

Smart TV viewing log data and respondent survey

With Smart TVs, it’s possible to collect viewing logs from the equipment. Smart TV viewing log data is a type of “big data.” The following is a comparison with respondent surveys such as ratings, which shows how much a TV program was viewed.

Smart TV viewing log data

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  • All Smart TV log data that can be collected
  • Sample size is overwhelmingly large
  • It’s possible to look at detailed data for areas and data on lesser-viewed channels such as BS/CS
  • Data is biased in favor of Smart TV users
  • Individual audience ratings are not available

Respondent survey

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  • Sample survey based on random sampling
  • Sample size is limited by cost considerations
  • Survey area/channels are limited
  • Used as data for advertising transactions
  • Individual audience ratings are available

We propose the sort of marketing research that can deal with your company's challenges.

Please feel free to contact us. The relevant team member will get in touch with you.

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