OTHER AACI NOTES

Why is linear TV not dead

• Live Events

Not only live sports or news 

Also large light entertainment programs with attached live voting procedures and long-running reality TV programs 

• Targeted advertising 

targeting audiences down to the household and even individual level is powerful draw for advertisers 

• technology 

return path is crucial for targeted advertising to work with the digital slide 

• Innovation 

 new ways to engage with their audiences and using the broadcast reach to add reach into the digital world as well, new ways to engage viewers by integrating interactive features, using its wide broadcast reach to support digital platforms, and experimenting with formats that blend traditional and online experiences.

Example: Viewers can use mobile apps to participate in live polls during TV shows.

• Expertise 

Linear TV companies are experts and have large infrastructures and in-house skillsets capable of mounting even the most demanding broadcasts 

• Trust 

cultural fabric of many countries and often feature large news gathering operations.  

• not the first choice for entertainment programming 

major events they still occupy a premier place in many viewers’ mind 

• The Hybrid approach 

If you can’t beat them, join them 

• Linear TV is combining traditional broadcasting with on-demand streaming services (VOD, SVOD) to stay relevant. This allows them to offer live broadcasts alongside the flexibility of streaming content anytime, similar to Netflix or Disney+.

• Example: A TV network offering live sports events on TV but also streaming them on their app.

Audience Measurement Systems: how do they work

• Diary 

  • History 

    • One of the 1st method of recording information 

  • System used

    • Face to face interviews, phone calls. 

  • Problems

    • But i comes with some issues like forgetfulness, mistakes, and subjectivity 

• Electronic : audimeter, people meters
  
  they both provide detailed audience insights, including viewership habits and demographics.

  • Audimeter: Measures only channel activity, no individual data, lacks demographic insights.

  • People Meter: Tracks both channel activity and who is watching.

• Software

  • Fragmentation 

    • difficulties in reporting actual viewer numbers for an audiovisual product 

  • System used 

    • GTAM (Global Television Audience Metering) 

• New Media 

  • System used 

    • through telephone and internet survey 

    • These methods help capture data beyond traditional TV, extending to digital platforms.

• Cross media

  • measure online video consumption and distribution across all video advertising and content

  • Location 

    • Not restrained to be “home-watched”
      

New media audience measurement captures the full scope of audience behavior in a digital, cross-platform environment, addressing limitations of traditional audience measurement systems.

What is a panel?

• group of people that we choose to represent a larger universe of people 

• miniature population that mimic the behavior of the larger overall population

• they can accurately understand the behavior of a larger population without actually engaging with each and every person in the larger group 

What is representation? 

refers to the accuracy and reliability of data collected from a sample audience to reflect the behavior, preferences, and characteristics of the broader population. It ensures that the insights gained from the data are valid for the entire market being studied.

• however it is challenging to capture every viewer’s habits, especially with on-demand and multi-platform consumption.

Universe

• Set of people under study, representing the population of one specific country.

• set of individuals (normally) age 4 years and over, residing in homes in the country. 

Total Television or TTV

• number of individuals who are watching television in a given period of time 

• Sum of the audience of all channels (national, regional, local, digital)

RATING or Average audience in percentage 

• rating is the only indicator capable of providing the true magnitude of the audience achieved. 

• Number of individuals who, on average, watch a television station during a given period of time (a slot, a broadcast …)

• Percentage of the reference universe (total individuals, households, men or women) and consequently, it is directly conditioned by the tme of the broadcast of the space 

MILES or Average audience in absolute values 

average of audiences is expressed in thousands of viewers (NOT A PERCENTAGE)

SHARE OF AUDIENCE (SOA):

% that represents the average audience of a network, in a defined audience period, in relation to the total number of viewers (TTV) who are watching tv in that period 

Reach or Cummulative/ Accumulated Audience (Cume) 

• Total number of individual who have contacted a broadcast or network for at least one minute 

• thousands or %

• only first contact 

• number cannot exceed the universe

Average Audience (AA rating) 

• Focuses on the average audience at any given time during a single broadcast or time period.

• How many people (on average) are watching a show at any given minute of its airing.

• Often presented as a percentage of the target audience (e.g., "10% of households watched the program").

Accumulated Average Audience (AAA rating)

• measures the total combined average audience from multiple broadcasts or platforms.

• The "extra A" stands for Accumulated → it adds up the average audiences across multiple airings or platforms over time.

• thousands 

• time spent by the viewer before the broadcast + accumulated average = average of the contacts 

• *suma del average de cada dia

  • Eg: A show airs at 8:00 AM, 3:00 PM, and 9:00 PM, and each time it has its own average audience. AAA aggregates these

Programming: key steps to create a successful programming plan:

• Legality:

  • Ensure all programs comply with legal requirements (e.g., licensing, age restrictions).

• Targeting:

  • Identify the audience for the content (e.g., children, adults, specific demographics).

• Forecasting:

  • Predict trends and audience behavior to decide which programs will work best.

• Grid and Adjustment:

  • Arrange the most convenient schedule for the audience and make adjustments for competing content on other channels.

• Competition:

  • Monitor what competitors are offering and adapt programming to stay competitive.

• Combination of Materials:

  • Mix different types of content (e.g., news, entertainment, sports) to attract diverse audiences.

• Autopromotion:

  • Use self-promotional spaces (e.g., commercials for upcoming shows) to attract viewers to other programs on the same channel.

• Commercial:

  • Assess the revenue potential of programs through advertisements, partnerships, or sponsorships.

• Results - Evaluate:

  • Analyze the performance of programs based on viewership and audience engagement, and adjust future programming accordingly.

Competition Junctures

critical periods in television programming marked by intense rivalry between networks to capture audience attention.
Understanding these junctures involves analyzing strategies, audience behavior, and the dynamics of programming decisions

Competition Junctures: audience Retention tactics

Focus: Keeping audiences tuned in or leveraging existing viewership.

• The Drag Effect: A successful program helps maintain a large audience, increasing enthusiasm and security for subsequent programming.

• The Bandwagon Effect: Popular programs attract additional viewers who join in because of the program’s perceived success.

• The Prelude Effect: Preceding programs inherit audiences waiting for the main event or show, increasing daily viewership.

Competition Junctures: Audience Fragmentation Tactics

Focus: Dividing or targeting specific audience segments.

• Separate Beds: Two networks broadcast drastically different content (often gender-targeted), dividing the audience by preferences or demographics.

• The Pincer Effect: Channels strategically divide audiences by:

  • Direct Confrontation: Offering similar content to compete directly.

  • Complementarity: Offering complementary content to retain a different audience segment.

  • Alternative Role: Providing niche content for underserved groups.

Competition Junctures: Competitive Confrontation Tactics

• Total War: Intense, unpredictable programming competition where major shows or movies are launched without logical scheduling, often outside of prime time.

• The Lasso Effect: Multiple networks offer similar content types, leading to direct competition and zapping behavior during breaks.

Competition Junctures: Failure Management Tactics

Focus: Avoiding or mitigating risks of failure.

• The Domino Effect: A program’s failure impacts the surrounding programming blocks, amplifying negative outcomes.

• Leader by Accident: Non-aggression strategies during conflicts allow lower-profile programs to unexpectedly become top-rated.

Competition Junctures: Opportunity-Seizing Tactics

Focus: Exploiting moments of confusion or rival weaknesses.

• Period of Maximum Confusion: Channels use creative strategies, such as launching new content, to exploit moments when no clear leader exists.

• Stunning Offensive Moves: Launching high-impact programs during vulnerable periods to disrupt rivals.

5 Reasons data driven insights skyrocket OTT brands

• Stay ahead of your competition 

• Boost your customer experience and engagement rates 

• Give developers, sales, and marketing teams actionable data to work with 

• Increase your ROI: Get more value or profit from the money you spend

• Spend your budget wisely and attract advertisers to invest in your platform.

What is ROI

Return on Investment: shows how much money you earn (or lose) for every dollar you invest.

North metric + examples

Metric that helps align teams toward a shared goal by focusing on what provides the most value to both users and the business.

Examples:

• Number of new subscribers.

• Percentage of customers retained annually.

• Revenue per active user.

Input metric + examples

Specific, actionable data points that influence the North Star Metric. They are easier to improve and track daily or weekly.

Help monitor progress toward achieving the North Star Metric by focusing on key behaviors or inputs that drive outcomes.

Examples:

• Time users spend viewing content.

• Frequency of app logins in a week.

• Number of items added to a user’s queue.

How North Star Metrics and Input Metrics Work Together'?

• Example: Netflix

  • North Star Metric: Measure customer retention by tracking the percentage of new users who add at least three titles to their queue during the first session.

  • Input Metrics:

    • Number of users who open the app within the first 24 hours.

    • Average number of titles browsed in a session.

    • Completion rate of the onboarding process (e.g., users adding 3+ titles).

By improving Input Metrics, businesses make incremental progress toward achieving their North Star Metric, ultimately driving growth, customer satisfaction, and ROI.

OTT: (MAU)

Monthly Active User: The total number of unique users who opened your app or interacted with your OTT service in the past month.

OTT (CAC):

Customer Acquisition Cost: The total cost of acquiring a new customer, calculated by dividing sales and marketing expenses by the number of customers acquired.

OTT: ARPU

Average Revenue Per User: the average amount of revenue generated per customer, calculated by dividing total revenue by the total number of users.

OTT: (CLV):

Customer Lifetime Value The total revenue a customer is expected to generate over their relationship with your service, guiding investment in acquisition and retention.

OTT: CR

Conversion Rate: The percentage of users who take a desired action, calculated by dividing the number of conversions by the total number of visitors.

OTT: Abandon Rate

The percentage of users who start but do not complete a task, such as signing up for a free trial or playing a movie.

OTT: Churn Rate

The percentage of customers who cancel or stop using your service during a given period, calculated by dividing the number of customers lost by the total customers at the start of the period.

OTT: Engagement

A measure of how users interact with your app or website, such as the number of app opens or videos watched per session.

OTT: Inactive Users

Users who were previously active on your platform but are no longer engaging

OTT: Google Analytics and Data Studio:

A free Google tool that consolidates and analyzes data from multiple sources to provide actionable insights.

OTT: Subscription Billing Data:

Data related to pricing, customer acquisition, churn, and customer lifetime value, essential for growing revenue in subscription-based OTT services.

OTT: Ad Server Data

Metrics used by AVOD platforms to monitor ad performance, including ad failures, buffering issues, encoding quality, and potential ad fraud.

Leveraging data meaning

 strategic use of data to gain insights, make informed decisions, and create value.

Why might OTT content publishers not be leveraging viewership data?

• Complex Data Interpretation:

  • Understanding viewer behavior goes beyond counting views; it involves analyzing engagement patterns, retention rates, and other nuanced metrics, which require advanced tools and expertise.

• Content-Centric Approach:

  • Publishers may prioritize building diverse content libraries to appeal to broad audiences rather than focusing on data-driven personalization.

• Privacy Concerns:

  • Stricter regulations like GDPR necessitate caution in handling user data, forcing platforms to balance personalization efforts with compliance.

• Resource Allocation:

  • Smaller platforms often lack the budget or infrastructure to analyze data extensively, preferring to invest in acquiring or producing content.

• Strategic Focus:

  • Some publishers focus on niche markets or creative content strategies, where deep data analysis might not align with their goals or significantly impact their performance.

Special TikTok: Methodology, Insights, Creative Strategies

TikTok’s methodology combines

• psychology

• platform mechanics

• consumer insights

  to cater to universal human desires, creating a unique platform dynamic that enhances engagement and sets new standards for advertising strategies.