Learn more about CESP's International missions on multiscreen measurement and digital advertising
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CESP - International news

EDITO
New missions, new territories

New missions
In 2015, CESP widened the scope of its missions in two directions: multiscreen measurement and digital advertising. Today, as consumers view contents across many devices (TV screens, smartphones, tablets, PCs), one of the main challenges in TV audience measurement is multi-screen measurement. Media owners need to monetize the new platforms they invest in to deliver their contents. As for media agencies and advertisers, their objective is to optimize media spend between TV commercials and videos on the web for the best ROI.
Another challenge comes with digital advertising, both in terms of ad monitoring and viewability. CESP conducted missions on all these topics last year for the benefits of the industry in different markets.

New territories
2015 was also a turning point in CESP history with the first missions conducted in Asia, in Thailand and Pakistan. CESP has worked abroad for 20 years and been involved in 20 markets to date, mostly to support TV measurement but also Internet panels or the radio industry, like in Morocco. This newsletter is the first one dedicated to our international partners.

We hope you find it informative and would welcome your feedback!
Happy reading!

Valérie Morrisson & Olivier Daufresne

Morrisson Daufresne
 
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FRANCE FRANCE
Increasing digital focus
As spend in digital increases year on year, CESP is naturally involved in more and more digital projects. In this issue, CESP reports on two recent projects.
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ASIA ASIA
Supporting new TV audience measurement tenders
After supporting European, Middle East and African countries, CESP advised Joint industry Committees in Asia for the first time in 2015. CESP supported the new TV audience measurement JIC in Thailand and a joint industry initiative driven by the advertisers in Pakistan.
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SAUDI ARABIA SAUDI ARABIA
Saudi TV audience measurement panel continues its deployment
As SMMC and GfK are actively working on the deployment of the Saudi panel, CESP is preparing the audit and conducting households visits in KSA.

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UNITED ARAB EMIRATES UNITED ARAB EMIRATES
Continuous support for the improvement of the tview measurement system
tview is the TV audience measurement system operated by Kantar Media in the United Arab Emirates. CESP is starting the third audit of the system, including a coincidental survey.

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EGYPT EGYPT
Supporting the Egyptian media industry by auditing the TV audience measurement surveys
Since 2014, CESP has supported the Egyptian media industry by auditing the TV audience measurement surveys. Indeed, after an audit of IPSOS TV audience measurement in 2014, CESP conducted two audits of TNS TV audience measurement in 2015.
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LEBANON LEBANON
A comparative audit of two competing TAM systems
In Lebanon, two TV audience measurement systems have been competing since 2012. The industry commissioned CESP and RRA to carry out a comparative TV audience measurement audit between GfK and Ipsos.

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POLAND POLAND
Full audit of the TV audience measurement system
Poland confirmed the alignment of the Nielsen TV audience measurement system with international guidelines and investigates potential multi-screen solutions in the coming years.
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MOROCCO MOROCCO
Supporting the radio industry
After supporting the TV industry for many years, CESP started an intensive collaboration with the CIRAD representing the radio media owners.

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  FRANCE
Increasing digital focus
 


As spend in digital increases year on year, CESP is naturally involved in more and more digital projects
. In 2014-15, CESP conducted a consulting mission for Kantar Media advertising monitoring tool in France. MMS, Multi Source Measurement, replaces a previous system based on sales houses declarations of their revenue. It combines different sources to cover the breadth and depth of digital advertising. CESP analysed the different steps of the research protocol and provided recommendations to strengthen the current tool accuracy and stability.

France

In 2015, SRI (syndicate of internet sales houses) and UDECAM (association of media agencies) commissioned CESP a review of 8 different viewability measurement solutions : 6 third-party tools (Adloox, Adledge, comScore, Integral Ad Science, Meetrics, MOAT) and two tools natively implemented in platforms (appnexus, Google). The mission was based on three workstreams: the analysis of international and vendors’ documentations, a survey among agencies and sales houses and workshops with the 8 vendors. The outputs of the mission include an analysis grid of the 8 solutions and 5 key recommendations for the industry notably related to tag implementation, common metrics and invalid traffic.

Download the conclusions and recommendations:
www.cesp.org/upload/phantom_fichiers241.pdf

Quel périmètre pour cette analyse ?
Les huit solutions les plus utilisées par les régies et les agences médias :
  • Adledge
  • Adloox
  • Alenty/Appnexus
  • comScore
  • Google
  • Integral AdScience
  • Meetrics
  • Moat

 
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  ASIA
Supporting new TV audience measurement tenders
 

In Thailand, the main challenge of the tender was to select an innovative and reliable approach to enable the Thai media industry to enter the selective club of countries including multi-screen in the TV audience measurement system. Through a panel of 3,000 households the panel will deliver the measurement of programs and videos on all consumer devices: TV sets, smartphones, tablets and computers.

Asia

Covering the TV program and video consumption on multiple devices is definitively one of the main challenges of the measurement industry in the coming years. In Thailand, the challenge consisted in evaluating the different proposals: a classic panel approach versus new hybrid solutions i.e. combination of a single source panel with all devices of the household under measurement and a complementary modelling approach. Kantar Media was chosen by the industry in December 2015 for the deployment of an innovative TV audience measurement solution. Kantar Media will set up the TV and video measurement system in 2016 and then run the measure during 5 years. CESP will support the deployment through a 2 years continuous audit for the media industry.

Wannee Ruttanaphon
Let’s share the view of Wannee Ruttanaphon, president of the JIC and chairman of IPG Thailand:

After 1 year, I am very proud that our media industry achieved the selection of the most advanced solution for multiscreen measurement. For me, the main benefit of CESP support on the project is the experience and expertise they are bringing to our new JIC based on their academic knowledge and international experiences of multiscreen measurement. On top of their huge experience in media measurement, the CESP consultants are fully supportive and tough negotiators. They do not compromise for less whether it is technical, timeline or penalty during the final contract negotiation; but also advise on fairness for the research companies.”

divider

In Pakistan, CESP is starting a consulting mission for the local advertiser association (PAS) aiming to support a TV audience measurement tender in the coming months. One of the specificities of this market is the direct involvement of the advertisers in the funding of the TAM system.

Pakistan

From a methodological point of view, the main objective is to extend the panel size and potentially to cover the rural population. After supporting the writing of the tender documentation, CESP attended the pitch presentations of the research companies to support PAS for the technical and methodological evaluation of offers in February.

Qamar Abbas
Qamar Abbas
from PAS shares the main objectives of this project:
Media ratings have always been a contentious business. Pakistan in this respect is no different with huge challenges. In an effort to crack it right in a transparent and fair manner, engaging CESP for the project has been quite critical to our current TAM pitch process. Their technical advice and guidance to conduct the pitch professionally and fairly and their knowledge gained from operating in various markets have contributed significantly to our process. In addition, their involvement in the project is also a mark of credibility that will help align all the industry stakeholders on a single rating currency.

 
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  SAUDI ARABIA
Saudi TV audience measurement panel continues its deployment
 

Even if some rumors exist in the Middle East region on the feasibility to deploy an accurate electronic TV audience measurement system in the Arabic peninsula, Saudi Media Measurement Company and GfK worked actively on this deployment by finalizing the 27,000 interviews for the Establishment Survey. This survey precisely calibrates the populations who have a TV set in their households and their specific TV equipment. This major survey was fully audited by CESP in 2015.

Saudi Arabia

It is currently used to recruit the panellists and to weigh the first results. The recruitment and complete training of the households is on track and the first public results are expected in the coming months.

 
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  UNITED ARAB EMIRATES
Continuous support for the improvement of the tview measurement system
 

After the second CESP audit shared with the media industry in December 2014, Kantar Media set up a detailed action plan to conduct a new CATI Establishment Survey fully aligned with international standards.

United Arab Emirates

CESP confirmed the alignment of the research design and fieldwork of this milestone of the UAE TV audience measurement system. In parallel, Kantar Media continued the deployment of its action plan to improve the compliance of the panellists.
The institute conducted qualitative research as well as additional trainings of household members and replaced the households in which all the members were not fully active in the TV viewing declarations. With the support of Reach, CESP has just started the third evaluation of the panellist compliance through a coincidental survey.

 
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  EGYPT
Supporting the Egyptian media industry by auditing the TV audience measurement surveys
 

TNS TV audience measurement was launched in March 2015 with 300 daily interviews split 2/3 on urban population and 1/3 on rural population. Upon the request of the Egyptian media industry, CESP audited the TV audience measurement service twice in 2015: in March for the first wave of results, and in October 2015.

Egypt



This mission allowed CESP to audit the launch and the deployment of the TNS alternative TV audience measurement on both methodological and fieldwork management aspects. Indeed, in addition to the full audit of the implemented methodology, CESP back checked 900 interviews per audit in order to evaluate the CATI fieldwork quality.
More precisely, CESP assisted the Egyptian media industry on two main issues. First, CESP Scientific Committee supported the implementation of an accurate weighting procedure adjusted to the survey sample size and the use of data on both urban and rural levels. Then, upon the request of the media industry, CESP conducted a deeper analysis focused on the possible influence of TNS adopted protocol on the overall audience results over time.

In 2016, CESP will support the Egyptian media industry regarding the final decisions to be made further to CESP audits, aiming to guarantee the reliability of the results delivered to the Egyptian market.

 
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  LEBANON
A comparative audit of two competing TAM systems
 

The main objective of this mission was to help the industry to choose a preferred supplier. The historical system is sold by Ipsos MediaCT – MENA and managed by a local joint venture between Ipsos and Nielsen. The second research company which entered the market in 2012 is GfK. As TV audience ratings are a single currency used by all media players in most countries, the Lebanese media industry decided to define a preferred supplier. Both TV audience measurement system methods and deployments are satisfactory while Ipsos got a higher score than GfK.

Lebanon

The audit was conducted between June and December 2015 and presented to the industry on 22nd December 2015. It was a comprehensive audit procedure covering all steps of the service, from sample design to panel management and data processing. 47 KPIs, defined at the beginning of the audit process with the media industry and regrouped into 11 chapters, were scored on a 9 point scale (from very poor to very good) in order to rank the two TV audience measurement operators.

The two companies, GfK and Ipsos in association with Nielsen, are both recognized internationally as leading media measurement companies. The methods used by both operators and their application are satisfactory. At the end of the audit evaluation, Ipsos got a higher number of points than GfK (342 versus 326).

  KPI
1 Establishment survey methodology 6.6 7.6
2 Best research practice 8.5 7.5
3 Estimation of universe 7.5 7.5
4 Panellist household recruitment procedures 7.5 6.8
5 Panel balance 3.0 7.0
6 Weighting process 7.0 6.3
7 Peoplemeter technology 8.0 7.7
8 Panellist compliance 7.5 8.3
9 Panel maintenance and daily management 8.5 8.5
10 Data cleaning 7.3 8.0
11 Data processing 8.0 8.7
  Total points on 45 KPIs 326 342
  Average score of the 11 KPIs 7.2 7.6

Auditors's signatures


George Jabbour, President of the Advertising Association of Lebanon, stressed on the fact that the media audit conducted by CESP and Robert Ruud Analysetjenester "is a new milestone to the TV industry in Lebanon. It makes Lebanon once again a pioneer in the MENA region. Now, new media standards have been set and we are looking on building on that in the future by having a continuous media audit."

 
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  POLAND
Full audit of the TV audience measurement system
 

Along its international development, CESP has developed an extensive partnership with several countries in Eastern Europe. Indeed, since the beginning of its international missions, CESP audited the TV audience measurement systems of different countries in the region, including Bulgaria, Ukraine, and lately Serbia in 2014. In 2015 and following regular exchanges in the past years, CESP reinforced its presence in Poland by auditing the TV audience system managed by Nielsen.

Poland

In 2015, a major media owner in Poland, asked CESP to audit the TV audience system managed by Nielsen Audience Measurement Poland. In addition to a full audit of the methodology and fieldwork management, CESP visited 50 panellist households in order to assess the quality of the panel management and peoplemeter installation in real life. According to the media owner needs, CESP also conducted a specific focus on the potential impact of the panel structure on audience fluctuations, through in-depth statistical analysis.

In parallel, CESP supported a potential extension of the TV audience measurement to other devices (PC, tablet and smartphone) used to receive TV programs and videos. CESP collected all European live multiscreen projects in order to share a white paper on the perspectives of multiscreen measurement. In the coming years, the integration of new devices in all TV audience measurement tenders will be one of the main challenges for operators.

 
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  MOROCCO
Supporting the radio industry
 

Ipsos have been conducting the radio measurement for the media industry since 2012. CIRAD decided to commission CESP a full audit of the survey: research design, fieldwork, representativeness of the sample and reporting.
Based on the CESP continuous monitoring of different fieldworks, the consultants delivered actionable recommendations to improve the fieldwork deployment. For CESP, the evaluation of the research protocol in real life through the fieldwork and the representativeness of the actual sample is definitively as crucial as the audit of the theoretical research design of a research protocol.

Morocco

 
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