Mediapulse starts measurement of replay ads
Mediapulse is expanding the scope of the TV research for which it is responsible and, since the beginning of July 2023, has also been recording the reach of replay ads.
The measurement of these decoupled TV ads takes place within the existing TV measurement system and is based on the established survey standards of TV research. With this methodological innovation, Mediapulse is creating an important prerequisite for the assessment, comparability and acceptance of the new TV advertising formats.
The development of the Replay Ad Measurement was carried out in close cooperation between Mediapulse and the TV stations and marketers involved, and was based on two central objectives:
- The representative recording of all replay ad contacts and their aggregation to the established campaign parameters of net reach, contact frequency and contact duration.
- The ability to combine replay ad measurement and measurement of traditional TV ad units on a net level with the goal of convergent campaign reporting across old and new forms of advertising.
The measurement of replay ads is based on the hybrid measurement system (Hi-Res TV), with which Mediapulse has been providing the official usage data for the Swiss TV market since summer 2022.
Two additional exhibition levels integrated
In order to be able to record the Replay Ad contacts within this measuring system, two additional measuring levels were integrated:
- Measurement of replay ad contacts within the TV measurement panel operated by Kantar based on watermarking technology.
- Counting of Replay Ad contacts within the virtual SettopBox panel operated by Mediapulse based on the delivery data of the Replay Ad Platform (RAP).
With this integrated approach, it has been possible to measure the moving image advertising formats Start Ads and Fast Forward Ads since the beginning of July 2023. For the complete recording of the so-called Pause Ad, on the other hand, methodological further development is still required, which is why the performance values of this static advertising form will only be available at a later date. The replay ad data already collected will be supplied by Mediapulse to the AGFS planning and reporting tool (EvoAd), where it can be analyzed individually or in combination with data from conventional TV campaigns.
More detailed information on data access can be requested from the AGFS. More detailed information on the methodological design of the Replay Ad measurement can be found in the Methodological profile.
