#get-tagging-done: Mediapulse wants to be able to measure Swiss use of online TV
With its new measurement system, Mediapulse can collect detailed data on Swiss use of online TV. So far, however, only SRG's online offerings have been tagged with the necessary code snippet. At the IGEM event, Mediapulse therefore called on TV stations to "tag" their online offerings as soon as possible - and presented the first results.
At the event of the electronic media interest group IGEM, Mirko Marr and Isabelle Waser from Mediapulse presented the upcoming online TV measurement. With the new measurement approach, Mediapulse is expanding the subject of TV research. For the first time, the use of TV programs will also be recorded via the online vector, regardless of end device, operating system, place of use or time of use and broadcast.
Online TV usage is measured with the more than 4,500 people and their approximately 9,000 devices in the existing TV panel (single source). This means that the online TV usage data is integrated directly into the existing TV currency without any intermediate statistical steps. In order for this to work, TV broadcasters need to add a code snippet to their online offering, known as "tagging." Mirko Marr, head of research at Mediapulse, called on TV stations to "#get-tagging-done".
For now, only the SRG and Telebasel offerings have been coded in this way. Mediapulse is therefore granting the other broadcasters an extension of the deadline until the end of April 2020. All broadcasters that are then encoded can be shown in the online TV data from July 2020. The webTV platforms Teleboy and Wilmaa, Zattoo will also follow in 2020 and will broaden the usage data even further.
First results on online TV usage
Isabelle Waser, the project manager at Mediapulse, presented the first and currently still preliminary usage data for SRG's already coded online offerings. Slightly more men than women use online TV, but women watch longer. There are also differences between the language regions: the reach of online TV is greater in French-speaking Switzerland than in German-speaking Switzerland. Strikingly, just under a third of online TV use takes place outside the home.
In the final Q&A session with the 100 or so participants, the question was also about when the use of online TV will be available to the advertising market. Mediapulse showed itself willing to provide the AGFS Arbeitsgemeinschaft Fernsehwerbung Schweiz with the new data for the TV planning tool at the desired time.
