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 programmes will also be recorded via the online vector, regardless of the end device, operating system, place of use or time of use and broadcast.
The measurement of online TV usage is carried out 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 broadcasters to "#get-tagging-done".
For until now, only the SRG and Telebasel offerings have been encoded 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 provisional usage data for the 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. It is striking that just under a third of online TV use takes place outside the home.
In the concluding question and answer 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 Swiss Television Advertising Working Group with the new data for the TV planning tool at the desired time.