Betreft SKO WEB TV Datum

Transcription

1 SKO WEB TV

2 Betreft SKO WEB TV Datum

3 SKO WEB TV METHODOLOGICAL DESCRIPTION Amstelveen, 2 May 2013 This document is written by SKO office in collaboration with comscore and Intomart GfK. Author's copyright. Any unauthorized use of the document subsequent to its publication in an electronic or other medium Any distribution or publication of said document to others who obtain copies of it from by any means without written authorization by SKO shall constitute an infringement of the Author's copyright.

4 Index Introduction Which streams? Measuring streams Measuring playing behaviour Broadcasting data Matching streams and broadcasting data Matching Matching application WEB-TV analysis tool Checks Reporting Scope SKO Result types Availability Next steps:... 17

5 Introduction Stichting KijkOnderzoek (SKO) sets great store by offering an independent view on developments and relations within the streaming TV-content market. Therefore, SKO has ordered comscore (former Nedstat BV) to map viewing behaviour in online television programmes. The project's goal is to measure online TV-content viewing (of both complete programmes and fragments) of all channels participating with SKO. Previously unaired TV-related content also lies within the project's scope. This measurement will help formulate an answer to the following questions: How many times is a given stream of a given TV program viewed through the Internet? What is the average viewing time? Which streams are most often viewed in their entirety? Which type of online stream is most popular? How does the feature length of the streram? compared to the length of the program itself? Since September 2008, SKO publishes daily reports of SKO WEB-TV on the website These reports concern streams requested by online viewers of previously aired programs, including the complete programmes (catch up). The daily report, handled by Intomart GfK, consists of daily charts of the number of streams starts per title. On October , the reports were expanded with monthly charts of the prior month's most popular streams (measured up until six days after the original airing). Since January 2012 the reports were expanded with tables on streams' playing time. Per broadcasted programme, SKO reports on the number of stream starts,the average playing time and the average number of active streams. Since February 2013 SKO WEB- TV rapports also included the data of programme segments, for programmes that have been previously broadcasterd. SKO publishes all viewing data of streams, measured up until six days after original TV airing. These results, therefore, concur with the research method SKO presently uses for reporting on time shifted viewing via the television set. SKO's WEB TV results are not included in the 'KijkTotaal' (Total Viewing) of audience measurement (ratings), but do offer a more complete picture of programs' popularity and Dutch audience behaviour. As yet, we do not filter on streams requested from the Netherlands. A the moment, the SKO WEB-TV Report onhttp:// shows the number of times and for how long a certain TV program has been requested online. Until Februry 1 st 2013, the report only concerned complete TV shows that have previously been aired on TV. As of yet, we measure streams originating from RTL Netherlands and the Nederlandse Publieke Omroep (Dutch Public Broadcasting) and SBS Broadcasting. This document and its methodological description will be expanded upon as new reports are introduced and existing reports adapted. 1/17

6 1. Which streams? SKO's Technical Committee has ranked the available streams as follows: Table 1. Tv uitzending Online only Lineair Live, simultaneous to TV broadcast Live and online content Time shifted Content (programme, fragment) previously aired on TV (programme of fragment) Pre views Content (uitzending, fragment) broadcasted later on TV 1) Streams with identical contents to contents previously or simultaneously aired on television Live Streams Streams offered concurrent with the program's television broadcast On demand Streams Streams of programs that have already been aired. Example: a stream of an episode of the program "Het beste idee van Nederland", aired at an earlier date by SBS 6 Segments Partial streams of a program aired earlier on TV. For example: a single performance from RTL5's broadcasted program so you think you can dance. This single performance is available as a stream. Pre-views Broacasters also offer the possibility to watch a programs online before they are aired. Pre views include viewing the online stream of a programme or a fragment of a broadcast that has not been aired on TV yet. Example: Dokter Tinus or Goede Tijden Slechte Tijden when the TV broadcast is made available online first. 2) Streams with contents deviating from the original TV program Streams that are part of a TV program's concept. The streaming content has never been aired as such on television and is only available online. 2/17

7 Live and online only A live broadcast or an exclusively online part of a program that is available exclusively online. Program segments only available online Program segments that have not been aired on TV and/or extra material only available online, e.g. the Internet auditions of programs such as Idols, Xfactor of The Voice of Holland. The online version of "Boer zoekt vrouw" is another example. Additional content related to this TV program, such as interviews with the farmers, is offered online. 3/17

8 2. Measuring streams Measuring requested streams of television broadcasts served as our point of departure in measuring online television viewing. This measurement is conducted not through the television panel used in ratings research, but through serverbased pixel techniques. In 2007, SKO selected comscore (formerly known as Nedstat) as its partner in implementing the Streaming Research, together with Intomart GfK. In 2011 a new contract was signed with comscore (former Nedstat) and Intomart GfK for executing the SKO WEB-TV project. A Stream Sense -module is used to determine stream playing behaviour of the channels participating in the project. These channels have worked hard to harmonize their streaming titles. Thanks to this harmonization process, the streaming titles can be easily matched to the regular program titles. In this way, it is possible to relate streams to television broadcasts. Intomart GfK is in charge of the matching process and produces the reports daily offered on In order to report on streams within the SKO Streaming research project, two information sources are needed. Figure Broadcast data 2.1. Measuring playing behaviour comscore specializes in measuring, analyzing and reporting services for website analytics. comscore is certified by ABCe, OJD and Audiweb. In the case of SKO, comscore gathers information on viewers' behaviour in playing streams. This playing behaviour (measured for all requested streams of the channels participating in the project) is measured using Stream Sense. This measurement takes into account all streams played through the (un)embedded players offered by the channels involved. Stream Sense is compatible with Windows Media Player, RealPlayer, Flash players and the forthcoming Silverlight. For a list of all players supported by comscore s measurement, please refer to Appendix 1. 4/17

9 Several techniques are necessary to be able to measure stream playing behaviour. comscore has bundled these techniques in its Digital Analytix-suite (the former Sitestat). Digital Analytix (DAx) produces measurements by installing measuring codes. Pixel method ComScore registers visits to SKO channel website pages. Registration occurs when pages are selected that have been fitted with a measuring code. In order to enable measurement, content suppliers can add a piece of code to their web pages. Through the pixel method, a GIF-picture of 1x1 pixel in size is generated and added to the page by a Javascript that runs once the web page is displayed. The code is always run anew, even if an earlier version of it is already resident in proxy memory or a computer's cache memory. Upon each reopening of a web page, the browser will notice that the pixel present in its temporary memory is an old, incorrect version and it will proceed to download a new version. This will result in a new measurement. A graphic representation of this process: Figure 2. Each time a page is visited, the visitor's browser will upload a signal to DAx's servers. The eventual report offers insight into pages, visits and visitors for each coded page and each coded stream. Stream Sense TM Stream Sense TM is an online video tracking and analysis tool. It is part of DAx's measuring techniques. Stream Sense also makes use of measuring codes. These measuring codes are tracking devices, based on JavaScript and ActionScript. Measurement is browser-based, which means that no further installation, plug-ins or dedicated players are necessary. Stream Sense measures streams that can be opened with most media player types. comscore actively monitors player developments, to guarantee measurement compatibility 5/17

10 with future player types. For a complete overview of players compatible with Stream Sense measurement, please refer to appendix 1. Measuring playing behaviour is an automatic process, thanks to the Stream Sense measuring code. In general, this code takes the following shape: Figure 3. _dt=<date_of_broadcast>&sko_pr=<program_name>&sko_stid =<channel_id>&sko_ty=<type_of_broadcast>&sko_prid=<prog ram_id>&sko_t=<start_time>"); This technique enables real time reporting of playing behaviour per stream, regardless of the type of stream; live, on-demand or through progressive downloads. This measurement is independent of the platform hosting the stream. The technique is also able to pinpoint exactly which part of the stream is being played. Examples of automatically generated data are: number of streams opened, playing time, number of streams viewed completely and user interactions (e.g. pushing play, stop, pause, etcetera.) Stream Sense offers an overview of all video streams (vod). Figure 4. Stream Sense measures all browser activity (start, stop, pause, forward, rewind, etcetera), and keeps track of what activity is performed in which part of which stream available in the web site's playlist (e.g. commercial parts). Stream Sense exactly calculates which part of the stream is played for how long, and how often. Figure 5. 6/17

11 Playing time The playing time of a stream is calculated based on the time and the position within the stream when start, pause or end events take place. Stream Sense keeps track of all these events including the playing time between these events. Users can stop playing the stream in different ways. The stream may also be interrupted if the internet connection fails or if the computer is turned off. So it may be possible that the last end event is not registered and the total playing time cannot be calculated. The available information at the moment the end event takes place depends on the user s actions. An additional factor is the fact that the increasing variety of browsers and players may register the information on end events differently. Stream Sense offers accordingly two additional advanced measurement methods to establish end events: the JavaScript and the Heartbeat method. So it is assured that the playing time as reported by Stream Sense always is as complete as possible. JavaScript With an additional piece of JavaScript (onunload) Stream Sense can record the end events of the played stream. All Stream Sense measurements for Windows Media Player versions contain this JavaScript by default. For the plug-in versions of Stream Sense (Flash/Silverlight) it is necessary to place an additional JavaScript (onunload) in the page in order to register end events in case the browser may be closed during the streaming session. All plug-in versions of Stream Sense version 4 and higher place this JavaScript automatically (from within the plug-in). In order to do that, the website owner has to accept that JavaScript is run from the plug-in. Sites like Facebook do not usually allow this procedure due to security en commercial reasons. Heartbeat The Stream Sense version 4+ specification includes a Heartbeat measurement. The Heartbeat records the player status while the stream is being played. This happens every 10 seconds during the first minute of playing time and once for every additional minute of playing time. The Heartbeat allows to calculate the playing time when end events is not recorded Broadcasting data The second information source concerns gathering the data supplied by the channel, e.g. 'program title', 'program identifier' and a number of others (see table below). Table 3 Customlabel Function sko_dt sko_pr sko_stid sko_ty sko_prid sko_t sko_cl See also appendix 3. Broadcast date Program title Channel code Type of broadcast Program identifier Broadcast time Clip length (in seconds) of online content 7/17

12 Table 4 Code tv.ep tv.cam tv.seg tc.ep tc.cam tc.seg Omschrijving Program that has been broadcasted Live and concurrent with broadcast TV program Part of the program already broadcast Exclusively online part of a TV concept Live, exclusively online Part of the program, exclusively online Table 2 lists the streaming types identified by SKO. The first column shows whether the stream in question is a complete TV program or a segment related to a TV program: TV/TC TV = content of a stream that is identical to the contents of a TV show that is/has been aired. This stream is incorporated into SKO Stream data. TC = contents of a stream that is part of a TV concept/program as aired on TV. This stream is incorporated into SKO Stream data. The second part of the codes in the first colum of table 2 contains identifiers: EP = an episode SEG = part of an episode CAM = a camera feed (i.e. a live stream only offered online) CH = a theme channel The channels introduce a Stream Sense measuring code into their playlists, based upon these identifiers. This measuring code takes the following shape Figure 6. <ASX version = "3.0"> <TITLE>The A Team Episode 15</TITLE> <PARAM NAME="playlist" value="the_a_team-15"/> <Entry> <REF HREF=" /> <PARAM NAME="custom" value="sko_dt= &sko_pr=the_a_team&sko_stid=293& sko_ty=tv.seg&sko_prid=12345&sko_t=2215"/> </ENTRY> </ASX> To facilitate channels' implementation and coding of Stream Sense, SKO has written a Stream Sense code document that is made available to all participants. This document incorporates setup information and rules regarding measurement of online streaming content. The code document also describes the standard configuration that should be used to ensure a working link between streaming content and broadcasting schedule. (ref. appendix 3). 8/17

13 3. Matching streams and broadcasting data 3.1. Matching Intomart GfK uses two data files to link broadcasting data to streaming data. Figure 7. Registration of requested streams Broadcasting data (source: the Nielsen Company) Registration stream requests File including ratings Program report Ratings and streams Registration broadcasting data for SKO Intomart GfK realizes an automatic link, based on entries that occur in both data files (ref. table 1). The Dutch TAM uses a set of standard rules to code program titles. However, these rules are not applicable to streaming titles. Furthermore, building a link based upon a program's airing date and airing time is hampered by the fact that program schedules are prone to change during the day of broadcasting. ProgID A variable ProgID is available in Nielsen s broadcasting data. This ProgID is a code transmitted together with the broadcasting schedule to the Nielsen Company. This code identifies the broadcast in the same way a Commercial ID identifies a given commercial. This variable is not commonly used by the SKO-market; however, it is used by operators to help recognize their own programs. ProgID is also incorporated into streaming data. This code makes it possible to automatically generate a match between streams and television programs. RTL Netherlands and MTV Netherlands add ProgID to their labeling of streams (episodes and segments) that have already been aired. The ProgID supplied to the Nielsen data by the Public Broadcasting Company (NPO) differs from the ProgID it uses for streaming information. NPO is working on implementing a single code in both data files. Until this process has been completed, NPO supplies Intomart GfK with a translation table to translate the StreamID into a ProgID. 9/17

14 Intomart GfK is already using NPO's translation table to link data of ratings research and NPO's TV appreciation research with the predictive software of STER ('Stichting Ether Reclame'; On-Air Commercial Foundation). Intomart GfK's experience with these systems has been of great value in formulating a solution for the translation issue between streaming information and broadcasting information. Absence of ProgID What to do when channels are unable to supply a ProgID? The broadcasting information supplied by the channels consists of four further entries: - Program title - Broadcast date - Broadcast time - Channel code The chances of obtaining an automated match get slimmer the less information is entered. Per channel, Intomart GfK, in collaboration with the operator, formulates a priority scale for (combinations of) these entries, depending on the quality of the data supplied by the channels. If use of the first priority rule does not result in a match, or if several television broadcasts match with a stream, the next priority rule is applied, etcetera. E.g.: Priority 1: broadcast date + ProgID Priority 2: broadcast date + title Priority 3: broadcast date + title + broadcast time Priority 4: broadcast date + title + broadcast time + channel code Intomart GfK has developed two applications to support this project 10/17

15 3.2. Matching application Intomart GfK has developed an online application that gives channels the opportunity to test link quality or matching process quality. Furthermore, the application makes it possible to perform manual links, in cases where automatic linking does not provide satisfactory results. The application consists of a matching procedure report. This report shows the number of streams that have been matched via ProgID, title, etcetera. The report also offers a back-to-back display of streaming and broadcasting information, enabling the user to evaluate and improve match quality. The process of checking links and manual alterations takes about 15 minutes per day. Reruns of programs that do not take place in the same week as the original broadcast are not automatically matched. At the moment, the channel needs to manually provide a match. Figure WEB-TV analysis tool Since September 2008, Stichting KijkOnderzoek (SKO) uses the Streams Matching Application to publish daily reports on the SKO website. To allow SKO to further analyze WEB TV results, Intomart GfK developed an analysis tool in Since then, SKO has made this tool available for partners and participants. SKO administrates data use; Intomart GfK is in charge of technical application support. The WEB TV analysis tool can be accessed through the SKO site: Kijkcijfers > login Web-TV analyse. The tool shows results of programs that have been previously aired on television and have since then become available as online streams. At the moment, these results consist of the number of requested streams, the ratings and the number 11/17

16 of viewers per complete stream (stream type.ep). From 2012 on results also include playing time. The following resultt types are available on teh WEB-TV analysis tool: - Total playing time - APT (Average play time) - Number of start by end measurement type - Play time by end measurement type - ASP (average stream plays) - ASP (average stream plays) - Streams completed >90% - Streams completed >75% - Streams completed >50% - Streams completed ld >25% - Number of streams by region (Netherlands, abroad, unknown) - Ratings % en Absolute number of viewers for the TV broadcasting The tool consists of four screens: login, personal list, selection and report. In selection, the following variables are available: - Broadcast date - Channel code - Public broadcaster (Omroep) - Title - SKO classification - Extended SKO classification - Start time - End time - Program duration - Number of starts - TV ratings - TV number of viewers - Player - Stream Type Default WEB TV results are measured during a seven day period - the original day of broadcast and the six subsequent days. This measuring period can be altered through the selection screen. In the future, the selection options will be expanded with new variables Checks Channels Channels enter manual matches into Intomart GfK's application and they control whether SKO labels are present. Logical check on date and time labels. Control on accuracy of labels when labels are added automatically (randomly executed on a number of clips per channel and player). Test on playing time based on a script (e.g., playing time per player, presence of heartbeat measurements). A control protocol is available for the broadcasters. 12/17

17 Intomart GfK Intomart GfK checks whether or not necessary data sourced from comscore and The Nielsen Company is available. Daily check on correct running of the automatic matching. When the amount of stream queries per channel that cannot be matched to a broadcast rises above a given percentage, reporting is put on hold until checks have taken place. This percentage is determined per channel Daily check on the share of streams matched by ProgID codes. This check is conducted by broadcaster. This percentage is also determined per broadcaster. Daily automatic check on the op number of stream starts per stream type. Daily automatic check on total playing duration per broadcaster per stream type (tv.seg and tv.ep). Results are compared to a threshold value determined on a long term basis. When the differences relative to the threshold reach a given value, daily report is set on hold and differences are communicated to SKO. Daily check on the stream duration. The length of the stream may only differ to a certain extent from the registered duration of the broadcast (according to Nielsen). Reporting is put on hold until checks have taken place. Weekly random accuracy check on the new reported streams of the past 7 days. Intomart GfK compares the labels added by the broadcasters with the content shown on the stream. Random, manual check on the matching. The correspondence between streams and broadcasting information f is controlled for streams that have been matched manually or automatically. ComScore comscore, in collaboration with Intomart GfK, audits channels on their correct implementation of measuring techniques and coding comscore also audits channels' implementation of new media players and certified players subjected to amendments. comscore checks daily whether a new player (version) is present in the report and controls the presence of SKO Labels and label values in the data. 13/17

18 4. Reporting At the moment, SKO only reports the total numbers of on demand streams of programs already aired on TV prior to their online availability. Report concern programs available at websites such as or catch up services of the different channels. At the moment, only streams of television broadcasts, on demand streams and segments, are measured. This type of stream was classified as second and third type of streams in the first chapter of this document; 'live streams' are, as yet, out of scope. Until 2012 only on demand streams of complete TV broadcasts were reported, excluding fragments of clips of broadcasted content. Since 2013 segments of programs broadcast on TV are reported for the NPO and RTL channels. Only streams of complete TV broadcasts ofb SBS Broadcasting channels are reported at the moment. Playing time is reported for streams of programmes broadcasted from January 1 st A report on the online pre-views of programmes later broadcasted on TV will be available in Figure 9. Daily report nstreams- Sept 2008 Montly report nstreams Online analysis tool - Jan 2009 WEB-TV Playing time report- Jan 2012 WEB-TV Segments raport- Feb 2013 Scope Daily Top-10 The daily Top 10 only incorporates streams of television broadcasts that have a running length of ten minutes minimum, and are requested within six days of the original airdate. Monthly Top-100 The monthly Top-100 only incorporates streams of television broadcasts that have a running length of ten minutes minimum, and are requested within six days of the original airdate. 14/17

19 In order to reach the report, a stream needs to be queried at least a hundred times. Furthermore, the stream must be matched to a television broadcast Since September 2008, SKO continuously measures the online WEB-TV streams of NPO and RTL Nederland: Nederland 1 Nederland 2 Nederland 3 RTL 4 RTL 5 RTL 7 RTL 8 Since 1 February 2010 SKO measures continuously the online WEB-TV streams of SBS Broadcasting: SBS6 NET5 VERONICA SKO Result types Streaming data Nstreams = number of streams starts APT = average play time calculated by dividing the total number of played minutes by the total number of stream starts. Playing minutes include all playing time, regardless which part of the stream of a programme is played. Repeats are also taking into account, that means that the total playing time can be longer that the length of the WEB-TV programme itself. ASP = average stream plays is the average number of active streams on a random moment during the time that the programme was active. This is calculated by dividing the total played minutes of a stream (total numbers of stream starts x average playing time) by the length of the programme. Compl75% = Percentage showing the number of starts played until a minimum of 75% of the total running time of the stream, regardless which part(s). Broadcasting data Date = The television program's broadcast date Time = The television program's broadcast time, in hours:minutes. Duration = Program running length in minutes as aired on TV Channel = Channel airing the TV program Genre = Based upon SKO's main classification 15/17

20 Ratings in Streaming reporting % Kdh =ratings %= The percentage of viewers of six years of age and above that, on average, watched the program. Abs= actual number of viewers = Tthe actual number of Dutchmen of six years of age and above that, on average, watched the program. Availability 1. comscore uploads streaming information files to the FTP-server, each morning at 3:00 AM at the latest 2. Matching at Intomart GfK starts at 7:45 AM Intomart GfK Matches streaming content data to the corresponding TV programs. Broadcasters may correct or enter faulty or missing matches, using the dedicated web tool. Intomart GfK proceeds to reporting. 3. Data is available each morning from 10:30 onwards, at 16/17

21 5. Next steps: SKO will continue work on the SKO Streams Reports throughout the present year. Reports will be expanded with the following: Previews in de web-tool rapportage Results per device deviec (computer, tablet, tv screen, mobile). Streams of complete programs, program parts or related content not broadcasted on TV. Live streams. In the future, new channels may be incorporated into the reports. 17/17