TVA offers a unique system to measure 21st century audiences. It provides clarity and scale of measurement to broadcasters and advertisers whilst also protecting individuals privacy.
TV & Radio audience measurement has always been a challenging space. Audiences large and small have been measured using very small sample sizes and hand-cranked, costly technology. This can introduce error, further eroded when these samples are used for small demographics, regional areas, or channels.
Most importantly, if you want to know how many viewers or listeners your service has, you have to wait until the next day to find out. Compare this with a digital world where data is live and at the tip of publishers fingertips.
Free to air, subscription-free television and digital radio via your TV set is by far the most popular way of watching television and consuming digital radio. Yet this audience is a black-hole when it comes to data, viewing habits and audiences. Even with simple measurement, you cannot derive demographics, or understand true value.
TVA use the large installed base of connected tvs and set-top boxes to provide a live sample size thousands of times bigger than traditional methods.
Using this sample we build up weighted demographic and audience predictions based upon available data.
We provide live data to programme makers, presenters, channels and stations using our dashboards and we can create live demographics for ad-insertion partners. These are augmented with detailed overnight reports delivered before breakfast the next day.
As brand owners, advertisers, music labels, programme makers and indeed audiences begin to demand more of the broadcasters this will provide the industry with a solid, anonymous dataset to allow broadcasters to compete with its digital rivals and lead the future of TV and Radio.