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TV usage in transition
The change in TV usage behavior from linear to non-linear TV is leading to a continuous decline in linear television usage. The classic AGTT TV panel, with its 1,476 TV households reporting daily, no longer accurately reflects TV usage, as fewer and fewer people in the TV panel have contact with TV programs. As a result, fluctuations in channel reach are increasing, and there are even cases of so-called “zero reach.” This means that programs had no contact with any panel participants. In reality, however, it can be assumed that every program finds its audience. Teletest 2.0 aims to overcome the measurement problem by merging TV usage from 1.1 million HbbTV households with the AGTT TV panel. The result should be that fluctuations in usage, especially for small broadcasters and during off-peak hours, are eliminated. In addition, it will also be possible for the first time to measure linear TV usage patterns in real time and to play advertisements live in an optimized manner.
How does the new Teletest 2.0 work?
Viewers' TV usage behavior is measured in real time based on more than 1.1 million connected TV sets. The basis for this is return path data from HbbTV devices, which is transmitted anonymously and complies with all data protection standards. For the new booking and playback tool TV-Load, they are extrapolated in real time using the valid and transparent data set from the Teletest measurement. With TV-Load, the commercials in advertising blocks are compiled based on the target group currently watching. Advertisers should thus benefit from precisely addressing the desired audience in the usual advertising block on the big TV screen.
What are the implications of the new Teletest 2.0?
The most important news is that the new Teletest 2.0 is stable and reliable. The potential of different target groups has hardly changed compared to the old measurement (see chart).
As expected, Teletest 2.0 shows an increase in reach compared to the old measurement system, as “zero reach” no longer occurs. In the 5-8 p.m. time slot, the new data across all advertising-relevant Austrian channels is on average 5-8% above the forecast of the old measurement system (see chart).
During primetime, the differences in reach are rather marginal, but due to the high reach volume, “zero reach” is also rather unlikely, meaning that a reach comparison shows hardly any differences. However, the sudden significant increase in net reach is striking, both in the 5-8 p.m. and 8-11 p.m. time slots. One reason for this could be that more selective viewers are being recorded than before.
The reach across all channels is increasing, and TKPs are therefore declining for the time being. This also applies when booking all available channels across all advertising islands. However, if we look at individual channels between the two systems, we see that individual channels benefit very differently from Teletest 2.0. For example, ORF 2, Servus TV, RTL, RTL ZWEI, Pro 7, and VOX are recording significant increases in reach, while other stations are actually losing reach. This “new” reality can have a corresponding impact on TV planning, as plans now need to be reviewed and adjusted if necessary. The stations with poorer performance will then also come under price pressure. In contrast, the “winners” of the new system will increase prices, or have already done so.
What opportunities does the new Teletest 2.0 offer?
The great innovative power of the new Teletest 2.0 lies in the possibilities offered by the collection and playback of TV advertising in real time. The new booking and playback tool TV-LOAD (“Live Optimized Ads”) can use live projections to recompile the commercial break one minute before it is broadcast and adapt commercials to the actual audience (see graphic).
This opens up entirely new perspectives for advertisers and agencies in terms of more precise targeting and campaign quality for their TV investments. Automated live optimization based on CPM and target group brings advantages in maximizing reach and campaign efficiency. The first TV LOAD test campaigns by Mediaplus Austria will show whether the new, exciting real-time TV tool lives up to its promise.
We'll keep you posted!
Verena Kehr
