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A key enhancement to the new Nielsen TV Audience Measurement service to be introduced from September 2010 will be the ability to measure Time Shifted Viewing (TSV).
The following information is being issued by TAM Ireland in order to give users general guidelines on the effect on viewing.
It must be emphasised that this is test data and should therefore be interpreted as general indications only.
The chart below shows the increase in average viewing thousands to Total TV by audience (National) for all day. The percentage increases are the increase in viewing as a result of measuring Consolidated viewing (i.e. Live viewing plus Viewing on Same Day as Live (VOSDAL)) plus viewing within the seven day window after broadcast. Please note that all of the information below is based on viewing at normal speed; all fast forwarding etc is excluded.
TOTAL TV INCREASE SUMMARY – All Day/National
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TOTAL TV INCREASE SUMMARY |
| All Day/National |
| July 2010 |
June 2010 |
| All Individuals 4+ |
4.3% |
4.4% |
| Children 4-14 |
6.0% |
5.8% |
| Adults 15+ |
4.0% |
4.3% |
| 15-34s |
6.2% |
6.1% |
| 35-44s |
4.8% |
5.3% |
| 45-54s |
4.9% |
5.3% |
| 55+ |
1.3% |
1.4% |
| Hskprs |
4.2% |
4.6% |
| Hskprs 15-34 |
9.6% |
8.9% |
| Hskprs 35-44 |
4.6% |
5.5% |
| Hskprs 45-54 |
5.5% |
6.5% |
| Hskprs 55+ |
1.1% |
1.1% |
| Hskprs with children |
7.3% |
8.1% |
| Adults ABC1 |
6.4% |
6.4% |
| Adults C2DE |
2.9% |
3.2% |
| Adults F1F2 |
2.4% |
1.9% |
| Source: Neilsen TV Audience Measurement |
The next chart replicates the above but measures the effect on 30 second impacts.
30 SECOND IMPACTS - SUMMARY BY AUDIENCE – ALL DAY/National
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30 SECONDS IMPACT |
| All Day/National |
| July 2010 |
June 2010 |
| All Individuals 4+ |
1.7% |
1.8% |
| Children 4-14 |
2.7% |
2.5% |
| Adults 15+ |
1.6% |
1.7% |
| 15-34s |
2.5% |
2.8% |
| 35-44s |
2.1% |
2.1% |
| 45-54s |
1.7% |
2.1% |
| 55+ |
0.5% |
0.5% |
| Hskprs |
1.7% |
1.9% |
| Hskprs 15-34 |
4.4% |
4.4% |
| Hskprs 35-44 |
2.1% |
2.3% |
| Hskprs 45-54 |
1.7% |
2.3% |
| Hskprs 55+ |
0.6% |
0.5% |
| Hskprs with children |
3.2% |
3.6% |
| Adults ABC1 |
2.6% |
2.7% |
| Adults C2DE |
1.1% |
1.3% |
| Adults F1F2 |
0.8% |
1.0% |
| Source: Neilsen TV Audience Measurement |
As a general guideline, the test data indicates that almost 90% of Time Shifted Viewing is captured within the seven day Consolidation window.
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