In Broadcast - November 2015 - 71


71

www.inbroadcast.com | Vol: 5 - Issue 11 | November 2015

InForm

Data Without Insight
Is Simply A Statistic
The audience viewing figure is only a part of the OTT story,dataled statistical analysis can yield crucial information, according
to Keith Zuchevich, Chief Strategy Officer at Conviva...

F

or decades, the backbone of the
TV industry's funding through
advertising was reliant on broadcasters
demonstrating the audience reach
their programmes achieved, in order
to tangibly justify the programme
costs as well as the elevated pricing for
primetime opportunities.
These audience measurement figures
were based not on empirical evidence
but on an extrapolation of the
behaviour of a small segment of the
overall national TV viewing population.
As
much
as
the
audience
measurement figures served a
purpose, fundamental flaws plagued
its design and execution but were
overlooked and, arguably, rightfully
so. At the time, there was no
better model available. There was
an implicit trust between content
providers and advertisers that the
figures - independently assessed
for veracity - were reflective of the
public audience the advertisers were
attempting to reach. Additionally,
because the standard was the same
across broadcasters, it was assumed to
be an acceptable baseline from which
to measure an increase or decrease in
the number of viewers.
But it was far from perfect. First, the
smaller a programme's audience, the
higher the statistical standard error -
that is, reliability in the accuracy of the
measurement - and as such, the less
useful the audience metric. The advent
of DVR was another hurdle: there
might have been many thousands of
viewers watching a programme hours
or days after its initial broadcast, so it
was critical to measure live-same-day
versus live-within-a-week audiences.
Fast forward to the dawn of
Video-on-Demand, and yet another
wrench was thrown into the works.
The number of viewers grew quickly
and, arguably, immeasurably as the
opportunity to stream whatever,
whenever, and however across a
multitude of devices meant that
accurate measurement of true viewer

figures became a Holy Grail for content
providers, as well as the advertisers
who needed to justify where their
money was being spent.
IP-delivered video - and specifically
OTT content - may offer a solution
to the viewer conundrum and brings
with it something which was rarely
achievable in the analogue days:
insight.
The level of detail achievable with
the OTT model through deep-rooted
analytics on viewer engagement,
delivery success, and programmatic
quality can offer far greater insight
for content owners, creators, and
broadcasters than simple audience
figures can ever achieve. It is now
possible not only to track every single
view but also to see where and how
viewership might decrease, and then
analyse the reasons behind such
a drop. For the first time it's now
possible to see whether new content
has a small audience because of poor
quality content or simply because
of poor quality delivery - a critical
differentiator.
For example, imagine a provider
monitoring its audience and noticing
total audience shrinking on Sundays
between 8pm and 9pm. Big Data can
show that it has dropped, but it might
not necessarily explain why. For this
to become actionable, analytics need
to identify whether the audience
experienced the poor quality and

the CDN and ISP which may have
contributed to the audience dropoff. With this information, the
provider can re-work its CDN
and ISP peering strategy to
eliminate that dependency
and thus improve the
metrics for the following
week.
Of course, if it proves not to be a
technical problem, then the provider
is aware there's an issue closer to the
content source, namely the content
itself is not resonating with the
audience and no-one's watching. For
an industry that invests billions of
pounds in programming and content,
this data-driven insight into what's
working, why, and how is invaluable
compared to the finger-in-the-air
model of old. It will allow companies
to commission the right material as
well as ensure that when it finally hits
the market, it does so in an optimal
fashion. After all, you wouldn't buy
a Tiffany's ring and then send it via
second class post in a tatty envelope.
Yet it begs the question, why is
programming success still based on
arcane measurement such as audience
viewing figures rather than analytical,
data-led
statistical
modelling?
Certainly, there is a science to the
art of content programming, and
vice-versa, but today's broadcasters
and content developers need to
understand the 'why' in addition to

The Conviva Information Architecture Whitepaper is accessible online

The audience is only one of a number
of sets of valid measurements

the 'what' of their audience, and use
data as the key measurement tool to
identify what's working and what's
not.
Nowhere is the capability of
analysing the what and the how more
critical than in real-time programming,
especially for live sports broadcasting.
Viewers don't want to miss the penalty
which takes their team to a Cup Final
(let alone the kick that wins it), but
buffering and poor quality streams
remain a problem in 2015.
The ability to rapidly and efficiently
respond to fluctuating service quality
can be the difference between
retention and churn. Any post-mortem
analyses with accompanying promises
of better service support in the future
often falls on the deaf ears of defected
viewers.
To ignore the opportunity around the
causality of the data and simply focus
on audience volume risks undermining
the value of the burgeoning IPdelivered video phenomenon.
Operations
teams
need
to
understand the underlying reasons the
viewing of a programme diminished
at a certain time, region, device, and
channel to fully comprehend whether
a technical rather than creative flaw
prevented delivery of a first-class
experience and, by proxy, to justify
the costs of advertisers extending ad
spend to this new distribution channel.
The technology is there, and the
insight is waiting to be uncovered.
This is an abstract of the Conviva
Information Architecture Whitepaper
click on the cover image to see more...


http://www.inbroadcast.com http://www.conviva.com/our-team/ http://www.conviva.com/our-team/

Table of Contents for the Digital Edition of In Broadcast - November 2015

In This Issue
In Broadcast - November 2015 - Intro
In Broadcast - November 2015 - Cover1
In Broadcast - November 2015 - Cover2
In Broadcast - November 2015 - In This Issue
In Broadcast - November 2015 - 4
In Broadcast - November 2015 - 5
In Broadcast - November 2015 - 6
In Broadcast - November 2015 - 7
In Broadcast - November 2015 - 8
In Broadcast - November 2015 - 9
In Broadcast - November 2015 - 10
In Broadcast - November 2015 - 11
In Broadcast - November 2015 - 12
In Broadcast - November 2015 - 13
In Broadcast - November 2015 - 14
In Broadcast - November 2015 - 15
In Broadcast - November 2015 - 16
In Broadcast - November 2015 - 17
In Broadcast - November 2015 - 18
In Broadcast - November 2015 - 19
In Broadcast - November 2015 - 20
In Broadcast - November 2015 - 21
In Broadcast - November 2015 - 22
In Broadcast - November 2015 - 23
In Broadcast - November 2015 - 24
In Broadcast - November 2015 - 25
In Broadcast - November 2015 - 26
In Broadcast - November 2015 - 27
In Broadcast - November 2015 - 28
In Broadcast - November 2015 - 29
In Broadcast - November 2015 - 30
In Broadcast - November 2015 - 31
In Broadcast - November 2015 - 32
In Broadcast - November 2015 - 33
In Broadcast - November 2015 - 34
In Broadcast - November 2015 - 35
In Broadcast - November 2015 - 36
In Broadcast - November 2015 - 37
In Broadcast - November 2015 - 38
In Broadcast - November 2015 - 39
In Broadcast - November 2015 - 40
In Broadcast - November 2015 - 41
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In Broadcast - November 2015 - 69
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In Broadcast - November 2015 - 72
In Broadcast - November 2015 - 73
In Broadcast - November 2015 - 74
In Broadcast - November 2015 - 75
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In Broadcast - November 2015 - 77
In Broadcast - November 2015 - 78
In Broadcast - November 2015 - 79
In Broadcast - November 2015 - 80
In Broadcast - November 2015 - Cover4
In Broadcast - November 2015 - S1
In Broadcast - November 2015 - S2
In Broadcast - November 2015 - S3
In Broadcast - November 2015 - S4
In Broadcast - November 2015 - S5
In Broadcast - November 2015 - S6
In Broadcast - November 2015 - S7
In Broadcast - November 2015 - S8
In Broadcast - November 2015 - S9
In Broadcast - November 2015 - S10
In Broadcast - November 2015 - S11
In Broadcast - November 2015 - S12
In Broadcast - November 2015 - S13
In Broadcast - November 2015 - S14
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http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201812
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http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201804
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOW2018
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201803
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201802
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_cabsat2018
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201801
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201712
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201711
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201710
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOWNYexpo2017
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201709
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_inshowguide2017
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201708
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201707
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201705
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOW2017
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201704
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_cabsat2017
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201703
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201702
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201701
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_INREVIEW2016
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201612
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201611
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOWNYexpo
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_20110708_DEMO
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201610
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_inshowguide2016
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201609
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201608
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http://europe.nxtbook.com/nxtbooks/lesommet/inbroadcast_APAC03
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201605
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOW2016
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201604
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http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_cabsat2016
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201602
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201601
https://www.nxtbook.com/nxtbooks/lesommet/inbroadcast_APAC02
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201512
https://www.nxtbook.com/nxteu/lesommet/inbroadcast_201511
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https://www.nxtbook.com/nxteu/lesommet/inbroadcast_cabsat2015
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