26/10/2006 - Philippines
Manila, Philippines - October 26, 2006 - AGB Nielsen Media Research (Philippines) launches the country’s first nationwide urban television audience measurement (NUTAM), providing crucial data on regional viewing habits and trends as well as tv program quality of reach.
The method utilizes television panels installed in all urban centers across the country. It is a vital tool for advertising, communication advocacies, educational support for national and regional campaigns and development planning.
NUTAM is an expansion of the current AGB Nielsen Media Research panel installation in Metro Manila homes.
Maya Reforma, general manager of AGB Nielsen Media Research (Philippines), says the expansion provides comprehensive and relevant high quality data for business and nation-building and strengthens the Asian region’s development surge.
Formal launch takes place on October 26 at the Crowne Plaza Hotel in Ortigas, with AGB Nielsen Media Research regional director Malcolm Spry leading the rites.
In the new setup, a total of 1,500 panel homes will represent a universe of 7,260,723 national urban TV homes from the following areas : North and Central Luzon with 300 homes; Metro Manila, 400 homes; South Luzon, 300 homes; Visayas, 300 homes; and Mindanao, 200 homes.
NUTAM will provide a total picture of television viewership in the entire Philippines through 24-hour monitoring of the panel homes.
The pioneer use of TV panel homes will provide highly reliable analysis of the audience, which will ultimately benefit viewers with the most informative and entertaining programs.
The TAM Process
The TAM methodology, like other AGB operations, begins with an Establishment Survey. This year, 4,350 face-to-face interviews were conducted to determine the current TV landscape. The survey results establish the composition of the viewing panel that will be measured.
The next step involves the recruitment of families willing to collaborate. .AGB then installs peoplemeters in the TV sets of the identified households and trains the family members in its proper use.
Each working TV set is equipped with a remote control but only one peoplemeter is connected to the telephone line or GSM network for data downloading. The rest of the peoplemeters pass their data to the “master” peoplemeter.
AGB Philippines uses the TVM 2 peoplemeter - a modular nature device that allows for various data transmission techniques – via stationary phones, radio waves and cellular phones.
Each night, data for the day from the meters are downloaded via telephone lines, or GSM lines for households without landline connection, by the POLLUX located at the AGB Philippines offices.
The Pollux, AGB’s proprietary production software, is the heart of the system. Pollux prompts the retrieval of viewing data. After this, data is consolidated, validated and expanded to obtain viewing data of the highest quality.
AGB’s in-house TV events monitoring group ensures that every event that took place in the TV is logged in the TelePad, another proprietary software for TV events monitoring. The events data are fed to Pollux for consolidation with the viewing data for a complete TV viewing behavior data.
For viewing data analysis, AGB has a proprietary software suit for users to maximize the potentials of data - the AGB WorkStation. This is composed of three analysis tools: TeleMonitor for viewing behavior analysis; TeleSpot for advertisement campaign and expenditure analysis, and AdPlan for advertisement campaign planning. It is supported by the expertise of AGB Media Services, the corporate division of the group, and fueled by the feedback of thousands of users worldwide.
AGBNMR also launches the Metropolitan Cities television audience measurement (MCTAM). This covers key metropolitan cities in urban regions that are regarded as important economic centers. These are Metro Cebu with 150 panel homes from 246,672 homes; Iloilo with 100 panel homes from 80,995 homes; and Metro Davao with 100 panel homes from 261,741 homes.
How are we viewing TV?
At present, Luzon continues as driver of the ABC class in the national urban scene, with Metro Manila as primary locale of the upper classes in Luzon.
Luzon also registers the highest TV ownership at 92% and steady cable ownership at 23%.
AGBNMR survey also shows that the Visayas has the largest chunk of class E at 29% and the most number of homes with children at 64%. Visayas has the lowest TV ownership at 78%. Cable penetration is at 21%.
Mindanao has the largest chunk of class D at 60% and the most number of big families, the survey states. It adds that MIndanao has the lowest cable penetration at 8%.
An analysis of the September 3 to 16, 2006 data shows that Luzon and Mindanao have almost 94% household and individual reach -- the percentage of the population that watches TV at least one minute per day.
Visayas registers an almost 90% household reach. Females show the highest TV reach. In terms of age, kids register the highest TV reach, followed by persons in their 40s, then those in their 30s and teens. Those in their 20s are at the last position.