Reklamní agentura VICOMT

Reklamní agentura VICOMT

ČESKYvlajka
Reklamní agentura VICOMT
  • PEOPLEMETERS
  • The popularity measurements of different TV stations in the Czech Republic are done by Mediaresearch s.r.o company. The bases for the measurements and for the future analyses are data, which are obtained from the sample of at least 1200 households per day (the full sample size is 1333 households with TV sets). We call such a sample a panel and it is put together on the basis of research results from a study called “Introduction research”. The research study took place in autumn 2001. The task of the research was to find the main and distinguishing characteristics of viewed TV stations in more than 12000 households. The panel represents 3,9 million households with TV sets in the Czech Republic.
  • In order to secure the panel’s variety of researched samples during the whole research, its structure is frequently controlled from the socio-demographic perspective. The panel is also checked for possible characteristics changes in the behavior of Czech TV viewers. The changes are checked by additional statistical research – so called “continuous research” on the sample of at least 6000 households per year.
  • The structure of the panel is often adjusted, so the profile of the panel illustrates the actual profile of the viewers and households in the Czech Republic. In order to keep the validity of the data from the TV meter system, 25% of the panel households are changed per year (during the first and the last year of the research the changes are minimal). New samples of the households are chosen according to the controlled characteristics based on the continuous research.
  • The usage of a TV set is electronically monitored in every panel household by a TV meter system. The system automatically identifies and records viewed channels of the cable and satellite stations, tele-text and video usage (both recording and playing). It records the time of the start and the end of each measured activity (for example switching on the video machine and switching it off). All permanent members of the households and also the temporary members of the households monitor their TV viewing by using a special button at the remote control.
  • The meter system collects during every single day all information about using the TV setting and saves it into its memory. The recorded data from the households are electronically transferred by SMS into the Mediaresearch a.s. system. The number of SMSs and the frequency depends on the intensity of using the TV setting in a certain household.
  • The recorded data from the panel households are scrutinized every morning by Mediaresearch. The obtained data are connected with the information about broadcasted programs and with the description of individual programs (broadcast protocols) that were submitted by TV stations (ČT, Nova, Prima).
  • The scrutinized data are immediately (within 9 hours) sent to the users (those usually are TV stations and media agencies). They analyze the data by using special software and they get the information about the viewers’ rates of TV broadcasting. The obtained data are projected into second time frames. The obtained rating about certain broadcasting or commercial space is connected with the data about broadcasted programs. The projecting of viewers’ rates is counted into 88 viewers categories. The results are adjusted by scaling. The scales help to ensure precise results according to the real population.
  • 1.The Panel board, a special department of the Mediaresearch group, communicates whenever needed with the households, which participates in the research. The participating households are guaranteed anonymity and get rewards for their cooperation.