Auditel, the TV ratings revolution begins: single data from PCs, smartphones, tablets
From 30 December, the 'total audience' revolution begins. Nielsen data: television advertising sales up 9.2% in the first ten months
3' min read
3' min read
Day X will be 30 December. The start of the new Auditel year also represents the start of a small big revolution for Italian TV, a sign of the evolution of times and consumption.
Among its measurements Auditel will include 'real-time data on how many people watch a programme also from PCs, tablets and smartphones, as well as on-demand ratings on all screens,' points out Paolo Lugiato, the company's general manager, in presenting the new standard.
The 'total audience' will then become available to the market: a single figure to also measure TV consumption across all devices, and therefore PCs, smartphones, tablets. Measurement, therefore, of viewers in front of a TV set, but also of connected users through smartphones, tablets, PCs, wherever they are and whenever they choose to watch their favourite content.
It was in 2019 that the first data on connections began to be milled out to arrive, now, at the single figure. Which, as explained by the company chaired by Lorenzo Sassoli de Bianchi, will have the immediate effect of increasing the average audience by 4 per cent.
This is all downstream of a new standard resulting from the combination of sample and census measurements. The latter, collected on digital devices (thanks to specific tags inserted upstream by broadcasters in their own content stream), are integrated with those derived from the traditional sample: the 'superpanel' composed of 16 thousand households. By means of a proprietary statistical model, Auditel then transforms those referring to devices into data pertaining to individuals, attributing them a profile and thus making them add up to those coming from the sample estimation
