TV audience measurement in the CR

Parameters

• We have been measuring TV audience in the CR since April 29th 2002.
• Measuring is carried out on a representative sample (panel). From January 1st 2008 the sample was increased from 1,333 households to 1,833 households (c. 4,216 individuals). We guarantee daily supply of data from at least 1,650 households.
• Measuring includes also large sociological research - “Continual Research”, which provides continual monitoring of changes in TV population (its television-related behavior, ownership of television and other devices, TV stations available etc.). Outputs are available 10 times per year, yearly sample contains information about 9,000 households.
• Adequacy of the measured sample from the socio-demographic point of view and from the point of view of TV behavior indicators is inspected daily using data from the CSO (Czech Statistical Office) and results of the Continual Research.
• We also monitor on daily basis the behavior of the members of panel (households suspected of gross violation of terms are removed from daily data pool and contacted).
• We measure the audience of all TV channels in the household (via antenna, satellite, cable, IPTV) – analog and digital – teletext usage, video/DVD usage and usage of other devices connected to television.
• Daily data are available every morning by 9:00 am (within 3 hours after the end of the previous television day, which is from 6:00 am to 6:00 am).
• The supplied data contain information about TV audience with an accuracy of 1 second, information about programs, socio-demographic information about households and individuals.
• Information about individuals are continuously supplemented with information about their lifestyle and consumer behavior from Lifestyle Survey (LSS).
• The customer in this project and owner of the data is the Association of TV Broadcasters (ATO).
• Measuring is carried out in cooperation with Elvia, research agency Stem/Mark and software company Lerach (our partners).