The rating, that is, the viewing rates, in fact, roughly represents the average number of spectators per program or time zone. The data is collected through metering devices located in some households and these data are adapted to all of Turkey.
Audience measurement began with 150 households for the first time in 1989 in Turkey. Although there has not been a significant technological change in the last 30 years, the number of households with audience measurement has increased from 150 to 4000 during this period.
It is often said that this number is insufficient for our country, which has 55 million TV viewers. Let's explain this context using some statistics. For a population of 55 million and 4000 people as its sample, it is possible to conduct measurement with a 99% confidence interval and 2% margin of error.
However, as the sample narrows, the margin of error increases.
There are 160 rating devices in voice group A, 360 in voice group B, which makes 520 rating devices in the AB group in total, representing almost half of the purchasing power in our country.
The margin of error for the EU group increases to 6% with the number of devices falling to 520.
Considering that TV is not watched 24/7 in every home, measurements will be made on only 52 devices at a time when 10% of 520 devices are active. At that moment of the day, the margin of error in the EU group increases by up to 18%.
Assuming that there are 10 people in the 25-54 male demography by these 52 devices, we will have an error share of up to 40%.
You can easily check the calculations on the Survey Monkey error margin calculation tool. You can ideally use a 99% or 95% confidence level. The population element is ineffective unless you go down to 3 digits.
Therefore, it can be said that media plans made with large budgets are actually based on data with an extremely large margin of errors. Though it is not the only problem.
Traditional TV audience measurement is based on people's declaration. The data obtained with this method can be directly affected by the forgetfulness or negligence of the people using the People meter system. Also, as shown in previous years, measurement results can be manipulated by malicious use of device owners.
To sum up, traditional TV audience measurement provides high margin data only about viewers and their demographic composition. So what is the effect of the brand on the business results, what was the contribution of any spot to the sales?
Ratings do not provide any data about the audience's interaction with the brand.
Today, when simultaneous media consumption has become the norm, thanks to the use of the 2nd screen, the opportunity to make more detailed measurements has emerged. Although online and offline channels are managed by different teams and channels are included in different media plans, it should not be forgotten that there is no such distinction on the user side. Brands that take the issue of TV Attribution seriously, which can evaluate the data provided by users who are triggered from TV and leave footprints on digital platforms, can take a step forward in increasing their return on investment.
Television advertising has fallen behind other media forms in terms of transparency and measurement for many years until today. We cannot say that traditional rating measurement data, which brings brands, media agencies, broadcasters and even viewers together on a common denominator, is completely useless. However, TV advertisers with online goals should definitely benefit from the insights provided by the digital environment.
