- Ipsos develops the world’s first large scale, single source, multi platform, longitudinal, passive measurement panel
- Works to enhance existing industry currency measurement in the UK
Speaking at yesterday’s IAB MeasureUp conference, Ipsos and the BBC took the audience through the audacious journey to scale the mountain of cross media measurement, including testing, piloting and implementing a long-term program using a framework of passive and traditional research touchpoints to deliver actionable insights to the public broadcaster.
The British Broadcasting Corporation is the largest broadcaster in the world and provides a huge diversity of live and streaming content across eight TV channels, 16 radio stations as well as BBC Online, to the UK audience and the world. The BBC reaches more than nine out of 10 UK adults each week across all platforms. The challenge for the BBC was to understand its audience’s engagement and journey with content across all platforms and devices as opposed to viewing audiences in the existing media currency silos.
The BBC’s ambition as a public broadcaster was to put audiences at the heart of what it does and invest in a state-of-the-art digital measurement tool to provide information and insights, more detailed information across platforms and better serve audiences.
BBC Compass works with existing industry measurement currencies to enhance understanding and provides the BBC with an audience-centric measure of success, including channel loyalty.
“Ipsos is pioneering the passive measurement of broadcast media, that is TV and radio, and on device consumption of content, that is on smartphones, PCs and laptops, on a single source panel,” Ipsos Audience Measurement Global Commercial Director, Jim Ford, said.
“We do not use multiple meters, PeopleMeters, pagers or watches, rather we use our panellists’ own familiar devices to passively measure their activity. This means that we have good participation, good levels of engagement and therefore robust and consistent data. There was a lot of scepticism from the marketplace on whether we would be able to do this, but we now have two years of data in place and have proved that with the right technology and approach, single source measurement panels have a real role in audience measurement globally. It’s a game changer.”
BBC Compass has 2,900 participants that are nationally representative of UK population using multiple passive techniques including app-based audio meters, online meter and mobile diaries that collect exposure, interaction, motion, location and other data. It has provided a robust data set with monthly to minute-by-minute data and a breadth of information across platforms, including competitors.
It has allowed the BBC to look at daily cross platform consumption patterns in the same panel and track pan-BBC reach, plus a tool to do cross-over analysis, monitor reach and analyse the BBC’s performance against others.
“Accuracy is vital in data collection and the integration of passive monitoring leads to more accurate, audience-centric results for the BBC. Its unobtrusive nature reduces the impact of participant bias on the results, whilst the passive recording ensures a complete set of results,” Ford said.
Ipsos Australia & New Zealand CEO, Simon Wake, said: “Ipsos is now leveraging our experience in Europe IN this region. We have a number of established passive measurement programs in place with strong demand from clients to understand consumer behaviour in the areas of travel, proximity, transport and digital.”
Ipsos’ Jim Ford, BBC Head of Audience Measurement, Jeroen Verspeek, and Ipsos Director Social Intelligence & Analytics, Kirsten Riolo, presented the BBC’s conquest of cross media measurement at the IAB MeasureUp conference.